ORIENTASI PASAR DAN KINERJA PERUSAHAAN PADA MASA PANDEMI COVID-19: PERAN E-COMMERCE SEBAGAI MODERASI (Studi UMKM Di Kota Solo)

Sriyanto Sriyanto, Nina Adelina

Abstract


This study aims to analyze the effect of market orientation and application of e-commerce on firm performance, and the effect of market orientation on firm performance moderated by application of e-commerce. The sample of this study is 100 entrepreneurs of SMEs in Solo city, using a purposive sampling technique. Data analysis using regression moderating analysis. The conclusion of the hypothesis test result (1) market orientation and application of e-commerce have a significant effect on firm performance. (2) application of e-commerce can moderate that reinforces the effect of market orientation on firm performance.

Keywords


market orientation, e-commerce, firm performance

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DOI: https://doi.org/10.36600/rma.v11i2.126

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