Abstract
This study aims to analyze the effect of market orientation, product innovation, and marketing capabilities on marketing performance on stone craft craftsmen in Sedayu Village, Muntilan District, Magelang Regency. The population in this research is 90, with saturated samples techniques. This study uses a quantitative approach with data collection methods using questionnaires. The data analysis method used is descriptive analysis and multiple regression analysis through the SPSS Version 21 program. The results showed that market orientation, product innovation, marketing capability have a significant positive effect on marketing performance, either partially or simultaneously. Variables of market orientation, product innovation, and marketing capabilities simultaneously affected marketing performance by 47.4%. While partially market orientation had the greatest influence on marketing performance by 14.30%, product innovation had an effect of 5.10%, and marketing capabilities had an effect on marketing performance by 6.20%.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
