PENGARUH ORIENTASI PASAR DAN INOVASI PRODUK TERHADAP KEBERHASILAN USAHA PADA UKM MAKANAN DI UNBARA MART UNIVERSITAS BATURAJA

Widiawati (2021), The Effect of Market Orientation and Product Innovation on Business Success in Food UKM at Unbara Mart, Baturaja University. Supervised by Novegya Ratih Primandari, S.E., M.Si. as Advisor I and RR. Dimas Veronica Priharti, S.E., M.M. As Advisor II.

This study discusses the Effect of Market Orientation and Product Innovation on Business Success in Food UKM at Unbara Mart, Baturaja University. The data collection technique used in this writing is through the distribution of Questionnaires. The number of samples in this research is 30 people Food UKM. Based on the test results, the research results show that the Market Orientation (X1) of 4.648 2.051 significantly affects Business Success (Y) at the Unbara Mart business at Baturaja University. The results of this study are in accordance with the opinion in (Aprizal 2018:30) which states that Market Orientation has a positive influence on Business Success. Companies that apply Market Orientation have advantages in terms of customer knowledge and these advantages can be used as a source to create products according to customer desires and needs.

Keywords: Market Orientation, Product Innovation, Business Success