THE ROLE OF DIGITAL MARKETING, ENTREPRENEURIAL COMPETENCE AND MARKET ORIENTATION IN ENHANCING MARKETING PERFORMANCE DEVELOPMENT AMONG MSMES IN MEDAN CITY (A CASE STUDY OF MSMES ASSISTED BY THE MEDAN CITY COOPERATIVE)
Keywords:
Digital Marketing, Entrepreneurial Competence, Market Orientation, Marketing Performance, MSMEsAbstract
Increasing business competition and the suboptimal use of digital marketing require culinary MSMEs in Medan City to improve their marketing performance. This study aims to analyze the effect of Digital Marketing, Entrepreneurial Competence, and Market Orientation on Marketing Performance. The theoretical framework is based on the Resource-Based View (RBV), supported by previous studies that indicate inconsistent empirical findings regarding the three variables. The study employed a quantitative approach with a causal associative method. The sample consisted of 100 culinary MSME owners in Medan City, determined using the Slovin formula. Data were collected through questionnaires distributed both directly and via Google Forms, supported by limited interviews and documentation. Data analysis was conducted using SPSS through instrument testing, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results show that Digital Marketing and Entrepreneurial Competence do not have a significant partial effect on Marketing Performance, while Market Orientation has a positive and significant effect. Simultaneously, the three variables have a significant effect, with an R Square value of 0.205. The study concludes that Market Orientation is the most consistent factor in explaining the Marketing Performance of MSMEs in Medan City.
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