| NIM | C1B021101 |
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| Namamhs | RAFLI ADE SUBARKAH |
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| Judul Artikel | Improving The Marketing Performance Of Umkm In Banyumas With Market Sensing Capability And New Product Development Through A Service-Dominant Logictheory Approach |
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| Abstrak (Bhs. Indonesia) | Micro, Small, and Medium Enterprises (MSMEs) in Banyumas play a strategic role in driving the local economy. However, many of them still face challenges in achieving optimal marketing performance. This study aims to analyze the influence of entrepreneurial orientation on marketing performance through market-sensing capability as a mediating variable. Additionally, new product development is expected to indirectly strengthen the relationship between market-sensing capability and marketing performance. This research adopts the Service-Dominant Logic (SDL) framework, emphasizing the importance of capabilities and interactions in value creation within market ecosystems. The study employs a quantitative approach through survey methods. Data were collected from 168 microenterprise owners in Banyumas using structured questionnaires. The collected data were analyzed using Structural Equation Modeling (SEM) with AMOS software to test both the direct and indirect relationships between variables. The results are expected to show that entrepreneurial orientation positively influences marketing performance, both directly and through market-sensing capability as a mediating factor. Furthermore, new product development is anticipated to enhance the effect of market-sensing capability on marketing performance. This research offers practical insights for MSMEs in formulating effective entrepreneurial strategies and product innovation to increase competitiveness. Theoretically, it contributes to the SDL literature by demonstrating how entrepreneurial orientation and market capabilities synergistically impact marketing performance.
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| Abtrak (Bhs. Inggris) | Micro, Small, and Medium Enterprises (MSMEs) in Banyumas play a strategic role in driving the local economy. However, many of them still face challenges in achieving optimal marketing performance. This study aims to analyze the influence of entrepreneurial orientation on marketing performance through market-sensing capability as a mediating variable. Additionally, new product development is expected to indirectly strengthen the relationship between market-sensing capability and marketing performance. This research adopts the Service-Dominant Logic (SDL) framework, emphasizing the importance of capabilities and interactions in value creation within market ecosystems. The study employs a quantitative approach through survey methods. Data were collected from 168 microenterprise owners in Banyumas using structured questionnaires. The collected data were analyzed using Structural Equation Modeling (SEM) with AMOS software to test both the direct and indirect relationships between variables. The results are expected to show that entrepreneurial orientation positively influences marketing performance, both directly and through market-sensing capability as a mediating factor. Furthermore, new product development is anticipated to enhance the effect of market-sensing capability on marketing performance. This research offers practical insights for MSMEs in formulating effective entrepreneurial strategies and product innovation to increase competitiveness. Theoretically, it contributes to the SDL literature by demonstrating how entrepreneurial orientation and market capabilities synergistically impact marketing performance.
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| Kata kunci | Keywords: Entrepreneurial orientation, marketing performance, market-sensing capability, new product development, Service-Dominant Logic, SEM, MSMEs. |
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| Pembimbing 1 | Dr. Lusi Suwandari, S.E., M.Si |
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| Pembimbing 2 | Asmi Ayuning Hidayah, S.E., M.Si |
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| Pembimbing 3 | |
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| Tahun | 2025 |
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| Jumlah Halaman | 19 |
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| Tgl. Entri | 2025-01-15 10:17:21.220801 |
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