PENGARUH ORIENTASI PASAR, INOVASI PRODUK TERHADAP KINERJA PEMASARAN PADA UKM DI PROVINSI YOGYAKARTA

This study aims to determine the effect of market orientation and product innovation on themarketing performance of SMEs in Yogyakarta Province. This study uses a purposivesampling technique with a sample size of 139 SMEs respondents. Data is subjected to dataquality testing, classical assumptions, and hypothesis testing using multiple linear regression.The result shows that market orientation and product innovation have a positive effect onmarketing performance