Factors Affecting the Improvement of Marketing Performance of Indonesian MSMEs Products

Abstract

This study aims to explain and analyze the effect of entrepreneurial orientation and product excellence on marketing performance. The population in this study were customers of Indonesian MSMEs in Saudi Arabia, totaling 371,784 customer respondents in 8 countries including Indonesia, Malaysia, Pakistan, India, Iraq, Egypt, Iran and Yemen. The sample used in this study, namely 250 respondents. by using probability sampling techniques or multistage random sampling or determining cluster sampling based on the division of a region / region in stages. The analytical technique used for hypothesis testing is Structural Equation Modeling (SEM) Amos Ver.-2022. The results showed that market orientation has a direct effect on marketing performance. Product excellence has a direct effect on marketing performance. Some of the recommendations given are in terms of entrepreneurial orientation by having the ability to innovate because by innovating, the products marketed can be accepted in the international market. In terms of the superiority of Indonesian MSME products with product quality because with the quality of a product that has been recognized in the international market, consumers will continue to use these products which are proven together to improve the marketing performance of Indonesian MSME products abroad, especially in Saudi Arabia.