Dampak Orientasi Pelanggan dan Kapabilitas Penciptaan Nilai terhadap Kinerja Pemasaran UMKM (Studi Empiris pada UMKM Sub Sektor Kreatif di Kota Pontianak)

Abstract

The purpose of this research is to fill a research gap in customer orientation and marketing performance by using value creation capabilities. The research conducted by involving 128 creative SME categorized in culinary, handcraft, and fashion in Pontianak, West Borneo, Indonesia. Four hypotheses are being developed and tested. For data analysis this research using statistic software called SEM AMOS 24. The findings of the research, it emphasizes the importance of supported value creation capability by customer orientation in improving marketing performance. Furthermore, it confirms that value creation capabilities are a predictor of marketing performance.

Keywords: customer orientation, value creation capability, marketing performance