Peran Orientasi Pasar terhadap Pemasaran Kewirausahaan pada UKM Kerajinan Batik di Daerah Istimewa Yogyakarta

The purpose of this study was to examine the effect of market orientation consisting of
customer orientation, competitor orientation and inter-functional coordination on
entrepreneurial marketing. The study sample consisted of 130 SMEs and as respondents
were SME owners or managers of Batik handicrafts in Yogyakarta Special Region. The
analysis technique uses multiple regression analysis. The results showed that market
orientation consisting of customer orientation, competitor orientation, and interfunctional coordination had a positive and significant effect on entrepreneurial
marketing. In this study the study of market orientation as unidimensional and multidimensional varietal. Originality of this research is to test empirically an integrative
model of entrepreneurial marketing by using an internal environment in the form of
market orientation as an antecedent for entrepreneurial marketing. Limitations in this
study are not involving other internal environmental factors such as: entrepreneurial
orientation and organizational climate and the external environment as antecedents. For
further research, it is expected that a comprehensive entrepreneurial marketing model
can be tested. Although the results of this study are still very limited, it is expected to be
one of the references for further research, especially in the field of entrepreneurial
marketing.