Strategi Peningkatan Kinerja Pemasaran melalui Innovative Indigenous Product pada UMKM di Kabupaten Deli Serdang

Abstract

MSMEs that are characterized or contain local wisdom from a particular region (indigenous product) require market orientation, entrepreneurial experience, and government support to improve their marketing performance. The main objective of this study is to analyze and examine the influence of market orientation variables, entrepreneurial experience, government support through innovative indigenous products on marketing performance. Specifically, this study explores the influence of innovative indigenous products in improving the marketing performance of MSMEs under the guidance of partners of the Regional Leading Product Development Center (P3UD) in Deli Serdang Regency. The population in this study were 115 MSMEs fostered by P3UD partners in Deli Serdang Regency. The sample determination uses the census method, which means that the entire population is used as a sample. Data were analyzed using structural equation modeling-partial least squares (SEMPLS), importance performance map analysis (IPMA) and multi-group analysis (MGA). The results showed that there is a positive and significant influence between market orientation, entrepreneurial experience, and government support on marketing performance through innovative indigenous products. Importance performance map analysis (IPMA) shows the potential of each variable to be developed. The market orientation variable shows an opportunity to be optimized in the future by 50.56%, the entrepreneurial experience variable has a potential of 40.09%, the government support variable is 43.35 and the innovative indigenous product variable is 41.40%. The current marketing performance of business actors is recorded at 49.06% so that it has a development potential of 50.94%. The results of multi group analysis (MGA) illustrate that stronger government support is felt in the development of innovative indigenous products in crafts and fashion, but it is not optimal in supporting their marketing performance. Conversely, the government provides less support in the development of innovative indigenous products in culinary business types, but provides optimal results in marketing performance.