php/jie
Jurnal Ilmiah Ekonomi Islam, 8(03), 2022, 2405-2414
Abstract
The purpose of this study was to determine the effect of Islamic market orientation and product innovation on
marketing performance. The sample used was 100 people who were collected by non-probability sampling method
in the form of purposive sampling. Data collection was carried out by distributing questionnaires directly to
Muslim SMEs leaders in Central Java and using a Likert scale. The data analysis technique used is multiple
regression analysis. The results of the analysis show that Islamic market orientation has a positive and significant
effect on marketing performance. Product innovation has a positive and significant effect on marketing
performance.
Saran sitasi: Nurudin., Fataron, Z. A., & Asyifa, L. N. (2022). Pengaruh Islamic Market Orientation dan Inovasi
Produk Terhadap Kinerja Pemasaran UMKM Muslim di Jawa Tengah. Jurnal Ilmiah Ekonomi Islam, 8(03), 2405-
2414. doi: http://dx.doi.org/10.29040/jiei.v8i3.6474
DOI: http://dx.doi.org/10.29040/jiei.v8i3.6474
Terlihat pada tabel 7. diperoleh nilai konstanta diterima. Hasil pengujian untuk variabel inovasi
sebesar 3,060. Dari pengujian di atas diperoleh produk diperoleh koefisien sebesar 0,387 dengan
koefisien untuk variabel Islamic market orientation t = 3,959 dengan p value= 0,000, karena p value
hitung
sebesar 0,266 dengan t = 2,581 dengan p value= 0,000 < 0,05 sehingga Ha diterima yang berarti
hitung
0,011<0,05 sehingga Ha diterima yang berarti hipotesis yang menyatakan ada inovasi produk
hipotesis yang menyatakan ada pengaruh Islamic terhadap kinerja pemasaran diterima.
market orientation terhadap kinerja pemasaran