THE IMPACT OF MARKET ORIENTATION, INNOVATION, AND RESOURCE MANAGEMENT ON BUSINESS PERFORMANCE : WOMENPRENEUR IN FASHION INDUSTRY

• Main Author: Septrianisa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/34033
• Institution: Institut Teknologi Bandung

Based on data bekraf, the fashion industry is the second highest industry in West Java province at 15.22%, with the number of womenpreneurs as much as 667,487 people more than the number of male preneurs as much as 563,141 people so that competition is increasing. The company must focus on their market in order to survive in this field. This research describes the relationship of market orientation, innovation, and resource management to business performance from womenpreneurs in fashion industry in Bandung. The purpose of this research is to see the effect of market orientation on business performance with innovation and resource management as mediation. This research uses a quantitave method by distributing questionnaires from womenpreneurs in fashion industry in Bandung with the age of business at least 2 years. This research found that 4 market orientation factors except intelligence generation have a positive effect on innovation; all market orientation factors have a positive effect on resource management; 4 market orientation factors except intelligence responsiveness have a positive effect on business performance; 4 market orientation factors have a positive effect towards business performance with resource management as mediation; 4 market orientation factors except intelligence generation have a positive effect on business performance with innovation as mediation.