Role Of Business Players In Moderating Market Orientation And Technology Orientation To Product Innovation In Medan City Culinary SMEs

Yusrita Yusrita; Yusniar Lubis; Efendi Pakpahan; Syaifuddin Syaifuddin

doi:10.63922/ijebir.v2i03.213

Yusrita Yusrita Student of Management Doctoral Program, Universitas Prima Indonesia. Indonesia
Yusniar Lubis Agribusiness Program, Universitas Medan Area. Indonesia
Efendi Pakpahan Management Program, Universitas Prima Indonesia. Indonesia
Syaifuddin Syaifuddin Management Program, Universitas Prima Indonesia. Indonesia

DOI: https://doi.org/10.63922/ijebir.v2i03.213

Keywords: Business Players, Market Orientation, Technology Orientation, Product Innovation, Culinary

Abstract

The purpose of this study is to determine the direct and indirect effects of Market Orientation and Technology Orientation on Product Innovation through the Competence of Business Actors. This study used a census or simple random sampling, determining the number of samples in this study using the Slovin formula where the population of 21 sub-districts in the city of Medan was 8,104 so the sample using the Slovin formula was 381 if you don't want to use engineerings an mpel acc Idental sampling in a month an n January 2023. The data analysis used is SEM-PLS. The results showed that market orientation and technology orientation had a significant effect on the competence of Culinary Small and Medium Enterprises (SMEs) in Medan City and market orientation, technology orientation, and business competence had a significant effect on Product Innovation in Culinary SMEs in Medan City. Then indirectly the Competence of Business Actors is able to mediate Market Orientation and Technology Orientation towards Product Innovation in Culinary MSMEs in Medan City.