THE ANALYSIS OF MARKETING STRATEGIES TO MARKET ORIENTATION TO INCREASE MARKETING PERFORMANCE OF LEATHER CRAFTER SME IN TANGGULANGIN

Abstract

Tanggulangin, Sidoarjo has been known before with the great leather crafter both in Indonesia and overseas. However, since the case of Lapindo mudflow and China's massive importing goods decreasing this leather crafter's credibility. Therefore, this small-medium enterprise (SME) focusing on leather craft in Tanggulangin needs a marketing strategy to meet its market-oriented to improve marketing performance. Thus this study aims to analyze the marketing strategy to the market orientation. This study uses multiple linear regression tests with the population raised from the Lemeshow formula. The total population is 96 respondents. There is five marketing strategy as independent variables and market orientation as the dependent variable. From the multiple linear regression test, the best method that the leather crafter SME in Tanggulangin can implement is to consider innovations to develop a national leather product with B value 0,398 and develop the leathercraft product in general with B value 0,38.