Market Orientation Strategy And Enterprise Orientation Towards New Normal (Covid-19) Effect And Business Performance At MSMES In East Jakarta

Abstract

Our expectation of this research is verifying a relationship between the Empowerment Strategy as well as the Micro Business Development during the Covid-19 Pandemic with the Income Level of SMEs  in East Jakarta. The object of research is the Management business owners of SMEs in East Jakarta (Duren Sawit, Jatinegara, Utan Kayu, Kramat Jati, and Klender). This research study uses a quantitative design. The primary data generated with the Google tools application and distributed online. The sampling method used is the Non Probability Sampling method. Data were collected as many as 100 samples. All document were analyzed by using SPSS 22.00 approach. Based on the hypothesis test, the results are obtained simultaneously, namely The Market view, Entrepreneurial reorientation which will have a significant effect on the  Business class  Performance. In part, the New Normal Effect (Covid-19) expected to gain a positive impact on business management performance. MSME management  should accurately  more focused on variables that have a positive impact on management performance. By conducting of Market Orientation activities focusing on products for consumers in east Jakarta we hope that all management of MSMEs know well our need today. Not only that, dominate the market by coming up with new ideas in producing and managing MSMEs business in East Jakarta. This is shown as the process results of our hypothesis testing and path description analysis that the market orientation variable (X1) has a significant influence on MSME actors in running a business (Y1) New Normal of condition (Covid-19) The influence in East Jakarta and the effect is positive 0.373. Market orientation variable (X1) has a significant effect on business performance (Y2) on MSMEs in East Jakarta and the effect is positive at 0.193. Variable X2 entrepreneurial orientation has a significant effect on (Y2) New Normal (Covid-19). Its effect on MSMEs in East Jakarta and its effect is 0.472. X2 the variable of entrepreneurial orientation has a significant impact on (Y2) Business Performance on all MSME actors in East Jakarta and the positive impact is at 0.217. The variable (Y1) New Normal (Covid-19) has a significant effect on (Y2) on Business Performance  at MSMEs in East Jakarta and the effect is positive at 0.497.