The Effect of Market Orientation on the Use of Fintech and Utilization of Online-Based Marketing Technology and Its Implications on SME Marketing Performance

Humam Utomo; Moh. Budihantho; Sari Listyorini

Proceedings of the First Lekantara Annual Conference on Public Administration, Literature, Social Sciences, Humanities, and Education, LePALISSHE 2021, August 3, 2021, Malang, Indonesia

Research Article

The Effect of Market Orientation on the Use of Fintech and Utilization of Online-Based Marketing Technology and Its Implications on SME Marketing Performance

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@INPROCEEDINGS{10.4108/eai.3-8-2021.2315084,
    author={Humam Santosa Utomo and Moh. Heru Budihantho and Sari  Listyorini},
    title={The Effect of Market Orientation on the Use of Fintech and Utilization of Online-Based Marketing Technology and Its Implications on SME Marketing Performance},
    proceedings={Proceedings of the First Lekantara Annual Conference on Public Administration, Literature, Social Sciences, Humanities, and Education, LePALISSHE 2021, August 3, 2021, Malang, Indonesia},
    publisher={EAI},
    proceedings_a={LEPALISSHE},
    year={2022},
    month={1},
    keywords={market orientation; utilization of fintech; use of online-based marketing technology; sme marketing performance},
    doi={10.4108/eai.3-8-2021.2315084}
}

Humam Santosa Utomo
Moh. Heru Budihantho
Sari Listyorini
Year: 2022
The Effect of Market Orientation on the Use of Fintech and Utilization of Online-Based Marketing Technology and Its Implications on SME Marketing Performance
LEPALISSHE
EAI
DOI: 10.4108/eai.3-8-2021.2315084

Humam Santosa Utomo¹^,*, Moh. Heru Budihantho², Sari Listyorini³

1: Department of Business Administration, Faculty of Social and Political Sciences, Universitas Pembangunan Nasional Veteran Yogyakarta- Indonesia
2: Department of Business Administration, STIA Bina Banua Banjarmasin- Indonesia
3: Department of Business Administration, Faculty of Social and Political Sciences, Universitas Diponegoro, Semarang- Indonesia

*Contact email: humamsantosautomo@upnyk.ac.id

Abstract

Changes in the business environment have encouraged SMEs to take advantage of fintech and marketing technology to improve marketing performance. Consumer behavior has changed in seeking product information and efficient transaction processes. However, not all SMEs have a clear market orientation in responding to a rapidly changing environment. This study aims to examine the effect of market orientation on the use of fintech and the use of online-based marketing technology. The study was conducted on 100 fashion-based Small and Medium Enterprises in Yogyakarta and Semarang which were selected by purposive sampling technique. The analytical tool used is WarpPLS. The findings of this study indicate that market orientation has a significant effect on the use of fintech and the use of online-based marketing technology. Market orientation has no significant effect on marketing performance. Meanwhile, the use of fintech and the use of online-based marketing technology has a significant effect on marketing performance.

Keywords: market orientation; utilization of fintech; use of online-based marketing technology; sme marketing performance

Published: 2022-01-04
Publisher: EAI

: http://dx.doi.org/10.4108/eai.3-8-2021.2315084