Strategic Management of MSMEs: Market Orientation, Learning Orientation, and Business Performance, Mediated by Technology Orientation
DOI:
https://doi.org/10.33506/sl.v15i3.5821Keywords:
Market Orientation, Learning Orientation, Technology Orientation, Business PerformanceAbstract
This study aims to analyst the influence of market orientation and learning orientation on business performance, with technology orientation serving as a mediating variable. Technology orientation is vital for SMEs to adapt to technological advancements and maintain competitiveness. Data collection was conducted via questionnaires distributed to MSMEs supported by LAZISMU East Java, and the data were processed using SmartPLS with PLS-SEM analysis. The results indicate that market orientation and learning orientation directly influence both technology orientation and business performance. Furthermore, technology orientation mediates the impact of market orientation and learning orientation on business performance. Integrating market orientation, learning orientation, and technology orientation results in MSMEs that are not only capable of responding to market needs but are also adaptive, innovative, and highly competitive. Consequently, a development strategy combining market-based and learning-based approaches is expected to foster sustainable business growth and strengthen MSME resilience in the face of increasingly complex business environment dynamics.
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