THE IMPACT OF MARKET ORIENTATION AND MARKETING STRATEGIES ON PERFORMANCE OF SMES IN BATIK INDUSTRY

Purpose of the study was to examine effect of market orientation and marketing strategy on marketing performance. Respondents of the study were 140 Small and Medium Enterprises of batik industry located in Sragen regency. Sample was taken by using purposive sampling. Results of first hypothesis testing proved that market orientation had a positive effect on marketing performance. The second hypothesis testing also found that marketing strategy contributed a positive effect on marketing performance.