ANALYSIS OF MARKET ORIENTATION, PRODUCT INNOVATION, MARKETING STRATEGY TOWARDS LOYALTY IN MEDIATION OF PURCHASE DECISIONS OF UMKM FURNITURE PRODUCTS UD. SUMBER BAROKAH

Abstract

This study aims to determineAnalysis of Market Orientation, Product Innovation, Marketing Strategy on Loyalty in the Mediating of Purchasing Decisions of UMKM Furniture Products UD Sumber Barokah. This study uses a quantitative research type using the Partial Least Square (PLS-SEM) analysis method. The respondents used in this study are from the population, namelyall UD Sumber Barokah customers during September 2024 to November 2024 and the sample determination was carried out using the Simple Random Sampling Technique with the Slovin formula which resulted in 125 respondents of UD Sumber Barokah customers.The results of this study show that Market Orientation has a positive and significant effect on Loyalty. Product Innovation has a positive and significant effect on Loyalty. Marketing Strategy has a positive and significant effect on Loyalty. Market Orientation has a positive and significant effect on Purchasing Decisions. Product Innovation has a positive and significant effect on Purchasing Decisions. Marketing Strategy has a positive and significant effect on Purchasing Decisions. Loyalty does not have a positive and significant effect on Purchasing Decisions.