Proceedings of the 6th International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 2021)

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Customer Orientation and Competitor Orientation Influence on the Marketing Performance of Restaurants MSEs in the Buleleng District

Authors
Ni Nyoman Yulianthini1, *, Ni Made Dwi Ariani Mayasari1, Made Amanda Dewanti1, Rahutama Atidira1
1Department of Management, Universitas Pendidikan Ganesha, Singaraja, Indonesia
*Corresponding Author. Email: nyoman.yulianthini@undiksha.ac.id
Corresponding Author
Ni Nyoman Yulianthini
Available Online 25 November 2021.
DOI
10.2991/aebmr.k.211124.058How to use a DOI?
Keywords
Customer orientation; Competitor orientation; Marketing performance; SMEs
Abstract

The purpose of this research is to analyze the impact on marketing success of both a customer- and a competitor-oriented approach simultaneously or in part. A causal quantitative research method is employed. Analyzing the relationship and influence of one variable on another, such as determining the causal relationship between the independent variable (X) and dependent variable (Y), is the goal of causality study design (Y). An investigation on the small and medium-sized businesses (SMEs) restaurants in the Buleleng Regency and its neighboring areas is the focus of this study. SMEs Restaurant in Buleleng Regency, mainly Singaraja City, were asked to fill up a questionnaire or questionnaire as part of this study’s data collection method. Non-probability sampling, or incidental sampling, is employed in this study. The Slovin formula uses 100 respondents as a sample size. Following the validation and reliability tests, hypothesis testing was carried out using SPSS (Statistic Package and Social Science) software version 21.0 for Windows, which includes the F and t tests. The findings reveal that customer and competitor orientation have a favorable and significant effect on marketing performance. Customers and competitors who are more focused on each other will have a greater impact on marketing performance. It is important for business owners to organize their marketing efforts if they want to expand their customer base.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 6th International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
25 November 2021
ISBN
10.2991/aebmr.k.211124.058
ISSN
2352-5428
DOI
10.2991/aebmr.k.211124.058How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Ni Nyoman Yulianthini
AU  - Ni Made Dwi Ariani Mayasari
AU  - Made Amanda Dewanti
AU  - Rahutama Atidira
PY  - 2021
DA  - 2021/11/25
TI  - Customer Orientation and Competitor Orientation Influence on the Marketing Performance of Restaurants MSEs in the Buleleng District
BT  - Proceedings of the 6th International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 2021)
PB  - Atlantis Press
SP  - 404
EP  - 410
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211124.058
DO  - 10.2991/aebmr.k.211124.058
ID  - Yulianthini2021
ER  -