The Effect of Market Orientation, Learning Orientation and Product Innovation Agility on Fashion MSMEs Business Performance at Trunojoyo Area, Bandung City


  • Fajar Sidiq Adi Prabowo Faculty of Economics and Business, Telkom University
  • Muhamad Fauzan Oktavian Faculty of Economics and Business, Telkom University
  • Deden Syarif Hidayatullah Faculty of Economics and Business, Telkom University



Market Orientation, Learning Orientation, Product Innovation Agility, Bussiness Performance


The creative economy industry in the country continues to experience a significant increase, this is evidenced that Indonesia's creative economy plays an important role in gross domestic product (GDP) which is in the top three in the world after the United States with the Hollywood industry and Korea with K-Pop. Micro, small and medium enterprises or MSMEs also play a very important role in the movement and growth of the Indonesian economy. As a developing country with a very large population, the small and medium-sized business sector has helped the government in terms of employment. One part of the creative industry or sub-sector of the creative industry that is currently growing very rapidly in Indonesia is the fashion industry. The fashion industry, which is classified as a creative industry, is currently growing very quickly as part of a lifestyle in fashion. At this time, it has become a separate trend for the people of Indonesia. This study aims to determine the effect of market orientation, learning orientation, and product innovation agility as mediating variables on the business performance of MSMEs in the fashion sector in the Trunojoyo Street area, Bandung city. This study uses quantitative methods and the data collection method used in this study is the distribution of questionnaires. The sampling technique used in this study is a probability sampling technique with a saturated sample technique where the sample in this study is the entire population taken, namely all fashion MSMEs in the Trunojoyo street area, Bandung, amounting to 100 MSMEs The data analysis method used in this study is Structural Equation Modeling (SEM) with data processing carried out using SmartPLS.


Download data is not yet available.


Alamanda, D. T., Anggadwita, G. M. R., Novani, S., & Kijima, K. (2019). Designing Strategies using IFE, EFE, IE, and QSPM analysis: Digital Village Case. The Asian Journal of Technology Management, 12(1), 48–57.

Alamanda, D. T., Wibowo, L. A., Munawar, S., & Nisa, A. K. (2021). The Interest of Technology Adoption in E-Commerce Mobile Apps Using Modified Unified Theory of Acceptance and Use of Technology 2 in Indonesia. International Journal of Applied Business and International Management (IJABIM), 6(3), 35–45.

Aliyu, R. M., Ahmad, T. S. B. T., & Nordin, N. B. (2019). The mediating role of innovation on access to finance and business performance of women entrepreneurs. International Journal of Academic Research in Business and Social Sciences, 9(3), 147–159.

Anggadwita, G., Amani, H., Saragih, R., & Alamanda, D. T. (2016). Competitive Strategy of Creative Application Content in the ASEAN Economic Community: Software Development using SWOT Analysis in Indonesia. International Journal of Economics and Management Journal Homepage, 10(S1), 95–107.

Anggadwita, G., Ramadani, V., Alamanda, D. T., Ratten, V., & Hashani, M. (2017). Entrepreneurial intentions from an Islamic perspective: A study of Muslim entrepreneurs in Indonesia. International Journal of Entrepreneurship and Small Business, 31(2), 165–179.

Anggadwita, G., Ramadani, V., Permatasari, A., & Alamanda, D. T. (2021). Key determinants of women’s entrepreneurial intentions in encouraging social empowerment. Service Business, 15(2), 309–334.

Aprizal. (2018). Orientasi Pasar dan Keunggulan Bersaing Studi Kasus Penjualan Komputer. Celebes Media Perkasa.

Bereket, A. (2017). A critical appraisal of the effect of gonadotropin-releasing hormon analog treatment on adult height of girls with central precocious puberty. Journal of Clinical Research in Pediatric Endocrinology, 9(2), 33.

Dian Afrillia. (2021). Industri Ekonomi Kreatif di Indonesia Masuk Peringkat 3 Besar Dunia. Goodnewsfromindonesia.Id.

Fatimah, F. N. (2016). Panduan Menyusun Key Performance Indicator. Quadrant.

Firmansyah, D. (2016). Pengaruh Inovasi Produk Dan Kreativitas Terhadap Kinerja Usaha Bisnis Pada Distro Clothing Di Kawasan Trunojoyo Bandung. Universitas Komputer Indonesia.

Kemenparekraf. (2021). Indonesia Menjadi Inisiator Tahun Internasional Ekonomi Kreatif Dunia. Kemenparekraf.Go.Id.

Limanseto, H. (2021). Komitmen Kementerian Koordinator Bidang Perekonomian untuk selalu Memenuhi Hak Masyarakat atas Informasi. Kebijakan Pemerintah. Ekon.Go.Id.

Mitrega, M., Forkmann, S., Zaefarian, G., & Henneberg, S. C. (2017). Networking capability in supplier relationships and its impact on product innovation and firm performance. International Journal of Operations &Production Management, 37(5), 577–606. IJOPM-11-2014-0517

Mulyana, M., Sutapa, S., & W, W. (2020). Product innovation agility on business performance: The role of market and learning orientation. Contaduría y Administración, 65(4), 1–23.

Mukti Al-ghifari, A., Fachira, I. (2021). The Influence of Servicescape and Service Quality on Customer Satisfaction and Repurchase Intention at One Eighty Café in Bandung. Jurnal Ilmu Sosial Politik dan Humaniora (Jisora),4 (1), 19-27.

Ramdhani, A., Alamanda, D. ., & Amin, A. . (2010). The importance of retail service quality and store image In creating customer loyalty. Gunadarma Conference.

Tajjedini, K. (2010). Effect of customer orientation and entrepreneurial orientation on innovativeness: Evidence from the hotel industry in Switzerland. Tourism Management, 31(2), 221–231.

Wisatabdg.Com. (2015). Cikal Bakal Distro Bandung. Wisatabdg.Com.

Yuldinawati, L., Tricahyono, D., Anggadwita, G., & Alamanda, D. T. (2018). Towards a framework for ICT-based entrepreneurship development through business incubation processes: case study of a techno park. International Journal of Business and Globalisation, 21(1), 32.




How to Cite

Adi Prabowo, F. S., Oktavian, M. F., & Hidayatullah, D. S. (2022). The Effect of Market Orientation, Learning Orientation and Product Innovation Agility on Fashion MSMEs Business Performance at Trunojoyo Area, Bandung City. Jurnal Ilmu Sosial Politik Dan Humaniora, 5(2), 1–10.