ANALISIS PENGARUH ORIENTASI PASAR DAN INOVASI TERHADAP KINERJA PERUSAHAAN UNTUK MENCAPAI KEUNGGULAN BERSAING (Studi Pada UKM Produk Makanan Pangan Riau Yang Ada Di Kota Pekanbaru)

This study aimed to examine and analyze the influence of learning This research was conducted on Small and Medium Enterprises of Riau Food Products in Pekanbaru-Riau. This study aims to analyze the effects caused by market orientation and innovation on the advantages of competing directly and against indirect competitive advantage through company performance. The population of this research is 108 business units. The sampling technique was done by sensus which resulted in 108 business units as the research sample. The data analysis technique of this research is done by using Path Analysis method using SPSS 20.00 software The result of this research concluded that market orientation has positive and significant influence directly to competitive advantage, then direct innovation also have positive and significant influence to competitive advantage. Furthermore, market orientation indirectly has a significant effect on competitive advantage through company performance. As well, indirect innovation also has a significant influence on competitive advantage through competitive advantage, and the company's performance directly affects significantly against competitive advantage. This research recommends to Small and Medium Enterprises of Riau Food Products in Pekanbaru is expected to improve market orientation focusing on customer and competitor orientation as well as cross-functional coordination to improve the tendency of better competitive advantage in the future. This research also recommends Small and Medium Enterprises of Food Products to be able to create new innovations and improve company performance in order to create a competitive advantage.