PENGARUH PENGGUNAAN TEKNOLOGI INFORMASI DAN ORIENTASI PASAR TERHADAP KINERJA PELAKU UMKM GERAI PONSEL DI KECAMATAN MEDAN AMPLAS

This study aims to determine the effect of use information technology and market orientation on performance MSME actors at cellphone outlets in Medan Amplas District. uses descriptive quantitative methods, population is all owners mobile phone District as many 84 cell outlets. The location this research Mobile Phone Outlet Subdistrict, North Sumatra, which starts from January October 2022. sampling technique for Saturated Samples, so that sample set results indicate multiple linear regression equation obtained by Y = 1.369 + 0.355X1 0.532X2. t-test value tcount 7.705 > ttable 1.663 a significance 0.000 <0.05, then Ha accepted Ho rejected, means Information Technology variable (X1) partially has significant influence Outlets 4.377 0.003 Market Orientation (X2) F test positive Fcount 79,171>Ftable 2.72 meaning variables simultaneously have MSMEs Adjusted R Square (R2) 0.842 or 84.2%, while remaining 15.8% explained other not examined study. So concludes affects Actors (Y)