THE INFLUENCE OF MARKET ORIENTATION AND LEARNING ORIENTATION ON CONSUMER BEHAVIOR FOR LOCAL PRODUCTS IN PALANGKA RAYA

Abstract

Local products in Palangka Raya have significant potential to support regional economic growth and strengthen cultural identity. However, low public interest in purchasing local products remains a major challenge for MSMEs. This study aims to analyze the influence of market orientation and learning orientation on consumer purchasing decisions for local products in Palangka Raya. A quantitative approach was used in this study, with questionnaires distributed to 30 respondents, consisting of active consumers of local products. Data analysis was conducted using SPSS version 24.0 through multiple linear regression tests. The results indicate that both market orientation and learning orientation have a positive and significant influence on purchasing decisions. Market orientation contributes to tailoring products to consumer needs and desires, while learning orientation encourages businesses to innovate and adapt to market changes. The implications of these findings suggest that to improve purchasing decisions, local businesses need to optimize consumer-focused strategies and continuously learn and innovate.