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Abstract:
Recently Micro and Small Enterprises (MSEs) are no longer "small". These businesses as a whole is proven have a massive effect, such as its effect on Indonesia GDP was 62.58 % and the absorption of national labor up to 97%. It has proven to be an option for people with less education, who have difficulty working in the formal sector. It means that MSEs are a good choice to reduce the unemployment rate of the country/region. The unfortunate thing is that MSEs still do not maximize sales and marketing using technology, which is here e-marketing. Therefore this study, analyzes the effect of e-marketing implementation in mediating the effect of strategic orientation on the MSEs strategic performance. The samples are 403 MSEs in Riau Islands selling snacks and specialty food which typical of the cities. Respondents is the owner or manager of MSEs which is operating at least for a year, with the number of employees less than 19 people. The results of this study prove that both directly and by the mediating of e-marketing implementation, strategic market orientation is proven to affect the strategic performance of MSEs.
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