The Effectiveness of Google Trends as a Tool for Analyzing Market Orientation to Create Product Competitiveness for MSMEs in Tulungagung Regency

Dhiya'u Shidiqy; Isyrohil Muyassaroh

Authors

Dhiya'u Shidiqy Universitas Islam Negeri Syekh Wasil Kediri
Isyrohil Muyassaroh Universitas Islam Negeri Syekh Wasil Kediri

Keywords:

Google Trends, Market Orientation, Product Competitiveness, Tulungagung MSMEs

Abstract

Weak product competitiveness remains a major obstacle to product sustainability. On the other hand, technology, especially in the business sector, has developed rapidly, one of which is Google Trends, a feature capable of being a market orientation medium. This study aims to analyze the effect of using Google Trends as a market orientation analysis medium in creating competitiveness of MSME products in Tulungagung Regency. This study uses a quantitative approach. Data were collected through observation, interviews, questionnaires, and documentation, with the study population involving 97 MSME actors who are members of the Tulungagung Regency MSME Association. The analysis was carried out using simple regression techniques, validity tests, reliability tests, and Pearson correlation analysis. The findings of this study include that Tulungagung MSME actors who are members of the Tulungagung MSME Association are dominated by industrial and tourism business patterns, especially culinary. The number of business actors who know and understand Google trends is only a small portion, namely 97 actors out of 1393 business actors who have OSS. The results of the study show that market orientation has a positive and significant influence on the competitiveness of MSME products in Tulugagung Regency, with a calculated t value of 7.504 or greater than the t table, also with a significance value of 0.000 or not greater than 0.05.

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