FAKTOR YANG MEMPENGARUHI KINERJA BISNIS UKM: PERAN KEUNGGULAN BERSAING
Abstract
Abstrak
Rendahnya kinerja pemasaran pada UKM di Kabupaten Kuningan ditunjukkan dengan penurunan omset penjualan. Tujuan dari penelitian ini untuk mengetahui pengaruh orientasi pasar terhadap keunggulan bersaing; pengaruh keunggulan bersaing terhadap kinerja pemasaran; pengaruh secara tidak langsung antara orientasi pasar terhadap kinerja pemasaran melalui keunggulan bersaing. Penelitian ini merupakan penelitian kuantitatif yang bertujuan untuk mengeksplorasi dan menganalisis pengaruh pengaruh positif inovasi produk terhadap keunggulan bersaing; pengaruh positif keunggulan bersaing terhadap kinerja pemasaran; pengaruh positif secara tidak langsung antara inovasi produk terhadap kinerja pemasaran melalui keunggulan bersaing. Penelitian ini dilakukan dengan memnggunakan metode survei, kuesioner diadopsi dari analisis literatur. Pengukuran yang digunakan dalam penelitian ini adalah pengukuran skala Likert. Responden penelitian berjumlah 82 orang di Kabupaten Kuningan. Teknik analisis data menggunakan analisis regresi. Studi ini memiliki temuan sebagai berikut: 1). orientasi pasar berpengaruh positif terhadap keunggulan bersaing, 2). keunggulan bersaing berpengaruh positif terhadap kinerja pemasaran dan 3). orientasi pasar berpengaruh tidak langsung terhadap kinerja pemasaran. Penelitian ini membuktikan bahwa keunggulan bersaing dapat dicapai melalui orientasi pasar, dimana keunggulan bersaing yang dihasilkan UKM dapat meningkatkan kinerja pemasarannya.
Kata kunci: kinerja pemasaran; orientasi pasar; keunggulan kompetitif
Abstract
The low marketing performance of SMEs in Kuningan Regency is indicated by a decrease in sales turnover. The aim of this research is to determine the influence of market orientation on competitive advantage; the influence of competitive advantage on marketing performance; Indirect influence between market orientation on marketing performance through competitive advantage. This research is quantitative research which aims to explore and analyze the positive influence of product innovation on competitive advantage; the positive influence of competitive advantage on marketing performance; Indirect positive influence of product innovation on marketing performance through competitive advantage. This research was conducted using a survey method, a questionnaire adopted from literature analysis. The measurement used in this research is a Likert scale measurement. The research respondents numbered 82 people in Kuningan Regency. The data analysis technique uses regression analysis. This study has the following findings: 1). market orientation has a positive effect on competitive advantage, 2). Competitive advantage has a positive effect on marketing performance and 3). Market orientation has an indirect effect on marketing performance. This research proves that competitive advantage can be achieved through market orientation, where the competitive advantage produced by SMEs can improve their marketing performance.
Keywords: marketing performance; market orientation; competitive advantage
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