FAKTOR-FAKTOR KEUNGGULAN BERSAING DAN IMPLIKASI TERHADAP KINERJA PERUSAHAAN (Studi Kasus UKM pengelola ikan lele di Kabupaten Cirebon)

Wely Hadi Gunawan, Miyasto Miyasto, Susilo Toto Rahardjo

Abstract


ABSTRACT

Small and Medium Enterprises (SMEs) are an important part for the community. Matters relating to the performance of SMEs should be noted by research.Based on the data released by the Department of Marine and Fisheries addressing SMEs decreased production of catfish annual management throughout the year from April to July 2015 through March to June 2016. Therefore, this study was conducted to determine how improve the performance of the company from the SME management of catfish in the district of Cirebon

This research was conducted by analyzing the factors that influence entrepreneurial orientation with variable market orientation and competitive advantage variable as an intervening variable. This study develops a theoretical model based stuctural Equation Model (SEM) were tested using Amos 1.8 as an analytical tool. , Respondents of this study is SMEs Lele Cirebon regency totaling 120 people.

The results of this study show that entrepreneurial orientation positive effect on company performance, market orientation positive effect of competitive advantage, superiority positive effect on the company's performance, entrepreneurial orientation does not affect the competitive advantage, market orientation does not affect the performance of the company, due to the very short time researchers distributing questionnaires that many respondents could not be interviewed in depth.

Keywords : entrepreneurial orientation, market orientation, Competitive Advantage and Corporate Performance.

ABSTRAK

Usaha Kecil Menengah (UKM) merupakan bagian yang penting bagi masyarakat. Hal-hal yang terkait dengan kinerja UKM patut diperhatikan oleh para peniliti. Berdasarkan data yang dikeluarkan Dinas Kelautan dan Perikanan menujukan penurunan produksi pelaku UKM pengelolaan ikan lele tahunan di sepanjang tahun April-Juli 2015 sampai Maret-Juni 2016. Oleh sebab itu penelitian ini dilakukan untuk mengetahui bagaimana cara meningkatkan kinerja perusahan dari UKM pengelolaan ikan lele di wilayah Kabupaten Cirebon

Penelitian ini dilakukan dengan menganalisis faktor yang mempengaruhi Orientasi kewirusahaaan dengan variabel orientasipasar, serta variabel keunggulan bersaing sebagai variabel intervening. Penelitian ini mengembangkan model teoritis berdasarkan Stuctural Equation Model (SEM) yang diuji dengan menggunakan Amos 1.8 sebagai alat analisis. . Responden dari penelitian ini adalah pelaku UKM Lele kabupaten Cirebon yang berjumlah 120 orang.

Hasil penelitian ini menunjukkan bahwa orientasi kewirausahaan berpengaruh positifterhadap kinerja perusahaan,orientasipasar berpengaruh positif keunggulan bersaing, keunggulan berpengaruh positif terhadap kinerja perusahaan, orientasi kewirausahaan tidak berpengaruhterhadap keunggulan bersaing, orientasi pasar tidak berpengaruh terhadap kinerja perusahaan, dikarenakan Dengan waktu yang sangat singkat peneliti melakukan penyebaran kuesioner sehingga banyak responden yang tidak bisa di wawancarai secara mendalam.

Kata Kunci: Orientasi kewirausahaan, Orientasi pasar, Keunggulan Bersaing dan Kinerja Perusahaan


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