HOLISAH, LISA (2023) PENGARUH ORIENTASI KEWIRAUSAHAAN DAN ORIENTASI PASAR TERHADAP KINERJA PEMASARAN DENGAN INOVASI PRODUK SEBAGAI VARIABEL INTERVENING (Studi Pada UMKM Makanan dan Minuman di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine influence of entrepreneurial orientation (X1) and market orientation (X2) on marketing performance (Y) with product innovation (Z) as an intervening variabel on Micro, Small, and Medium Enterprises (MSMEs) of food and beverages in Serang city. The method used in this research is quantitative research with descriptive approach. The population in this study is owners of Micro, Small, and Medium Enterprises (MSMEs) food and beverage business. The samples were 108 using purposive sampling. Technique of the analysis used in this research is Structural Equation Modelling (SEM) with analysis tool by SmartPLS 3.0 professional version. The result of this study show that : (1) Entrepreneurial orientation has positive and significant effect on marketing performance. (2) Market orientation has negative and not significant effect on marketing performance. (3) Entrepreneurial orientation has positive and not significant effect on product innovation. (4) Market orientation has positive and significant effect on product innovation. (5) Product innovation has positive and significant effect on marketing performance (6) Product innovation is not able to mediate the relathionship between entrepreneurial orientation on marketing performance (7) Product innovation is able to mediate the relathionship between entrepreneurial orientation on marketing performance. Key words: Entrepreneurial orientation, Market Orientation, Product Innovation, Marketing Performance.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh orientasi kewirausahaan (X1) dan orientasi pasar (X2) terhadap kinerja pemasaran (Y) dengan dimediasi oleh inovasi produk(Z) pada UMKM makanan dan minuman di kota serang. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah pelaku usaha UMKM makanan dan minuman yang berjumlah 385. Sampel penelitian ini berjumlah 108 responden dengan menggunakan metode purposive sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS.30 versi profesional. Hasil penelitian ini menunjukkan bahwa : (1) Orientasi kewirausahaan berpengaruh positif dan signifikan terhadap kinerja pemasaran (2) Orientasi Pasar berpengaruh negatif dan tidak signifikan terhadap kinerja pemasaran (3) Orientasi Kewirausahaan berpengaruh positif namun tidak signifikan terhadap inovasi produk (4) Orientasi Pasar berpengaruh positif dan signifikan terhadap inovasi produk (5) Inovasi Produk berpengaruh positif dan signifikan terhadap kinerja pemasaran. (6) Inovasi Produk tidak mampu memediasi hubungan antara orientasi kewirausahaan terhadap kinerja pemasaran (7) Inovasi produk mampu memediasi hubungan antara orientasi pasar terhadap kinerja pemasaran. Kata Kunci: Orientasi Kewirausahaan, Orientasi Pasar, Kinerja Pemasaran, Inovasi Produk. | |||||||||
| Uncontrolled Keywords: | Entrepreneurial orientation, Market Orientation, Product Innovation, Marketing Performance. Orientasi Kewirausahaan, Orientasi Pasar, Kinerja Pemasaran, Inovasi Produk. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Lisa LH Holisah | |||||||||
| Date Deposited: | 20 Jul 2023 13:09 | |||||||||
| Last Modified: | 21 Jul 2023 08:58 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/26483 |
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