Anggraeni, Putri Cyintia (2025) MENINGKATKAN MARKETING PERFORMANCE DENGAN BUSINESS NETWORK PADA UMKM PRODUK BAKERY DI KOTA SERANG. Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to analyse the effect of entrepreneurial orientation consisting of proactive orientation, risk-taking orientation, and innovative orientation on marketing performance in Micro MSMEs, food sector bakery products in Serang City, and examine the role of business network as a mediating variable. In facing increasingly competitive business competition, MSMEs are required to be able to adapt through innovation, risk-taking, and proactivity in responding to market opportunities. This research uses a quantitative approach with the SEM-PLS approach. The research sample totalled 98 respondents as Bakery MSME players in Serang City who have been running their businesses for at least 2 years and have production houses in Serang City. Data were collected through distributing questionnaires. The research results are known: 1) Proactive orientation has a significant positive effect on marketing performance, 2) Risk-taking orientation has a positive but insignificant effect on marketing performance; 3) Innovative orientation has a positive and significant effect on marketing performance; 4) Business Network has a negative and insignificant effect on marketing performance; 5) Proactive orientation has a positive and significant effect on business network; 6) Risk-taking orientation has a negative and insignificant effect on business network; 7) Proactive orientation has a positive and significant effect on business network; 8) Business network does not mediate the relationship of proactive orientation to marketing performance; 9) Business network does not mediate the relationship of risk-taking orientation to marketing performance; 10) Business network does not mediate the relationship of innovative orientation to marketing performance. This research provides a theoretical contribution in filling the literature gap related to entrepreneurial orientation and business network in the context of MSMEs in the food sector of bakery products in Serang City.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh orientasi kewirausahaan yang terdiri dari proactive orientation, risk-taking orientation, dan innovative orientation terhadap marketing performance pada UMKM Mikro, sektor makanan produk bakery di Kota Serang, dan mengkaji peran business network sebagai variabel mediasinya. Dalam menghadapi persaingan bisnis yang semakin kompetitif, UMKM dituntut untuk mampu beradaptasi melalui inovasi, keberanian mengambil risiko, dan sikap proaktif dalam merespons peluang pasar. Penelitian ini menggunakan pendekatan kuantitatif dengan pendekatan SEM-PLS. Sampel penelitian berjumlah 98 responden sebagai pelaku UMKM Bakery di Kota Serang yang sudah menjalankan usahanya minimal 2 tahun dan memiliki rumah produksi di Kota Serang. Data dikumpulkan melalui penyebaran kuesioner. Hasil penelitian diketahui: 1) Proactive orientation berpengaruh positif signifikan terhadap marketing performance, 2) Risk-taking orientation berpengaruh positif tetapi tidak signifikan terhadap marketing performance; 3)Innovative orientation berpengaruh positif dan signifikan terhadap marketing performance; 4) Business Network berpengaruh negatif dan tidak signifikan terhadap marketing performance; 5) Proactive orientation berpengaruh positif dan signifikan terhadap business network; 6) Risk-taking orientation berpengaruh negatif dan tidak signifikan terhadap business network; 7) Proactive orientation berpengaruh positif dan signifikan terhadap business network; 8) Business network tidak memediasi hubungan proactive orientation terhadap marketing performance; 9) Business network tidak memediasi hubungan risk-taking orientation terhadap marketing performance; 10) Business network tidak memediasi hubungan innovative orientation terhadap marketing performance. Penelitian ini memberikan kontribusi teoritis dalam mengisi gap literatur terkait orientasi kewirausahaan dan jaringan bisnis di konteks UMKM sektor makanan produk bakery di Kota Serang. | |||||||||
| Uncontrolled Keywords: | Proactive Orientation, Risk-taking orientation, Innovative orientation, Business Network, Marketing Performance, UMKM, Bakery, Kota Serang Proactive Orientation, Risk-taking orientation, Innovative orientation, Business Network, Marketing Performance, UMKM, Bakery, Kota Serang. | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 08 Pascasarjana > 61101-Magister Manajemen |
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| Depositing User: | Putri Cyintia Anggraeni | |||||||||
| Date Deposited: | 10 Sep 2025 06:46 | |||||||||
| Last Modified: | 10 Sep 2025 06:46 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54531 |
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