Nurfauziah, Syafa (2024) Pengaruh Orientasi Kewirausahaan, Orientasi Pasar, dan Inovasi Produk Terhadap Keunggulan Bersaing (Kasus Pada UMKM Aneka Kue di Jakarta Utara). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The purpose of this study was to determine the effect of entrepreneurial orientation, market orientation, and product innovation on competitive advantage. This research uses quantitative methods and uses purposive sampling techniques by distributing 83 questionnaires to MSMEs of various cakes in Koja District, North Jakarta. The analysis method used is SPSS V25. The findings show that entrepreneurial orientation and product innovation have a positive and significant effect on competitive advantage, while market orientation has no significant effect on competitive advantage. With an R-Square value of 0.7, it can be concluded that entrepreneurial orientation (X1), market orientation (X2), and product innovation (X3) affect competitive advantage (Y) by 70% and the remaining 30% is influenced by other variables. It is recommended to expand the scope of data so that future research provides a more comprehensive and accurate picture of competitive advantage in MSMEs.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan dari penelitian ini adalah untuk mengetahui pengaruh orientasi kewirausahaan, orientasi pasar, dan inovasi produk terhadap keunggulan bersaing. penelitian ini menggunakan metode kuantitatif dan menggunakan teknik purposive sampling dengan menyebarkan 83 kuesioner kepada UMKM Aneka Kue di Kecamatan Koja, Jakarta Utara. Metode analisis yang digunakan adalah SPSS V25. Temuan menunjukkan bahwa orientasi kewirausahaan dan inovasi produk berpengaruh positif dan signifikan terhadap keunggulan bersaing, sedangkan orientasi pasar tidak berpengaruh signifikan terhadap keunggulan bersaing. Dengan nilai R-Square sebesar 0,7 maka dapat disimpulkan bahwa orientasi kewirausahaan (X1), orientasi pasar (X2), dan inovasi produk (X3) mempengaruhi keunggulan bersaing (Y) sebesar 70% dan sisanya sebesar 30% dipengaruhi oleh variabel lain. Disarankan untuk memperluas cakupan data agar penelitian dimasa depan memberikan gambaran yang lebih komprehensif dan akurat mengenai keunggulan bersaing pada UMKM. | |||||||||
| Uncontrolled Keywords: | Entrepreneurial Orientation, Market Orientation, Product Innovation, Competitive Advantage Orientasi Kewirausahaan, Orientasi Pasar, Inovasi Produk, Keunggulan Bersaing | |||||||||
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Syafa Nurfauziah | |||||||||
| Date Deposited: | 03 Mar 2025 01:53 | |||||||||
| Last Modified: | 03 Mar 2025 01:53 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/47379 |
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