PENGARUH ORIENTASI KEWIRAUSAHAAN DAN ORIENTASI PASAR TERHADAP KINERJA PEMASARAN MELALUI KEUNGGULAN BERSAING SEBAGAI VARIABEL INTERVENING (Survey Pada UMKM di Kabupaten Kuningan)
DOI:
https://doi.org/10.31949/entrepreneur.v4i2.5756Abstract
The problem in this study is the large number of MSMEs today which causes business
continuity to experience a high level of competition, especially MSMEs that produce similar
products. Like other MSMEs, almost all MSMEs in Kuningan Regency have also experienced
ups and downs, this shows that the marketing performance of these business actors has not
been optimal. This study aims to examine and analyze the influence of entrepreneurial
orientation and market orientation on marketing performance. To examine and analyze the
influence of entrepreneurial orientation and market orientation on competitive advantage. To
review and analyze competitive advantages affecting marketing performance. To examine and
analyze whether competitive advantage can mediate the influence of entrepreneurial
orientation on marketing performance. To examine and analyze whether competitive
advantage can mediate the influence of market orientation on marketing performance. This
research was carried out on MSMEs in Kuningan Regency which were fostered by the Trade
and Industry SME Cooperative Office of Kuningan Regency as many as 53,771 MSMEs, a
sample of 140 MSMEs. The results of the data analysis resulted in conclusions: 1)
entrepreneurial orientation has a positive and significant effect on marketing performance. 2)
Market orientation has a positive and significant effect on marketing performance. 3)
Entrepreneurial orientation has a positive and significant effect on competitive advantage. 4)
Market orientation has a positive but not significant effect on competitive advantage. 5)
Competitive advantage has a positive but not significant effect on marketing performance. 6)
the absence of the influence of entrepreneurial orientation on marketing performance through
competitive advantage. 7) the absence of market orientation influence on marketing
performance through competitive advantage
Keywords:
entrepreneurial orientation, market orientation, marketing performance, competitive advantage.Downloads
References
Dinas Perindustrian dan Perdagangan (DISPERINDAG) Kabupaten Kuningan. 2020. Data UMKM Makanan dan Minuman di Kuningan.
Undang-Undang Republik Indonesia Nomor 20 Tahun 2008 Tentang Usaha Mikro, Kecil, dan Menengah dan Undang-Undang Republik Indonesia Nomer 21 Tahun 2008 Tentang Perbankan Syari’ah.
Buku
Anoraga, Pandji. (2018). Manajemen Bisnis. Rineka Cipta, Jakarta.
Freddy Rangkuti. (2018). ANALISIS SWOT : Teknik Membedah Kasus Bisnis. PT. Gramedia Pustaka Utama, Jakarta.
Hariandja, Marihat Tua Efendi, (2019), Manajemen Sumber. Daya Manusia, Grasindo, Jakarta.
Husein Umar. (2015). Metode Penelitian untuk Skripsi dan Tesis. Jakarta: Rajawali.
Indriantoro, Nur dan Supomo, Bambang. (2014) Metodologi Penelitian Bisnis, BPFE. Yogyakarta.
Jatmiko, RD (2018). Manajemen Strategi. Yogyakarta: BPFE.
Jonathan, Sarwono. (2016). Metode Penelitian Kuantitatif dan Kualitatif. Yogyakarta. :Graha Ilmu.
Kaswan., (2017), Manajemen Sumber Daya Manusia untuk Keunggulan Bersaing. Organisasi,Graha Ilmu, Jakarta.
Komaruddin.(2016). Ensiklopedia Manajemen. Penerbit Bumi Aksara,Jakarta.
Kotler, P dan Amstrong. (2018). Prinsip-prinsip Marketing Edisi Ke Tujuh. Penerbit. Salemba Empat. Jakarta.
Kotler, Philip and Kevin Lane Keller, (2019): Marketing Management. New Jersey: Pearson Pretice Hall, Inc.
Kotler, Philip. (2002). Manajemen Pemasaran. Edisi tiga belas Bahasa. Indonesia.Jilid 1 dan 2.Jakarta : Erlangga.
Mandala, Manurung. (2018).Teori Ekonomi Makro. Jakarta: LPFEUI.
Molan, Benyamin. (2017). Manajemen. Pemasaran. Jakarta: PT Indeks Kelompok Media.
Muchtolifah. (2016). Ekonomi Makro. Unesa Press: Surabaya
Nugroho, Adi Sulistyo. (2016). E-Commerce Teori dan Implementasi. Yogyakarta: EKUILIBRIA.
Sadono, Sukirno,. (2019). Makro Ekonomi Modern, P.T.Rajawali Grafindo Persada : Jakarta.
Saiman.(2019).Manajemen Sekretaris. Jakarta: Ghalia Indonesia.
Sanapiah, Faisal,. (2007). Format-Format penelitian Sosial. Jakarta: Raja Grafindo. Persada.
Sartika, Tiktik & Rachman, Soejoedono. (2014). Ekonomi Skala Kecil Menengah dan Koperasi. Jakarta: Ghalia Indonesia.
Sugiyono. (2014). Statistika Untuk Penelitian. Cetakan Ketiga. CV. Alfabetha. Bandung.
Suharsimi Arikunto. (2013). Prosedur Penelitian Suatu Pendekatan Praktek. PT Rineka Cipta. Jakarta.
Sukirno, Sadono. (2019).Makro Ekonomi Modern Perkembangan Pemikiran Klasik Hingga Keynesian Baru. Jakarta: PT Rajagrafindo Persada.
Suryana. (2018). Ekonomi Keatif, Ekonomi Baru: Mengubah Ide dan Menciptakan Peluang. Jakarta: Salemba Empat.
Swastha, Basu dan Hani Handoko, (2018), Manajemen Pemasaran (Analisa. Perilaku Konsumen), Yogyakarta : BPFE UGM.
Tambunan, Tulus. (2016). Usaha Mikro Kecil dan Menengah di Indonesia. Jakarta: LP3ES.
Tulus, Agus, Moh. (2019), Manajemen Sumber Daya Manusia, Buku Panduan. Mahasiswa, Jakarta: PT. Gramedia Pustaka Utama.
Untoro, Joko & Tim Guru Indonesia. (2018). Buku Pintar Pelajaran SMA/MA IPS. Wahyu Media. Jakarta.
Zimmerer Thomas W, Norman M Scarborough, (2018). Kewirausahaan dan Manajemen Usaha Kecil, Jakarta: Salemba empat.
Jurnal
Artha, K. G., & Setiawan, P. E. (2016). Pengaruh Kewajiban Moral, Kualitas Pelayanan, Sanksi Perpajakan Pada Kepatuhan Wajib Pajak Di KPP Badung Utara. E-Journal Akuntansi Universitas Udayana Vol.17.2, 913- 937.
Astuti, Indah Yuni. (2022). Orientasi Pasar Dan Orientasi Kewirausahaan Dalam Mempengaruhi Kinerja Pemasaran Di Masa Recovery Pandemi Covid-19. Journal Of ManagemenT Small and Medium Entreprises (SME’s), Vol 15, No. 2, July 2022, p249-269.
Bharadwaj, et al. (2018). Sustainable Competitive Advantage in Service Industries : A.‖ Journal of Marketing 57 (4): 83.
Damayanti, C. & Wahyono. (2015). Pengaruh Kualitas Produk, Brand Image Terhadap Loyalitas Dengan Kepuasan Sebagai Variabel Intervening. Management Analysis Journal 4 (3). Universitas Negeri Semarang.
Dewi, Anak Agung Ayu Mirah Wira. (2019). Pengaruh Orientasi Pasar Dan Inovasi Produk Terhadap Keunggulan Bersaing Usaha Kerajinan Perak Di Desa Celuk Kecamatan Sukawati Kabupaten Gianyar. p-ISSN : 2599 - 1418 Jurnal Pendidikan Ekonomi e-ISSN : 2599 - 1426 Volume 11 No. 2 Tahun 2019
Dewi, Rizza Umami. (2022). Pengaruh Orientasi Kewirausahaan, Inovasi Dan Penggunaan Teknologi Informasi Terhadap Kinerja Bisnis Melalui Keunggulan Kompetitif Pada Pedagang Pakaian Di Pasar Kliwon Kabupaten Kudus. Jurnal Studi Manajemen Bisnis (JSMB) Vol. 2 No. 2 Juli 2022.
Frishammar, J. and Horte, S. A. (2017). The Role of Market Orientation and Entrepreneurial Orientation for New Product Development Performance in Manufacturing Firms. Technology Analysis & Strategic Management . 22(3): 251-266.
Hill NR, Fatoba ST, Oke JL, Hirst JA, O’Callaghan CA, Lasserson DS, et al. (2010). Global prevalence of chronic kidney disease - A systematic review and meta-analysis. PLoS One.
Indah Merakati, Rusdianti, Wahyono. 2017. Pengaruh Orientasi Pasar, Inovasi, Orientasi Kewirausahaan Melalui Keunggulan Bersaing Terhadap Kinerja Pemasaran. Journal of Economic Education. Universitas Negeri Semarang.
Isa, M. A. & Ali, S. M., 2018. Firms Attributes and Corporate Social Responsibility Disclosure: A Literature Review. International Journal of Academic Research in Business and Social Sciences. 8 (4): 312–325.
Kartawan. (2021). Pengaruh Orientasi Kewirausahaan, Orientasi Pasar, Dan Keunggulan Bersaing Terhadap Profitabilitas. journal of management Review ISSN-P : 2580-4138 ISSN-E 2579-812X http://jurnal.unigal.ac.id/index.php/managementreview Volume 5 Number 3 Page (681-688).
Kohli, A.K., & Jaworski, B.J., (2019), Market Orientation : The Construct Research Proposition, and Managerial Implication, Journal of Marketing.
Lee D Y and Tsang E W K. (2019). The Effect of Entrepreneurial Personality, Background and Network Activities on Venture Growth, Journal of Management Studies 38-4. Page 599.
Lings, P. I. N., & Greenley, P. G. (2010). Internal Market Orientation and Market Oriented Behaviours. Journal of Service Management, 21(3). doi: 10.1108/17575811080000439.
Mustikowati, Rita Indah dan Tyasari, Irma. (2014). Orientasi Kewirausahaan, Inovasi, dan Strategi Bisnis Untuk Meningkatkan Kinerja Perusahaan (Studi Pada UKM Sentra Kabupaten Malang. Modernisasi, Volume 10, Nomor 1.
Rahmawati, Susi. (2019). Faktor-Faktor Yang Mempengaruhi Kinerja Pemasaran Pada Usaha Mikro Kecil Dan Menengah Pangan Olahan Di Kota Surakarta. Jurnal Ekonomi Pertanian dan Agribisnis (JEPA) ISSN: 2614-4670 (p), ISSN: 2598-8174 (e) Volume 3, Nomor 2 (2019): 325-335.
Rahmawati, Susi. (2019). Faktor-Faktor Yang Mempengaruhi Kinerja Pemasaran Pada Usaha Mikro Kecil Dan Menengah Pangan Olahan Di Kota Surakarta. Jurnal Ekonomi Pertanian dan Agribisnis (JEPA) ISSN: 2614-4670 (p), ISSN: 2598-8174 (e) Volume 3, Nomor 2 (2019): 325-335.
Rahmawati. (2016). Manajemen Pemasaran. Samarinda: Mulawarman University PRESS.
Resalawati, Ade. (2017). Pengaruh Perkembangan Usaha Kecil Menengah Terhadap Pertumbuhan Ekonomi Pada Sektor UKM Indonesia. Jurnal Ekonomi, Universitas Islam Negeri Syarif Hidayatullah, Jakarta.
Rinandiyana, L. R. et al., (2018). Literasi ICT Dan Perilaku Hedonist Dalam Memilih Tempat Wisata Di Kalangan Kelas Menengah Sebagai Pengaruh 124 Gaya Hidup. Seminar Nasional dan Call for Paper Sustainable Competitive Advantage (SCA) 8. 1 – 13.
Risnawati dan Noermijati. (2018). Pengaruh Orientasi Kewirausahaan terhadap Kinerja Organisasi Koperasi : Orientasi Pasar sebagai Variabel Intervening (Studi pada Koperasi Primer di kota Palu, Sulawesi Tengah). Jurnal Aplikasi Manajemen Vol 9. No.3.
Rompis, Justicia Evangelistha Hermina. (2022). Pengaruh Orientasi Kewirausahaan, Inovasi Produk Dan Keunggulan Bersaing Terhadap Kinerja Pemasaran (Studi Kasus Usaha Kerajinan Kayu Di Kecamatan Tagulandang Kabupaten Sitaro). Jurnal EMBA Vol.10 No.3 Juli 2022, Hal.447-457. ISSN 2303-1174.
Saleh, Amirudin Ramli. (2022). Pengaruh Orientasi Kewirausahaan dan Orientasi Pasar Terhadap Kinerja Bisnis (Studi Kasus pada Pelaku Usaha Cafe di Kota Gorontalo). Volume 5 Issue 3 (2022) Pages 67 - 76 YUME : Journal of Management ISSN : 2614-851X (Online).
Sari, Fipit Alam Pratama Widian. Pengaruh Orientasi Pasar Dan Orientasi Kewirausahaan Terhadap Kinerja Pemasaran Melalui Inovasi Produk Sebagai Variabel Intervening (Studi pada UMKM Kuningan Juwana Kabupaten Pati). Jurnal Administrasi Bisnis, Vol. X, No. X | 345.
Sherlin, Intan. (2016). Pengaruh Inovasi Produk Dan Kinerja Pemasaran Terhadap Keunggulan Bersaing. Jurnal Benefita 1(3) Oktober 2016 (105-112)
Sulaeman, Maman. (2018). Pengaruh Orientasi Kewirausahaan, Orientasi Pasar, Dan Inovasi Produk Terhadap Kinerja Pemasaran (Studi Pada Industri Tahu Di Sentra Industri Tahu Kota Banjar). JIABI – Vol. 2 No. 1 Tahun 2018.
Teece, D. J., Pisano, G. & Shuen, A. (2014). Dynamic Capabilities and Strategic Management. Strategic Management Journal. 18(7). 509-533.
Utama, Fernando Gho Danny dan Louis. (2020). Pengaruh Orientasi Kewirausahaan dan Kapasitas Inovasi terhadap Kesuksesan Proyek pada Bidang Fashion. Jurnal Manajerial dan Kewirausahaan, Volume II No. 3/2020 Hal: 690-699.
Utama, Louis. (2020). Pengaruh Orientasi Kewirausahaan Terhadap Keunggulan Kompetitif Pada UKM Industri Kreatif Dengan Kapasitas Inovatif Sebagai Faktor Mediasi Dalam Masa Pandemik Covid-19. Jurnal Bina Manajemen, September 2020, Vol.9 No.1 Hal 30 – 43
Publikasi Dalam Prosidi Atau Seminar
Mustari dkk. (2021). Pengaruh Orientasi Kewirausahaan dan Orientasi Pasar terhadap Kinerja UMKM di Kota Makassar. Proceeding Teknologi Pendidikan Seminar Daring Nasional 2021: Digital Generation For Digital Nation Volume 1 Nomor 8 Agustus 2021 Hal. 165-177 e-ISSN: 2798-9895.
Sari, I. P., Riyadi, W., & Rahman, E. (2023). The Effect of the Effectiveness of Accounting Information Systems and the Use of Accounting Information Technology on Individual Performance at Perumda BPR Majalengka. Finance and Business Management Journal, 1(1), 56-63.
Mahiri, E. A., Rahmayani, M. W., & Lestari, A. G. (2023, July). The Effect of Company Size and Macro Economy on Financial Distress. In Journal of International Conference Proceedings (Vol. 6, No. 2, pp. 189-199).
Hernita, N., Rahmayani, M. W., Riyadi, W., & Hakim, A. (2023, April). The Role of Business Fields in Increasing West Java Economic Growth Post Covid-19. In Kilisuci International Conference on Economic & Business (Vol. 1, pp. 42-47).
Hernita, N., & Ginanjar, Y. (2021, April). Managerial Aspect and Digital Marketing of Micro, Small and Medium Enterprises in West Java. In IOP Conference Series: Earth and Environmental Science (Vol. 748, No. 1, p. 012035). IOP Publishing.
Ginanjar, Y., Lestari, A. G., Mulyani, H. S., Rahmayani, M. W., Hernita, N., & Riyadi, W. (2023). Identification of the Ability of External Auditors to Detect Audit Fraud. International Journal of Professional Business Review, 8(6), e02252-e02252.
Lestari, A. G., Riyadi, W., Rahmayani, M. W., Hernita, N., Mulyani, H. S., & Ginanjar, Y. (2022). Murabaha Financing in Sharia Commercial Banks Through Third Party Funds and Own Capital. ITALIENISCH, 12(1), 679-684.
Magribi, R. M., Hernita, N., & Kusumadewi, R. N. (2023). Asset Structure, Dividend Policy, and Sales Growth Influence on Stock Prices. International Journal of Professional Business Review, 8(7), e02254-e02254.
Nur, L. Z., Riyadi, W., & Hernita, N. (2023, August). Effect of Gross Profit Margin and Dividend Policy on Stock Price (Case Study of Food and Beverage Companies Listed on the IDX for the 2016-2021 Period). In Journal of International Conference Proceedings (Vol. 6, No. 2, pp. 222-231).
Lestari, A. G., Riyadi, W., Rahmayani, M. W., Hernita, N., Mulyani, H. S., & Ginanjar, Y. (2022). Murabaha Financing in Sharia Commercial Banks Through Third Party Funds and Own Capital. ITALIENISCH, 12(1), 679-684.
Mulyani, H. S., Prihartini, E., Afipah, A., & Ghassani, A. (2023, October). Taxes, Tunneling and Exchange Rate on Transfer Pricing Decisions. In Journal of International Conference Proceedings (Vol. 6, No. 3, pp. 316-325).
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Mitha Fajri Fillanov, Lili Karmela Fitriani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
COPYRIGHT NOTICE
An author who publishes in the Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan agrees to the following terms:
1. Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal
2. The author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgment of its initial publication in this journal.
3. The author is permitted and encouraged to post his/her work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work
