PENGARUH ORIENTASI KEWIRAUSAHAAN, ORIENTASI PEMASARAN, DAN KAPABILITAS INOVASI ORGANISASI TERHADAP KINERJA PEMASARAN UMKM MELALUI KEUNGGULAN BERSAING
Keywords:
Orientasi Kewirausahaan, Orientasi Pemasaran, Kapabilitas Inovasi Organisasi, Keunggulan Bersaing, Kinerja Pemasaran
Abstract
Penelitian ini bertujuan menganalisis pengaruh Orientasi Kewirausahaan, Orientasi Pemasaran, dan Kapabilitas Inovasi Organisasi terhadap Kinerja Pemasaran UMKM Penjual Sprei Bonita. Sebanyak 100 responden dari UMKM di Kelurahan Jurang Mangu Timur digunakan sebagai sampel dengan pengambilan data menggunakan kuesioner. Analisis jalur menggunakan STATA 14.0 digunakan untuk menganalisis data. Hasil penelitian menunjukkan bahwa Orientasi Kewirausahaan dan Kapabilitas Inovasi Organisasi memiliki pengaruh positif signifikan terhadap Keunggulan Bersaing UMKM Penjual Sprei Bonita. Meskipun demikian, Orientasi Pemasaran tidak memberikan pengaruh signifikan. Orientasi Kewirausahaan dan Orientasi Pemasaran juga berpengaruh positif signifikan terhadap Kinerja Pemasaran, sementara Kapabilitas Inovasi Organisasi tidak memberikan pengaruh yang signifikan. Keunggulan Bersaing terbukti memediasi pengaruh Orientasi Kewirausahaan, Orientasi Pemasaran, dan Kapabilitas Inovasi Organisasi terhadap Kinerja Pemasaran secara parsial. Temuan ini menyoroti peran penting Keunggulan Bersaing dalam menghubungkan faktor-faktor kewirausahaan, pemasaran, dan inovasi dengan hasil kinerja pemasaran UMKM Penjual Sprei Bonita.
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Hong, Yi-Chun, and Ikseon Choi. 2011. “Three Dimensions of Reflective Thinking in Solving Design Problems: A Conceptual Model.” Educational technology research and development 59: 687–710.
https://www.bonitasprei.com/. 2023. “Https://Www.Bonitasprei.Com/.” website.
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Khoifin, Kiki. 2023. “Imagining an Inclusive Economy: The Role of SMEs and Digital Payment in Elevating Economic Equality.”
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Kusuma, I Gusti Agung Teja, Gregorius Paulus Tahu, Anak Agung Dwi Widyani, and Murtini Langgeng. 2022. “When A New Product Innovatıon Negatıvely Impacts Marketıng Performance.” Asia Pacific Management and Business Application 011(01): 37–58.
Kyatmaja Lookman, Nyoman Pujawan, Reny Nadlifatin. 2023. “Innovative Capabilities and Competitive Advantage in the Era of Industry 4.0: A Study of Trucking Industry.” Research in Transportation Business and Management 47.
Land, Kenneth C. 1969. “Principles of Path Analysis.” Sociological methodology 1: 3–37.
Lantana, Dhieka Avrilia, Kumba Digdowiseiso, and Zikri Muhammad. 2023. “The Need And Urgency of Human Resource Information System (HRIS) on MSMEs in Indonesia: A Literature Study.” International Journal Of Economics, Management, Business, And Social Science (IJEMBIS) 3(3): 1080–88.
Leonidou, Constantinos N, and Leonidas C Leonidou. 2011. “Research into Environmental Marketing/Management: A Bibliographic Analysis.” European Journal of Marketing 45(1/2): 68–103.
Li, Julie Juan, and Kevin Zheng Zhou. 2010. “How Foreign Firms Achieve Competitive Advantage in the Chinese Emerging Economy: Managerial Ties and Market Orientation.” Journal of Business Research 63(8): 856–62. http://dx.doi.org/10.1016/j.jbusres.2009.06.011.
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Masuku, Djunaid, Abdul Rahman Jannang, and Sulfi Abdul Haji. 2023. “Market and Entrepreneurial Orientation Affect Marketing Performance in Small and Medium-Sized Businesses Through Competitive Advantage.” Journal of Business Management Vol. 10, No.2 10(2): 783–95.
Naili Farida, Ari Pradhanawati, Mochamad Taufiq. 2021. “Innovation Capability Models to Improve the Competitiveness of Creative Industrial Products.” Jurnal Ilmu Sosial 20(2): 185–208.
Narver, J. C. & Slater, S. F. 1990. “The Effect of a Market Orientation on Business Profitability.” Journal of Marketing, 54(4), 20-35.
Natasha, Felisia, Lelly Christin, and Ferdinandus Winandy Soesilo. 2023. “The Effect of Entrepreneurial Orientation on Social Media Adoption and Business Performance Moderated by Innovation Capability in Healthy Food SMEs in DKI Jakarta.” Journal of Accounting and Finance Management 4(1): 104–17.
Puspaningrum, Astrid. 2020. “Market Orientation, Competitive Advantage and Marketing Performance of Small Medium Enterprises (SMEs).” Journal of Economics, Business, & Accountancy Ventura 23(1): 19.
Retnawati, Berta Bekti, and CH. Retnaningsih. 2020. “Role of Entrepreneurial Orientation and Market Orientation on Competitive Advantage Through Marketing Performance: The Study at Marine-Based Food Processing Industry in Central Java.” Advances in Economics, Business and Management Research, volume 135 135(Aicmbs 2019): 66–71.
Salleh, Hayatul Safrah, Dhieka Avrilia Lantana, and Kumba Digdowiseiso. 2023. “The Implementation of Machine Learning on MSMEs Product Sales in Indonesia: A Systematic Literature Review.” International Journal Of Economics, Management, Business, And Social Science (IJEMBIS) 3(3): 1069–79.
Saptono, Prianto Budi, and Intan Pratiwi. 2022. “COVID-19 Pandemic Challenges for MSMEs: Strategic Options for Surviving in the New Normal Era.” Jurnal Ekonomi \& Bisnis JAGADITHA 9(2): 165–75.
Sharp, Byron. 1991. “Marketing Orientation: More than Just Customer Focus.” International Marketing Review 8(4).
da Silva, José Jaconias, and Claudia Brito Silva Cirani. 2020. “The Capability of Organizational Innovation: Systematic Review of Literature and Research Proposals.” Gestao e Producao 27(4): 1–16.
Simon, Jhon, Farida Hanum Nasution, and Aswand Hasoloan. 2020. “Identification Of Potential And Development Of Medium Small-Medium Enterprises (UMKM) In Celawan Village, Beach Mirror District, Serdang District, North Sumatera Province.” Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis 1(3): 12–26.
Sorina-Diana, MONE, Marius D Pop, and Nicoleta-Dorina Racolta-Paina. 2013. “The ‘What’ and ‘How’ of Marketing Performance Management.” Management and Marketing Challenges for the Knowledge Society 8(1): 129–46.
Sucipto, Beni, and Mokhamad Natsir. 2021. “The Effect of Market Orientation and Entrepreneurship Orientation on Marketing Performance Mediated Product Innovation in Bead MSMEs.” International Conference of Graduate School on Sustainability: 88–96.
Swasta, Sri, Andi Wijayanto, and Sari Listyorini. 2023. “The Effect Of Entrepreneurial Orientation And Market Orientation On Sme Business Performance Through Product Innovation As A Mediating Variable In Jepara’s Furniture Craftsmen.” Jurnal Ekonomi 12(3): 1527–33.
Thompson, Christopher Glen, Rae Seon Kim, Ariel M Aloe, and Betsy Jane Becker. 2017. “Extracting the Variance Inflation Factor and Other Multicollinearity Diagnostics from Typical Regression Results.” Basic and Applied Social Psychology 39(2): 81–90.
Trio Febriyantoro, Mohamad et al. 2023. “The Effect of Innovation Capability on Market Performance Mediated by External Collaboration on SMEs.” KnE Social Sciences 2023: 249–62.
Tuominen, Matti, and Saara Hyvönen. 2004. “Organizational Innovation Capability: A Driver for Competitive Superiority in Marketing Channels.” The International Review of Retail, Distribution and Consumer Research 14(3): 277–93.
Voss, Glenn B, and Zannie Giraud Voss. 2000. “Strategic Orientation and Firm Performance in an Artistic Environment.” Journal of marketing 64(1): 67–83.
Wales, William John. 2016. “Entrepreneurial Orientation: A Review and Synthesis of Promising Research Directions.” International Small Business Journal 34(1): 3–15.
Webster Jr, Frederick E. 2005. “A Perspective on the Evolution of Marketing Management.” Journal of Public Policy \& Marketing 24(1): 121–26.
Arifin, Rosyid, Ayu Agus Tya Ningsih, and Ayu Kemala Putri. 2021. “The Important Role Of MSMEs In Improving The Economy.” East Asia Journal of Contemporary Business, Economics and Law: 52–59.
Avlonitis, George J, and Spiros P Gounaris. 1999. “Marketing Orientation and Its Determinants: An Empirical Analysis.” European journal of marketing 33(11/12): 1003–37.
Barney, Jay. 1991. “Competitive Advantage.” Journal of management 17(1): 99–120.
Bharadwaj. 1993. “Sustainable Competitive Advantage in Service Industries : A Conceptual Model and ResearchProposition.” Journal of Marketing, Vol. 57.
Camisón, César, and Ana Villar-López. 2014. “Organizational Innovation as an Enabler of Technological Innovation Capabilities and Firm Performance.” Journal of business research 67(1): 2891–2902.
Carson, David, and Audrey Gilmore. 2000. “SME Marketing Management Competencies.” International Business Review 9(3): 363–82.
Christensen, Clayton M. 2001. “Competitive Advantage.” mit sloan management review 42(2): 105–9.
Clark, Bruce H. 1999. “Marketing Performance Measures: History and Interrelationships.” Journal of marketing management 15(8): 711–32.
Demir, Süleyman. 2022. “Comparison of Normality Tests in Terms of Sample Sizes under Different Skewness and Kurtosis Coefficients.” International Journal of Assessment Tools in Education 9(2): 397–409.
Digdowiseiso, Kumba, and Eko Sugiyanto. 2021. “How Effective Is Institutional Quality for the Creation of Small & Medium Enterprises (SMEs) in Indonesia?” Economics \& Sociology 14(1): 263–74.
Elgarhy, Sayed Darwish, and Mohamed Abou-Shouk. 2023. “Effects of Entrepreneurial Orientation, Marketing, and Innovation Capabilities, on Market Performance: The Mediating Effect of Sustainable Competitive Advantage.” International Journal of Contemporary Hospitality Management 35(6): 1986–2004.
Er, Luthvi Rachman, and Aloysius Harry Mukti. 2023. “The Influence of Market Orientation and Entrepreneurial Orientation on Marketing Performance: Organizational Agility as a Mediator.” International Journal of Science and Society 5(3): 238–56.
Erdiaw-Kwasie, Michael Odei, Matthew Abunyewah, Salifu Yusif, and Patrick Arhin. 2023. “Small and Medium Enterprises (SMEs) in a Pandemic: A Systematic Review of Pandemic Risk Impacts, Coping Strategies and Resilience.” Heliyon.
Farida, Ida, and Doddy Setiawan. 2022. “Business Strategies and Competitive Advantage: The Role of Performance and Innovation.” Journal of Open Innovation: Technology, Market, and Complexity 8(3): 163.
Farida, Naili. 2016. “Determinants of Marketing Performance: Innovation, Market Capabilities and Marketing Performance.” JDM (Jurnal Dinamika Manajemen) 7(1): 59–65.
Flynn, Barbara B et al. 1990. “Empirical Research Methods in Operations Management.” Journal of operations management 9(2): 250–84.
Forza, Cipriano. 2002. “Survey Research in Operations Management: A Process-Based Perspective.” International journal of operations \& production management 22(2): 152–94.
Frans Sudirjo, Sulistiyani. 2023. “The Role of Competitive Advantage Mediates Entrepreneurial Orientation and Product Innovation on Marketing Performance.” Jurnal Manajemen Industri dan Logistik (JMIL) Vol. 7 No. 1, May, 2023, 152 - 164 7.
Gao, Yuhui. 2010. “Measuring Marketing Performance: A Review and a Framework.” The Marketing Review 10(1): 25–40.
Hajjar, S T. 2018. “Statistical Analysis: Internal-Consistency Reliability and Construct Validity.” International Journal of Quantitative and Qualitative Research Methods 6(1): 27–38.
Hong, Yi-Chun, and Ikseon Choi. 2011. “Three Dimensions of Reflective Thinking in Solving Design Problems: A Conceptual Model.” Educational technology research and development 59: 687–710.
https://www.bonitasprei.com/. 2023. “Https://Www.Bonitasprei.Com/.” website.
Jatmiko, Udik. 2022. “Competitive Advantage Based of Entrepreneurial Orientation and Market Orientation in Wood Craft Businesses in Tulungagung.” International Journal on Social Science, Economics and Art 12(3): 147–55.
Jöreskog, Karl G, Ulf H Olsson, and Fan Y Wallentin. 2016. Multivariate Analysis with LISREL. Springer.
Kang, Hyuncheol. 2013. “A Guide on the Use of Factor Analysis in the Assessment of Construct Validity.” Journal of Korean Academy of Nursing 43(5): 587–94.
Khoifin, Kiki. 2023. “Imagining an Inclusive Economy: The Role of SMEs and Digital Payment in Elevating Economic Equality.”
Kurniawan. 2019. Analisis Data Menggunakan Stata Se 14 (Panduan Analisis, Langkah Lebih Cepat, Lebih Mudah Dan Paling Praktis). Yogayakarta: Deepublish.
Kusuma, I Gusti Agung Teja, Gregorius Paulus Tahu, Anak Agung Dwi Widyani, and Murtini Langgeng. 2022. “When A New Product Innovatıon Negatıvely Impacts Marketıng Performance.” Asia Pacific Management and Business Application 011(01): 37–58.
Kyatmaja Lookman, Nyoman Pujawan, Reny Nadlifatin. 2023. “Innovative Capabilities and Competitive Advantage in the Era of Industry 4.0: A Study of Trucking Industry.” Research in Transportation Business and Management 47.
Land, Kenneth C. 1969. “Principles of Path Analysis.” Sociological methodology 1: 3–37.
Lantana, Dhieka Avrilia, Kumba Digdowiseiso, and Zikri Muhammad. 2023. “The Need And Urgency of Human Resource Information System (HRIS) on MSMEs in Indonesia: A Literature Study.” International Journal Of Economics, Management, Business, And Social Science (IJEMBIS) 3(3): 1080–88.
Leonidou, Constantinos N, and Leonidas C Leonidou. 2011. “Research into Environmental Marketing/Management: A Bibliographic Analysis.” European Journal of Marketing 45(1/2): 68–103.
Li, Julie Juan, and Kevin Zheng Zhou. 2010. “How Foreign Firms Achieve Competitive Advantage in the Chinese Emerging Economy: Managerial Ties and Market Orientation.” Journal of Business Research 63(8): 856–62. http://dx.doi.org/10.1016/j.jbusres.2009.06.011.
Maclean, Marian, Michael Karikari Appiah, and Joyce Francisca Addo. 2023. “Implications of Strategic Orientation on Firms’ Performance in a Lower Middle-Income Country: Does Organizational Innovation Capability Matter?” Cogent Business and Management 10(2). https://doi.org/10.1080/23311975.2023.2211366.
Masuku, Djunaid, Abdul Rahman Jannang, and Sulfi Abdul Haji. 2023. “Market and Entrepreneurial Orientation Affect Marketing Performance in Small and Medium-Sized Businesses Through Competitive Advantage.” Journal of Business Management Vol. 10, No.2 10(2): 783–95.
Naili Farida, Ari Pradhanawati, Mochamad Taufiq. 2021. “Innovation Capability Models to Improve the Competitiveness of Creative Industrial Products.” Jurnal Ilmu Sosial 20(2): 185–208.
Narver, J. C. & Slater, S. F. 1990. “The Effect of a Market Orientation on Business Profitability.” Journal of Marketing, 54(4), 20-35.
Natasha, Felisia, Lelly Christin, and Ferdinandus Winandy Soesilo. 2023. “The Effect of Entrepreneurial Orientation on Social Media Adoption and Business Performance Moderated by Innovation Capability in Healthy Food SMEs in DKI Jakarta.” Journal of Accounting and Finance Management 4(1): 104–17.
Puspaningrum, Astrid. 2020. “Market Orientation, Competitive Advantage and Marketing Performance of Small Medium Enterprises (SMEs).” Journal of Economics, Business, & Accountancy Ventura 23(1): 19.
Retnawati, Berta Bekti, and CH. Retnaningsih. 2020. “Role of Entrepreneurial Orientation and Market Orientation on Competitive Advantage Through Marketing Performance: The Study at Marine-Based Food Processing Industry in Central Java.” Advances in Economics, Business and Management Research, volume 135 135(Aicmbs 2019): 66–71.
Salleh, Hayatul Safrah, Dhieka Avrilia Lantana, and Kumba Digdowiseiso. 2023. “The Implementation of Machine Learning on MSMEs Product Sales in Indonesia: A Systematic Literature Review.” International Journal Of Economics, Management, Business, And Social Science (IJEMBIS) 3(3): 1069–79.
Saptono, Prianto Budi, and Intan Pratiwi. 2022. “COVID-19 Pandemic Challenges for MSMEs: Strategic Options for Surviving in the New Normal Era.” Jurnal Ekonomi \& Bisnis JAGADITHA 9(2): 165–75.
Sharp, Byron. 1991. “Marketing Orientation: More than Just Customer Focus.” International Marketing Review 8(4).
da Silva, José Jaconias, and Claudia Brito Silva Cirani. 2020. “The Capability of Organizational Innovation: Systematic Review of Literature and Research Proposals.” Gestao e Producao 27(4): 1–16.
Simon, Jhon, Farida Hanum Nasution, and Aswand Hasoloan. 2020. “Identification Of Potential And Development Of Medium Small-Medium Enterprises (UMKM) In Celawan Village, Beach Mirror District, Serdang District, North Sumatera Province.” Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis 1(3): 12–26.
Sorina-Diana, MONE, Marius D Pop, and Nicoleta-Dorina Racolta-Paina. 2013. “The ‘What’ and ‘How’ of Marketing Performance Management.” Management and Marketing Challenges for the Knowledge Society 8(1): 129–46.
Sucipto, Beni, and Mokhamad Natsir. 2021. “The Effect of Market Orientation and Entrepreneurship Orientation on Marketing Performance Mediated Product Innovation in Bead MSMEs.” International Conference of Graduate School on Sustainability: 88–96.
Swasta, Sri, Andi Wijayanto, and Sari Listyorini. 2023. “The Effect Of Entrepreneurial Orientation And Market Orientation On Sme Business Performance Through Product Innovation As A Mediating Variable In Jepara’s Furniture Craftsmen.” Jurnal Ekonomi 12(3): 1527–33.
Thompson, Christopher Glen, Rae Seon Kim, Ariel M Aloe, and Betsy Jane Becker. 2017. “Extracting the Variance Inflation Factor and Other Multicollinearity Diagnostics from Typical Regression Results.” Basic and Applied Social Psychology 39(2): 81–90.
Trio Febriyantoro, Mohamad et al. 2023. “The Effect of Innovation Capability on Market Performance Mediated by External Collaboration on SMEs.” KnE Social Sciences 2023: 249–62.
Tuominen, Matti, and Saara Hyvönen. 2004. “Organizational Innovation Capability: A Driver for Competitive Superiority in Marketing Channels.” The International Review of Retail, Distribution and Consumer Research 14(3): 277–93.
Voss, Glenn B, and Zannie Giraud Voss. 2000. “Strategic Orientation and Firm Performance in an Artistic Environment.” Journal of marketing 64(1): 67–83.
Wales, William John. 2016. “Entrepreneurial Orientation: A Review and Synthesis of Promising Research Directions.” International Small Business Journal 34(1): 3–15.
Webster Jr, Frederick E. 2005. “A Perspective on the Evolution of Marketing Management.” Journal of Public Policy \& Marketing 24(1): 121–26.
Published
2024-09-02
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Articles
Copyright (c) 2024 Alan Ariri, Kumba Digdowiseiso
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
