PENGARUH ORIENTASI KEWIRAUSAHAAN, ORIENTASI PASAR, DAN KAPABILITAS INOVASI TERHADAP PERTUMBUHAN UMKM DI KAWASAN JABODETABEK

Yossi Hendriati; Anita Kusuma Dewi; Mislan Sihite; Bekti Utomo

doi:10.31539/costing.v7i6.12114

Yossi Hendriati STIE Galileo
Anita Kusuma Dewi Politeknik Negeri Lampung
Mislan Sihite Universitas Methodsit Indonesia
Bekti Utomo Universitas Sebelas Maret

DOI: https://doi.org/10.31539/costing.v7i6.12114

Keywords: Kata Kunci: Orientasi Kewirausahaan, Orientasi Pasar, Kapabilitas Inovasi, Pertumbuhan UMKM, Jabodetabek

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh orientasi kewirausahaan, orientasi pasar, dan kapabilitas inovasi terhadap pertumbuhan Usaha Mikro, Kecil, dan Menengah (UMKM) di kawasan Jabodetabek. Dengan menggunakan metode survei terhadap 150 UMKM, hasil penelitian menunjukkan bahwa ketiga variabel ini memiliki pengaruh signifikan terhadap pertumbuhan UMKM. Orientasi kewirausahaan memungkinkan UMKM untuk lebih inovatif dan proaktif dalam menghadapi dinamika pasar. Orientasi pasar mendukung pemahaman yang lebih baik terhadap kebutuhan pelanggan, yang berkontribusi pada peningkatan loyalitas pelanggan dan pertumbuhan bisnis. Kapabilitas inovasi memungkinkan UMKM untuk menciptakan produk dan layanan yang lebih unggul, serta mengoptimalkan proses bisnis, sehingga meningkatkan daya saing dan kinerja perusahaan. Temuan ini memberikan implikasi praktis bagi pengelola UMKM untuk lebih menekankan pada pengembangan orientasi kewirausahaan, orientasi pasar, dan kapabilitas inovasi sebagai strategi utama untuk mendorong pertumbuhan bisnis yang berkelanjutan. Penelitian ini juga berkontribusi pada literatur akademik dengan memperkaya pemahaman mengenai faktor-faktor yang mempengaruhi pertumbuhan UMKM di kawasan perkotaan yang dinamis.

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