PENGARUH ORIENTASI PASAR, KREATIVITAS, DAN INOVASI PRODUK TERHADAP KEUNGGULAN BERSAING UMKM KULINER DI KOTA PADANG

Authors

Hesti Mayasari Universitas Tamansiswa Padang
Adinda Rivani Universitas Tamansiswa Padang
Ramadhania Ramadhania Universitas Tamansiswa Padang

DOI:

https://doi.org/10.31539/costing.v7i6.13449

Keywords:

Kata Kunci: Orientasi Pasar, Kreativitas, Inovasi Produk dan Keunggulan Kompetitif

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh orientasi pasar, kreativitas, dan inovasi produk secara parsial dan simultan terhadap keunggulan bersaing UMKM makanan kuliner di Kota Padang. Metode penelitian yang digunakan adalah deskriptif kuantitatif. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah sampel sebanyak 97 responden, dan metode pengumpulan data menggunakan observasi, kuesioner, dan studi literatur. Teknik analisis data yang digunakan adalah analisis regresi berganda, uji t, uji F, dan koefisien determinasi. Berdasarkan analisis regresi berganda diperoleh Y = 3,320 + 0,207 X1 + 0,097 X2 + 0,487 X3 + e. Hasil uji t menunjukkan bahwa orientasi pasar, kreativitas, dan inovasi produk berpengaruh positif dan signifikan secara parsial terhadap keunggulan bersaing UMKM kuliner makanan di Kota Padang. Hasil Uji F menunjukkan bahwa orientasi pasar, kreativitas, dan inovasi produk mempunyai pengaruh yang signifikan terhadap keunggulan bersaing UMKM makanan kuliner di Kota Padang. Nilai determinasi yang dihasilkan sebesar 72,9%, dan sisanya sebesar 27,1% dipengaruhi oleh variabel lain diluar penelitian ini seperti faktor kualitas pelayanan.

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