Sry Rahayu, Putri and Zeshasina, Rosha (2023) PERAN KEUNGGULAN BERSAING DALAM MEMEDIASI PENGARUH ORIENTASI PASAR DAN ORIENTASI KEWIRAUSAHAAN TERHADAP KINERJA PEMASARAN UMKM MAKANAN DI KECAMATAN IV JURAI PESISIR SELATAN. Diploma thesis, Universitas Bung Hatta.
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Abstract
PERAN KEUNGGULAN BERSAING DALAM MEMEDIASI PENGARUH ORIENTASIPASAR DAN ORIENTASI KEWIRAUSAHAAN TERHADAP KINERJA PEMASARANUMKM MAKANAN DI KECAMATAN IV JURAI PESISIR SELATAN Sry Rahayu Putri1, Zeshasina Rosha 2 Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bung hatta E-mail : rahayusry54@gmail.com, zeshasina.rosha@bunghatta.ac.id Abstrak Penelitian ini bertujuan untuk mengetahui dan menganalisis peran keunggulan bersaing dalam memediasi pengaruh orientasi pasar dan orientasi kewirausahaan terhadap kinerja pemasaran UMKM Makanan di Kecamatan IV Jurai Pesisir Selatan. Sampel yang digunakan sebanyak 146 responden. Teknik penarikan sampel adalah Proportionate Stratified Random Sampling. Data diolah menggunakan Smarts PLS. Hasil penelitian menemukan bahwa orientasi pasar berpengaruh positif terhadap keunggulan bersaing UMKM Makanan di Kecamatan IV Jurai Pesisir Selatan, orientasi kewirausahaan berpengaruh positif terhadap keunggulan bersaing UMKM Makanan di Kecamatan IV Jurai Pesisir Selatan, orientasi pasar tidak berpengaruh terhadap kinerja pemasaran UMKM Makanan di Kecamatan IV Jurai Pesisir Selatan, orientasi kewirausahaan berpengaruh positif terhadap kinerja pemasaran UMKM Makanan di Kecamatan IV Jurai Pesisir Selatan, keunggulan bersaing berpengaruh positif terhadap kinerja pemasaran UMKM Makanan di Kecamatan IV Jurai Pesisir Selatan, keunggulan bersaing mampu memediasi pengaruh orientasi pasar terhadap kinerja pemasaran UMKM Makanan di Kecamatan IV Jurai Pesisir Selatan, keunggulan bersaing mampu memediasi pengaruh orientasi kewirausahaan terhadap kinerja pemasaran UMKM Makanan di Kecamatan IV JuraiPesisir Selatan. Kata kunci: Keunggulan bersaing, orientasi pasar, orientasi kewirausahaan, kinerjapemasaran. Abstract This study aims to determine and analyze the role of competitive advantage in mediating the effect of market orientation and entrepreneurial orientation on the marketing performance of MSME Food in IV Jurai Pesisir Selatan District. The sample used was 146 respondents. The sampling technique is Proportionate Stratified Random Sampling. Data is processed using Smarts PLS. The results of the study found that market orientation has a positive effect on the competitive advantage of food SMEs in IV Jurai Pesisir Selatan District, entrepreneurial orientation has a positive effect on the competitive advantage of food SMEs in IV Jurai Pesisir Selatan District, market orientation has no effect on the marketing performance of Food SMEs in IV Jurai Pesisir District In the South, entrepreneurial orientation has a positive effect on the marketing performance of MSME Food in IV Jurai Pesisir Selatan District, competitive advantage has a positive effect on the marketing performance of MSME Food in IV Jurai Pesisir Selatan District, competitive advantage is able to mediate the influence of market orientation on the marketing performance of MSME Food in IV Jurai District Pesisir Selatan, competitive advantage is able to mediate the influence of entrepreneurial orientation on the marketing performance of MSME Food in District IV Jurai Pesisir Selatan. Keywords: Competitive advantage, market orientation, entrepreneurial orientation, marketing performance.
Item Type: | Thesis (Diploma) |
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Subjects: | H Social Sciences > HB Economic Theory |
Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
Depositing User: | Manajemen FEB |
Date Deposited: | 29 Aug 2023 01:48 |
Last Modified: | 29 Aug 2023 01:48 |
URI: | http://repo.bunghatta.ac.id/id/eprint/15140 |
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