PERAN ORIENTASI PASAR, ORIENTASI KEWIRAUSAHAAN DAN STRATEGI BERSAING TERHADAP PENINGKATAN KINERJA UKM
DOI:
https://doi.org/10.24034/j25485024.y2015.v19.i2.88Keywords:
Orientasi pasar, orientasi kewirausahaan, strategi bersaing, kinerjaAbstract
Pokok permasalahan pada penelitian ini adalah lemahnya kinerja UKM. Hal ini dapat disebabkan oleh faktor budaya bisnis (orientasi pasar dan orientasi kewirausahaan) serta faktor strategi bersaing pada UKM. Masalah penelitian yang diangkat adalah bagaimana pengaruh orientasi pasar, orientasi kewirausahaan dan strategi bersaing terhadap kinerja UKM. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh orientasi pasar, orientasi kewirausahaan dan strategi bersaing terhadap kinerja UKM. Sampel penelitian adalah 100 UKM Industri Kreatif di Propinsi DIY dengan bidang usaha handycrapts (aneka kerajinan perak, serat alam, gerabah, kulit, dan kayu) dan bidang usaha fashion (aneka Batik). Pengujian hipotesis menggunaan analisis jalur/path analysis. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang positif dan signifikan antara orientasi pasar dan orientasi kewirausahaan terhadap strategi bersaing (strategi diferensiasi, biaya rendah, dan fokus). Orientasi pasar dan orientasi kewirausahaan berpengaruh positif terhadap kinerja UKM. Strategi bersaing (strategi diferensiasi, biaya rendah, dan fokus) berpengaruh positif terhadap kinerja UKM. Orientasi kewirausahaan memiliki pengaruh langsung yang lebih tinggi dibanding orientasi pasar.References
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