GDL

The Effect of Entrepreneurial Orientation and Market Orientation on Product Innovation and Firm's Performance (Survey on Micro and Small Enterprises of Consumer Goods in West Bandung Regency)

Skripsi, 022 / 2021 / BA
Undergraduate Theses from JBPTPPOLBAN / 2022-05-12 15:50:22
Oleh : Rari Ulima Fitri - 175254022 (rari.ulima.abs417@polban.ac.id)
Dibuat : 2022-05-12, dengan 4 file

Keyword : Inovasi produk, kinerja perusahaan, orientasi kewirausahaan, orientasi pasar, Usaha Mikro Kecil Menengah (UMKM)
Subjek : Entrepreneurial orientation, firm’s performance, market orientation, product innovation, Small and medium-sized enterprises (SMEs)

Kinerja UMKM berperan penting menghidupkan perekonomian suatu negara karena produk yang dihasilkan menentukan tinggi rendahnya produk domestik bruto. Wabah pandemi Covid-19 berdampak pada kinerja UMKM antara lain kesulitan memperoleh bahan baku, kesulitan permodalan, kendala produksi, dan penurunan penjualan. Penurunan kinerja ditingkatkan melalui inovasi produk. Penelitian ini bertujuan untuk menganalisis dan memahami pengaruh orientasi kewirausahaan dan orientasi pasar terhadap inovasi produk dan kinerja perusahaan. Metode penelitian yang digunakan adalah explanatory survey, yaitu suatu metode survei untuk mengungkap kejelasan hubungan dan pengaruh antara variabel penelitian. Teknik pengumpulan data menggunakan kuisioner dengan responden pelaku usaha mikro kecil di Kabupaten Bandung Barat dengan ukuran sampel sebanyak 50 perusahaan. Pengujian hipotesis menggunakan Structural Equation Modeling (SEM) berbasis varian yang diolah menggunakan aplikasi Partial Least Square (PLS). Hasil penelitian menunjukkan orientasi kewirausahaan berpengaruh positif terhadap orientasi pasar, orientasi pasar berpengaruh positif terhadap inovasi produk, inovasi produk berpengaruh positif terhadap kinerja perusahaan, orientasi kewirausahaan berpengaruh terhadap inovasi produk secara tidak langsung melalui orientasi pasar.

Deskripsi Alternatif :

The performance of SMEs plays an important role in reviving a country's economy because the products produced determine the level of gross domestic product. The COVID-19 pandemic has impacted the performance of MSMEs, including difficulties in obtaining raw materials, difficulties in capital, production constraints, and a decline in sales. Decreased performance is improved through product innovation. This study aims to analyze and understand the effect of entrepreneurial orientation and market orientation on product innovation and company performance. The research method used is explantory survey, which is a survey method to reveal the clarity of the relationship and influence between research variables. The data collection technique used a questionnaire with respondents of micro and small businesses in West Bandung Regency with a sample size of 50 companies. Hypothesis testing using Structural Equation Modeling (SEM) based on variants processed using Partial Least Square (PLS) applications. The results show that entrepreneurial orientation has a positive effect on market orientation, market orientation has a positive effect on product innovation, product innovation has a positive effect on company performance, entrepreneurial orientation has an indirect effect on product innovation through market orientation.

Beri Komentar ?#(0) | Bookmark

Properti	Nilai Properti
ID Publisher	JBPTPPOLBAN
Organisasi
Nama Kontak	Erlin Arvelina
Alamat	Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
Kota	Bandung
Daerah	Jawa Barat
Negara	Indonesia
Telepon	022 201 3789 ext. 168, 169, 239
Fax	022 201 3889
E-mail Administrator	erlin.arvelina@polban.ac.id
E-mail CKO	erlin.arvelina@polban.ac.id