KEUNGGULAN KOMPETITIF MELALUI PEMASARAN KEWIRAUSAHAAN DAN ORIENTASI KEWIRAUSAHAAN USAHA MIKRO KECIL MENENGAH
Abstract
Abstrak: Penelitian ini merupakan penelitian kuantitatif yang bertujuan untuk menguji pengaruh pemasaran kewirausahaan dan orientasi kewirausahaan terhadap keunggulan kompetitif. Jumlah populasi dalam penelitian ini sebesar 351 pelaku UMKM. Sampel dipilih menggunakan purposive sampling method. Sampel berjumlah sebesar 100 pelaku UMKM di desa Kanekes, Kecamatan Leuwidamar, Lebak. Penelitian ini menggunakan alat analisis partial least square (PLS) dalam analisis inferensial. Hasil penelitian ini menunjukkan bahwa variabel pemasaran kewirausahaan dan orientasi kewirausahaan berpengaruh positif terhadap keunggulan kompetitif. Hasil penelitian ini bermanfaat sebagai bahan masukan bagi pemegang kebijakan mengenai strategi pengembangan keunggulan kompetitif UMKM, dan diharapkan pula dinas terkait dikabupaten Lebak agar menerima hasil penelitian sebagai bahan informasi dalam pengambilan kebijakan guna merumuskan program pembinaan bagi UMKM.
Abstract: This study is a quantitative study that aims to examine the effect of entrepreneurial marketing and entrepreneurial orientation on competitive advantage. The total population in this study was 351 MSME actors. The sample was selected using purposive sampling method. The sample is 100 SMEs in Kanekes village, Leuwidamar district, Lebak. This study uses a partial least square (PLS) analysis tool in inferential analysis. The results of this study indicate that the variables of entrepreneurial marketing and entrepreneurial orientation have a positive effect on competitive advantage. The results of this study are useful as input for policy holders regarding the development of a competitive advantage strategy for SMEs, and it is also hoped that the relevant agencies in Lebak Regency will accept the results of the research as information material in policy making in order to formulate a coaching program for SMEs.
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DOI: 10.34203/jimfe.v7i1.2996
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