Analisis Pengaruh Orientasi Pasar dan Orientasi Kewirausahaan terhadap Kinerja UKM Batik di Kabupaten Cirebon
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Abstract
Abstract
The performance of small and medium enterprises (SMEs) is globally considered an important driving force that drives economic growth in developed and developing countries. SMEs account for about 99 percent of all businesses, and they have been recognized globally as a major driver of competitiveness, job creation, and economic growth. The purpose of this study was to examine the extent to which market orientation and entrepreneurial orientation influence the performance of batik SMEs in Cirebon Regency. The sampling method used the Purposive Sampling method. The sample in this study was 120 batik SMEs. The analysis technique used the Structural Equation Model (SEM) in the AMOS 22 statistical package. The results of the hypothesis testing concluded that market orientation and entrepreneurial orientation had a positive and significant effect on competitive advantage. Market orientation and entrepreneurial orientation had a positive and significant effect on SME performance. By creating good market orientation and entrepreneurial orientation, competitive advantage can be improved. Market orientation has a positive but not significant effect on SME performance. Entrepreneurial orientation has a positive and significant effect on SME performance.
Keywords: Market Orientation, Entrepreneurial Orientation, Competitive Advantage, SME Performance
Abstrak
Kinerja usaha kecil dan menengah (UKM) secara global dianggap sebagai kekuatan pendorong penting yang mendorong pertumbuhan ekonomi negara-negara maju dan berkembang. UKM mencakup sekitar 99 persen dari semua bisnis, dan mereka telah diakui secara global sebagai pendorong utama daya saing, penciptaan lapangan kerja, dan pertumbuhan ekonomi. Tujuan penelitian ini untuk menguji seberapa besar pengaruh orientasi pasar dan orientasi kewirausahaan terhadap kinerja UKM batik di kabupaten Cirebon. Metode pengambilan sampel dengan metode Purposive Sampling. Sampel dalam penelitian ini sebanyak 120 UKM batik. Teknik analisis menggunakan Structural Equation Model (SEM) pada paket statistik AMOS 22. Hasil dari pengujian hipotesis menyimpulkan bahwa orientasi pasar dan orientasi kewirausahaan berpengaruh positif dan signifikan terhadap keunggulan bersaing. Orientasi pasar dan orientasi kewirausahaan berpengaruh positif dan signifikan terhadap kinerja UKM. Dengan menciptkan orientasi pasar dan orientasi kewirausahaan yang baik maka keunggulan bersaing dapat ditingkatkan. Orientasi pasar berpengaruh positif tetapi tidak signifikan terhadap kinerja UKM. Orientasi kewirausahaan berpengaruh positif dan signifikan terhadap kinerja UKM.
Kata Kunci: Orientasi Pasar, Orientasi Kewirausahaan, Keunggulan Bersaing, Kinerja UKM
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