Analisis Pengaruh Orientasi Pasar Inovasi Produk Sebagai Strategi Bersaing serta Pengaruhnya Terhadap Kinerja Usaha (Studi Pada Usaha Kerajinan Kayu di Desa Sebatu Gianyar)

Authors

  • Made Mulia Handayani Fakultas Ekonomi dan Bisnis Universitas Ngurah Rai

DOI:

https://doi.org/10.23887/bjm.v6i2.28563

Keywords:

Wood handicraft business performance

Abstract

Sebatu Village is the center of wood crafts center in Gianyar, but currently the number of wood handicraft businesses in Sebatu Village is decreasing. The purpose of this study was to determine the effect of market orientation and product innovation on competitive strategies and business performance, and to determine the effect of competitive strategies on the performance of wood handicraft businesses in Sebatu Village. This research uses quantitative methods. This research was conducted by taking the object of research in the woodcraft business in Sebatu Village, amounting to 240 companies. The sample in this study amounted to 71 respondents. The analysis technique used in this research is the Structural Equation Model (SEM) using PLS. The results showed that market orientation and product innovation had a positive and significant effect on competitive strategies and business performance. And the competitive strategy has no significant effect on business performance. The competitive strategy has also not been able to mediate the influence of market orientation and product innovation on business performance.

Author Biography

Made Mulia Handayani, Fakultas Ekonomi dan Bisnis Universitas Ngurah Rai

Fakultas Ekonomi dan Bisnis

References

Abdul Manap, 2016. Revolusi Manajamen Pemasaran. Jakarta ; Mitra Wacana Media

Cecep Hidayat. 2015. Pengukuran Orientasi Pasar Pada Jenis Usaha Mikro Kecil dan Menengah. Binus Business Review, Vol 6 No 2 Agustus 2015

Drumond, G., Ensor J., & Ashford, R. 2009. Strategic Marketing: Planning and Control (3rd ed.). Elsevier.

Fontana, Avanti. 2011. Innovate We Can. Bekasi: Cipta Inovasi Sejahtera

Ghozali, Imam (2010). Struktural Equation Modeling Metode Alernatif Dengan Partial Least Square. Badan Penerbit Universitas Diponegoro.

Handayani, M., Mandiyasa, I. K., & Arini, I. (2020). Marketing Mix Analisys Business Success Ceremonial Means Fiber-Based In Bresela Village, Gianyar. ADI Journal on Recent Innovation (AJRI), 1(2), 130-135.

Hery, G.L, Edi, R., Retno, H. 2007. “Membangun Keunggulan Kompetitif Melalui Aliansi Stratejik Untuk Meningkatkan Kinerja Perusahaan (Studi Kasus pada PT. POS Indonesia Wilayah VI Jateng dan DIY)”. Jurnal StudManajemen & Organisasi. Vol. 4, No. 2, Juli, 2007, Hal. 1.

Jamil Farhas Rizqon, Samsir, Sri Restuti 2016. Membangun Keunggulan Bersaing Melalui Inovasi, Manajemen Pengetahuan dan Orientasi Pasar. (Studi Pada Usaha Mikro Produk Makanan Khas Riau di Kota Pekanbaru), Jurnal Tepak Manajemen Bisnis, Vol. VIII No. 1 Januari 2016).

Jayaninggrum Erni, Brillyanes Sanawiri. 2018. Pengaruh Orientasi Pasar Inovasi Orientasi Kewirausahaan Terhadap Keunggulan Bersaing dan Kinerja Pemasaran (Studi Pada Kuliner Cafe Kota Malang) Jurnal Administrasi Bisnis (JAB)|Vol. 54 No.1

Lukas, Bryan. A and Ferrell, O. C, 2000, The Effect of Market Orientation on Product Innovation, Journal of the Academy of Marketing Science, Vol. 28.

Mohammed A. M(2011), Market Orientation and Business Performance among SMEs in Ghana,International Business Research Vol. 4, No. 1

Porter (2007) Strategi Bersaing, Teknik Menganalisis Industry dan Pesaing, Jakarta: Erlangga.

Romansyah Sahabuddin. 2015. Meningkatkan Kinerja Usaha Mikro Kecil dan Menengah dalam Perspektif Kewirausahaan. Makassar; Carabaca.

Suardhika, I Nengah. 2011. Integrasi Sumber Daya Strategis, Orientasi Kewirausahaan dan Dinamika Lingkungan Sebagai Basis Strategi Bersaing Serta Pengaruhnya Terhadap Kinerja Usaha ( Studi Pada Usaha Kecil dan Menengah di Bali). Jurnal Aplikasi Manajemen. Vol 10. 2011

Sugiyono. 2014. Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta. Bandung

Uncles, Mark. (2000). “Market Orientation”.Australian Journal of Management.Vol.25, No.2.

Setyawati, Harini A (2013) Pengaruh orientasi kewirausahaan dan Orientasi Pasar terhadap Kinerja Perusahaan Melalui keunggulan bersaing dan persepsi ketidak pastian lingkungan sebagai prediksi Variabel Mediasi ( Survey pada UMKM perdagangan di Kabupaten Kebumen) vol 12 no 2

Downloads

Published

2020-12-11

Issue

Section

Articles