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All Journal Benefit: Jurnal Manajemen dan Bisnis AdBispreneur
Yussi Ramawati
Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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STUDI TENTANG FAKTOR PENDORONG BUSINESS PERFORMANCE PADA UMKM DI INDUSTRI KREATIF Ari Setiyaningrum; Yussi Ramawati
AdBispreneur : Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan Vol 6, No 3 (2021): AdBispreneur : Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausa
Publisher : Departemen Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, UNPAD

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/adbispreneur.v6i3.34426

Abstract

The purpose of this study is to test an empirical model to prove whether market orientation and entrepreneurial orientation affect business performance directly or indirectly through the mediating role of marketing capability. The research model was tested in the context of micro, small and medium enterprises (MSMEs) in the creative economy industry. Primary data was collected through a survey method by distributing questionnaires to 295 MSME actors in the creative economy industry in North Kalimantan. Sampling method using purposive sampling with the criteria that respondents have been running their business for at least one year. The research data were then analyzed using PLS-SEM with smart PLS. The results of empirical model testing confirm that market orientation and entrepreneurial orientation have a direct effect on business performance and indirectly on business performance through the mediating role of marketing capability. Market orientation and entrepreneurial orientation were also found to have a positive effect on marketing capability. In the context of SMEs in the creative economy industry, market orientation was found to have a stronger influence on business performance than entrepreneurial orientation, while entrepreneurial orientation was found to have a stronger influence on marketing capability than market orientation. Tujuan dari penelitian ini yaitu menguji sebuah model empiris untuk membuktikan apakah market orientation dan entrepreneurial orientation berpengaruh terhadap business performance secara langsung atau tidak langsung melalui peran mediasi marketing capability. Model penelitian diujikan pada konteks Usaha Mikro Kecil Menengah (UMKM) yang bergerak di industri kreatif. Data primer dikumpulkan melalui metode survei dengan pendistribusian kuesioner pada 295 pelaku UMKM di industri kreatif di Kalimantan Utara. Pengambilan sampel menggunakan purposive sampling dengan kriteria responden telah menjalankan usahanya selama minimal satu tahun. Data penelitian selanjutnya dianalisis menggunakan PLS-SEM dengan SmartPLS. Hasil pengujian model empiris mengkonfirmasi bahwa market orientation dan entrepreneurial orientation terbukti berpengaruh secara langsung terhadap business performance dan berpengaruh secara tidak langsung terhadap business performance melalui peran mediasi marketing capability. Market orientation dan entrepreneurial orientation juga ditemukan berpengaruh positif terhadap marketing capability. Pada konteks UMKM di industri kreatif, market orientation ditemukan memiliki pengaruh yang lebih kuat terhadap business performance dibandingkan entrepreneurial orientation, sedangkan entrepreneurial orientation ditemukan memiliki pengaruh yang lebih kuat terhadap marketing capability dibandingkan dengan market orientation.  
Studi tentang Peran Entrepreneurial Marketing dalam Meningkatkan Business Performance UMKM di Masa Pandemi Covid-19 Ari Setiyaningrum; Yussi Ramawati; Herlin Hidayat
Benefit: Jurnal Manajemen dan Bisnis Volume 7 No 1 Juni 2022
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/benefit.v7i1.16393

Abstract

Abstract: The entrepreneurial marketing approach is a strategic choice that can be adopted by SME actors to continue to survive, especially in the midst of the Covid-19 pandemic situation. This study aims to identify which dimensions of entrepreneurial marketing have an important role in improving SME business performance in the creative economy industry during the Covid-19 pandemic. In particular, this study examines whether the dimensions of entrepreneurial marketing which include proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, customer intensity, resource leveraging, and value creation have an effect on business performance. Primary data was collected through an online survey method involving 258 SME actors in the creative economy industry in Indonesia who had been running their businesses before and during the Covid-19 pandemic. The sampling method used was non-probability sampling through purposive sampling technique. The results of data analysis with multiple linear regression indicated that the dimensions of entrepreneurial marketing that are proven to have an effect and have an important role in improving the business performance of SMEs in the creative economy industry during the pandemic are innovation-oriented, customer intensity, resource leveraging, and value creation, while proactiveness, opportunity-focused, and risk-taking orientation were found to have no effect on business performance.Keywords: entrepreneurial marketing, business performance, small and medium enterprises, creative economy industry, Covid-19 pandemic.  Abstrak: Pendekatan entrepreneurial marketing menjadi pilihan strategi yang dapat diadopsi oleh pelaku UMKM untuk terus bertahan khususnya di tengah situasi pandemi Covid-19. Penelitian ini bertujuan untuk mengidentifikasi dimensi-dimensi entrepreneurial marketing mana yang memiliki peran penting bagi peningkatan business performance UMKM di industri ekonomi kreatif pada masa pandemi Covid-19. Secara khusus, penelitian ini menguji apakah dimensi-dimensi entrepreneurial marketing yang mencakup proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, customer intensity, resource leveraging, dan value creation berpengaruh terhadap business performance. Data primer dikumpulkan melalui metode survei online yang melibatkan 258 pelaku UMKM di industri ekonomi kreatif di Indonesia yang telah menjalankan bisnisnya pada waktu sebelum dan selama pandemi Covid-19. Metode pengambilan sampling menggunakan nonprobability sampling melalui teknik purposive sampling. Hasil analisis data dengan regresi linier berganda menunjukkan bahwa dimensi-dimensi entrepreneurial marketing yang terbukti berpengaruh dan memiliki peran penting bagi peningkatan business performance UMKM di industri ekonomi kreatif selama masa pandemi adalah innovation-oriented, customer intensity, resource leveraging, dan value creation, sedangkan proactiveness, opportunity-focused, dan risk-taking orientation ditemukan tidak berpengaruh terhadap business performance.Kata Kunci: entrepreneurial marketing, business performance, UMKM, industri ekonomi kreatif, pandemi Covid-19.
Co-Authors Ari Setiyaningrum Herlin Hidayat