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All Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jurnal INTECH Teknik Industri Universitas Serang Raya Buletin Ilmiah Marina : Sosial Ekonomi Kelautan dan Perikanan Journal of Education, Humaniora and Social Sciences (JEHSS) Business Innovation and Entrepreneurship Journal Jurnal Mantik Jurnal Manajemen dan Bisnis Baja (JUMANIS BAJA) Enrichment : Journal of Management Jurnal Pengabdian dan Peningkatan Mutu Masyarakat (JANAYU) Management Science Research Journal Jurnal Integrasi Sumber Daya Manusia Indonesian Journal of Innovation Multidisipliner Research Advances In Social Humanities Research Indonesian Journal of Innovation Multidisipliner Research
Ramdansyah, Agus David
Universitas Sultan Ageng Tirtayasa
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PERAN ORIENTASI KEWIRAUSAHAAN DAN AMBIDEXTERITY DALAM MENINGKATKAN KINERJA PEMASARAN PADA UMKM OLAHAN IKAN DI BANTEN Marliani, Retni; Ramdansyah, Agus David; Nupus, Hayati
Buletin Ilmiah Marina Sosial Ekonomi Kelautan dan Perikanan Vol 11, No 2 (2025): DESEMBER 2025
Publisher : Research Center for Marine and Fisheries Socio-Economic

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15578/marina.v11i2.16079

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) menghadapi tantangan daya saing karena keterbatasan akses terhadap platform pemasaran digital dan keahlian manajerial. Untuk menjawab permasalahan tersebut penelitian ini mengkaji pengaruh orientasi kewirausahaan terhadap kinerja pemasaran UMKM olahan ikan di Provinsi Banten. Penelitian ini menggunakan pendekatan kuantitatif untuk menganalisis peran ambidexterity (kelincahan luar biasa) dalam meningkatkan kinerja pemasaran pada UMKM olahan ikan di Banten. Pengumpulan data dilakukan pada bulan November 2024 hingga April 2025. Peneliti mengumpulkan data dari 104 responden melalui metode purposive sampling dan menganalisisnya dengan menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa orientasi kewirausahaan dan ambidexterity secara positif dan signifikan berkontribusi pada peningkatan kinerja pemasaran. Berdasarkan temuan tersebut, UMKM olahan ikan di Banten perlu mengadopsi strategi inovatif dan meningkatkan kemampuan operasional mereka. Selain itu, penelitian ini memberikan wawasan yang berharga bagi para praktisi dan pembuat kebijakan yang berupaya meningkatkan daya saing UMKM olahan ikan di pasar yang semakin kompetitif.TITLE: ENTERPRENEURIAL ORIENTATION AND AMBIDEXTERITY IN ENHANCING MARKETING PERFORMANCE OF PROCESSED FISH MSMEs IN BANTENMicro, Small, and Medium Enterprises (MSMEs) face competitiveness challenges due to limited access to digital marketing platforms and managerial expertise. To address this issue, this study examines the effect of entrepreneurial orientation on the marketing performance of fish processing MSMEs in Banten Province. This study uses a quantitative approach to analyse the role of ambidexterity in improving the marketing performance of fish processing MSMEs in Banten. Data collection was conducted from November 2024 to April 2025. The researchers collected data from 104 respondents through purposive sampling and analysed it using Structural Equation Modelling (SEM). The results of the study indicate that entrepreneurial orientation and ambidexterity positively and significantly contribute to improving marketing performance. Based on these findings, fish processing SMEs in Banten need to adopt innovative strategies and improve their operational capabilities. In addition, this study provides valuable insights for practitioners and policymakers seeking to improve the competitiveness of fish processing SMEs in an increasingly competitive market.
Co-Authors Abda Abda Andri Yulianto Damarwulan, Liza Mumtazah Dibyantoro Didit Haryadi Erma Suriadarma Hayati Nupus HER Taufik Hermawan, Uwes I Gusti Agung Komang Diafari Djuni Hartawan Imron , Ali Jamjuri Jamjuri Kambara, Roni Karsikah Karsikah Khadafi, Daffa Muhammad Liza Mumtazah Damarwulan Lutfi Lutfi Lutfi, Lutfi Marliani, Retni Meutia, Meutia Mochamad Alvin Fikri Monica Pricilia Putri Mujiburrohman Mujiburrohman Novaria, Vidy Kun Raden Mohamad Herdian Bhakti Rahmat Al Amin RAUETA, Risma Rizal Zulkarnain Roni Kambara Sofi’i, Imam SP Tambunan, Galuh Stannia Cahaya Suci Vadilla Mutia Zahara Wawan Prahiawan Wawan Prahiawan Yanto Azie Setya, Yanto Azie Yugi Adhari Nugraha