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All Journal Jurnal Kompetitif Bisnis
Saptiani, Fanny
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Economics, Econometrics & Finance Social Sciences

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PENGARUH ORIENTASI PASAR, ORIENTASI KEWIRAUSAHAAN, DAN KEUNGGULAN BERSAING TERHADAP KINERJA PEMASARAN UMKM (Studi Pada Pelaku Usaha Kuliner Kecamatan Bandar Sribhawono, Kabupaten Lampung Timur) Sulaiman, Siti Bilqis; Hartono, Hartono; Saptiani, Fanny
Jurnal Kompetitif Bisnis Vol. 1 No. 1 (2023): Jurnal Kompetitif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

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Abstract

This study aims to determine the influence of market orientation, entrepreneurial orientation and competitive advantage on the marketing performance of SMEs. This type of research uses explanatory research with a quantitative approach. The population of this research is culinary businessmen in the Bandar Sribhawono sub-district. The sampling technique in this study used the nonprobability sampling method with a sample of 40 respondents. Analysis of the research data used multiple linear regression analysis using the SPSS 24 application. Test the hypothesis using the t test and F test. The t results show that the variables market orientation, entrepreneurial orientation, and competitive advantage partially have a positive and significant effect on the marketing performance of MSMEs. The results of the F test show that marketing performance is significantly and positively influenced simultaneously by market orientation, entrepreneurial orientation, and competitive advantage.
Co-Authors Hartono Hartono Sulaiman, Siti Bilqis