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All Journal Jurnal Akuntansi, Manajemen, Bisnis dan Teknologi
Arramadhan Daulay, Wan Akbar
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis Pengaruh Inovasi, Pengambilan Resiko, Otonomi, dan Reaksi Proaktif Terhadap Kapabilitas Pemasaran Ukm Kuliner Arramadhan Daulay, Wan Akbar
Jurnal Akuntansi, Manajemen, Bisnis dan Teknologi Vol 3 No 2 (2023): Jurnal Akuntansi, Manajemen, Bisnis dan Teknologi - Edisi Agustus 2023
Publisher : Sekolah Tinggi Ilmu Ekonomi Mahaputra Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56870/ambitek.v3i2.87

Abstract

Indonesian traditional culinary businesses must face a competitive environment due to the influx of imported foodproducts and the change of culinary taste of the younger generation. Therefore, it is necessary for small scale culinarybusinesses to enhance their capacity to be able to compete in the business by taking autonomous, proactive, innovative and risk-taking steps that leads to better Marketing Capability. In this research Entrepreneurship Orientation is observed through seven dimensions namely: product capability, price, place, promotion, people, process and physical evidence. Thisresearch involved 200 culinary SMEs in the area of Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) that wererandomly selected as respondents and this research concluded that there is a positive effect from autonomous, innovative and risk-taking efforts towards the Marketing Capability. Meanwhile proactive effort has a negative effect towards theMarketing Capability of the Culinary SMEs in Jabodetabek. The Marketing Capability is indicated by the promotion capability, human resources capability, process capability, and the capability of the chosen place or venue for the culinary business.
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