THE IMPACT OF ENTREPRENEURIAL ORIENTATION ON MARKETING PERFORMANCE WITH MARKETING CAPABILITY AS MEDIATING VARIABLE (CASE STUDY ON COFFEE SHOP IN PONTIANAK)

DEVY, DEVY ANGRAINI B1024151018

Jurnal Manajemen Update
Vol 8, No 4 (2019): Jurnal Mahasiswa Manajemen

Bisnis coffee shop merupakan bisnis yang menjanjikan karena minat ngopi masyarakat Indonesia yang semakin meningkat dan bergesernya budaya ngopi yang menyebabkan kebanyakan orang minum kopi nongkrong di warung kopi. Menjamurnya bisnis coffee shop mengakibatkan persaingan antar coffee shop untuk tetap menjadi tempat pilihan customer sangat ketat. Oleh karena itu penulis tertarik menggunakan Coffee Shop sebagai studi kasus. Salah satu cara dalam menarik konsumen adalah kinerja pemasaran. Kinerja pemasaran yang sukses dikarena wawasan kewirausahaan dari pekerja ataupun manager Coffee Shop.  Oleh karena itu tujuan dari penelitian ini adalah untuk mengetahui dampak dari orientasi kewirausahaan pada kinerja pemasaran dengan kemampuan pemasaran sebagai variabel mediasi. Data primer di kumpulkan menggunakan kuesioner berdasarkan 100 pemilik atau manejer coffee shop. Analisis model yang digunakan adalah Structural Equation Model, Path Analysis dan diolah menggunakan SmartPLS 3.2.7 untuk mendapatkan data kuantitatif. Hasil yang di dapatkan adalah H1: Orientasi kewirausahaan secara signifikan mempengaruhi kemampuan pemasaran. H2: Orientasi kewirausahaan secara signifikan mempengaruhi kinerja pemasaran. H3: Kemampuan pemasaran secara signifikan mempengaruhi kinerja pemasaran. H4: Kemampuan pemasaran secara signifikan menjadi efek mediasi diantara entrepreneurial orientation and marketing performance.Keywords: Orientasi Kewirausahaan, Kemampuan Pemasaran, Kinerja Pemasaran ReferencesArafah , W., Hady, H., & Herman, H. (2018). The Influence of Market Orientation and Product Innovation on the Competitive Advantage and Its Implication toward Small and Medium Enterprises (UKM) Performance. International Journal of Science and Engineering Invention , 8-21.Fang , S. R., & Fang , E. (2004). 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