Keunggulan Kompetitif Melalui Pemasaran Kewirausahaan Dan Orientasi Kewirausahaan Usaha Mikro Kecil Menengah

Suharyati, Suharyati; Ediwarman, Ediwarman; Nobelson, Nobelson

doi:10.34203/jimfe.v7i1.2996

Cited by 3 publications

(4 citation statements)

References 2 publications

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“…This research uses quantitative descriptive data analysis, which uses a research instrument as questioner that is given to respondents. This analysis can describe descriptively related to the respondents in this study, (Sugiyono, 2014). Based on (Ferdinand, 2014) Sampling.…”

Section: Methodsmentioning

confidence: 99%

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The Impact of Sostac's Digital Marketing Planning Strategy on Marketing Performance Through Competitive Advantage

Suharyati¹,

Handayani²,

Nobelson³

2023

IJEASS

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The majority of MSMEs in the Sukmajaya sub-district, Depok, are engaged in the culinary field, totaling 771 MSMEs out of a total of 2,835 MSMEs. The decline in the number of MSMEs in 2020 due to the Covid-19 pandemic has made it difficult for MSMEs to market their products. On the other hand, during this period, SMEs emerged with digital innovation. Digital marketing planning is necessary for MSMEs in running their business to create a competitive advantage and improve marketing performance. MSMEs that do not implement digital marketing in running their business will be left behind and lose customers because customer buying behavior has changed towards digital. This research is quantitative descriptive research using the SmartPLS 3.0 tool to analyze the effect of each variable. The type of data is primary data by distributing questionnaires to 125 Culinary MSME respondents in the Sukmajaya sub-district, Depok city via Google form. In this study, data analysis techniques were carried out in the form of descriptive data analysis and inferential data analysis, and hypothesis testing. The results of the study prove that digital marketing planning using the SOSTAC method has a positive and significant effect on Competitive advantage, SOSTAC Digital marketing planning has a positive and significant effect on marketing performance and Competitive advantage has a positive and significant effect on marketing performance. The results of the study show that SOSTAC Digital Marketing Planning has a positive and significant indirect relationship to marketing performance through competitive advantage, which is bigger than the direct relationship. Thus, in SOSTAC Digital Marketing Planning, to achieve marketing performance, MSME actors must first be able to create a competitive advantage.

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Section: Methodsmentioning

confidence: 99%

“…Based on (Ferdinand, 2014) Sampling. Determination of sample measure based on Roscoe's opinion, (Sugiyono, 2014) explains that the measure of valid samples is 30 -500. In multivariate research, the sample size is determined as much as 10 times the variables studied.…”

Section: Methodsmentioning

confidence: 99%

The Impact of Sostac's Digital Marketing Planning Strategy on Marketing Performance Through Competitive Advantage

Suharyati¹,

Handayani²,

Nobelson³

2023

IJEASS

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show abstract

“…In 1998, when the financial crisis hit Indonesia, small and medium enterprises were better equipped to survive than large companies. Foreign money does not depend on large capital or loans because most small businesses do not depend on large capital or loans from outside sources (Astuti et al, 2021). As a result, when exchange rates fluctuate, large companies have to constantly deal with foreign currencies, which are the most severe source of securities problems.…”

Section: Swot Analysismentioning

confidence: 99%

Analysis of Business Model Development in Culinary Businesses Using a Cost-Restricted Business Model Canvas for PNM Mekaar Customers, Banjarnegara Branch

Puji Santoso,

A. Dewantoro Marsono

2023

FJSR

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This study aims to map, evaluate and improve the business model of the culinary business of PNM Mekaar Banjarnegara Branch customers. This study uses qualitative methods with data collection tools through Focus Group Discussions (FGD) and in-depth interviews to obtain information and analyze business models. The research subjects were the customers of PNM Mekaar Banjarnegara Branch. The results of the study show that culinary business actors carried out by customers of PNM Mekaar Banjarnegara Branch have not fully used the Business Model Canvas. The nine elements of the Business Model Canvas are added for improvement as a future business development effort. Furthermore, the results of the SWOT analysis also obtained 10 strategies that can be used as alternatives for future business development

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“…Kewirausahaan strategis terbukti penting bagi perusahaan menengah dan kecil dalam mengembangkan inovasi sebagai dasar pertumbuhan yang menguntungkan (Covin & Wales, 2012;Lumpkin & Dess, 1996;Rauch et al, 2009). Penelitian lain yang menggunakan dimensi ini dan mengaitkannya dengan peningkatan kinerja perusahaan (Rauch et al, 2009;Suharyati et al, 2021;Wahyuni & Sara, 2020). Dalam penelitian ini menggunakan kelima dimensi tersebut.…”

Section: Orientasi Kewirausahaan (Entrepreneurial Orientation)unclassified

Dampak orientasi kewirausahaan terhadap kinerja usaha melalui kompetensi kewirausahaan pada UMKM Wanita

Suharyati,

Handayani,

Utami

2023

J. Manaj. Bisnis dan Kewirausahaan

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This study analyzes Women-Owned Micro, Small, and Medium Enterprises (WSMEs) in Sawangan and Bojongsari, utilizing a sample of 100 respondents. The research focuses on Entrepreneurial Orientation, Entrepreneurial Competence, and WSMEs Performance. Findings reveal that the majority of WSMEs operate in the culinary sector, with most having been established for 1-3 years, and having capital below Rp. 5,000,000, -, and monthly income below Rp. 5,000,000, -. Cash is the primary payment method, and WhatsApp is the dominant promotional platform. SEM-PLS 3.0 shows a strong relationship between Entrepreneurial Orientation and Entrepreneurial Competence. However, there is no direct significant link between Entrepreneurial Orientation and WSME performance. Nonetheless, a significant positive indirect relationship, mediated by Entrepreneurial Competence, influences WSMEs Performance. Entrepreneurial Competence significantly affects WSMEs Performance, aligning with prior research. This study underscores the importance of competence and the development of entrepreneurial orientation for WSME’s growth and navigating complex business challenges. Studi ini menganalisis UMKM Wanita di Sawangan dan Bojongsari, dengan menggunakan 100 responden sebagai sampel, fokus penelitian pada Orientasi Kewirausahaan, Kompetensi Kewirausahaan, dan Kinerja UMKM Wanita. Hasil penelitian menunjukkan bahwa mayoritas UMKM beroperasi dalam bidang kuliner atau makanan-minuman, usia usaha mayoritas berada pada kisaran 1-3 tahun, modal terbesar berada pada katagori di bawah Rp. 5.000.000,-, dan pendapatan di bawah Rp. 5.000.000,- per bulan. Alat pembayaran utama berupa uang tunai, dan promosi yang dilakukan didominasi melalui via WhatsApp. Dengan menggunakan software SEM-PLS 3.0, ditemukan hubungan kuat antara Orientasi Kewirausahaan dan Kompetensi Kewirausahaan, tetapi tidak terdapat hubungan langsung yang signifikan antara Orientasi Kewirausahaan dan Kinerja UMKM Wanita. Namun terdapat hubungan tidak langsung positif dan signifikan, yang dimediasi oleh Kompetensi Kewirausahaan berpengaruh terhadap Kinerja UMKM Wanita. Kompetensi Kewirausahaan berpengaruh besar terhadap Kinerja UMKM Wanita, sejalan dengan penelitian sebelumnya. Studi ini menyoroti pentingnya kompetensi dan pengembangan orientasi kewirausahaan untuk pertumbuhan UMKM Wanita dan menghadapi tantangan bisnis yang kompleks.

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Keunggulan Kompetitif Melalui Pemasaran Kewirausahaan Dan Orientasi Kewirausahaan Usaha Mikro Kecil Menengah

Cited by 3 publications

References 2 publications

The Impact of Sostac's Digital Marketing Planning Strategy on Marketing Performance Through Competitive Advantage

The Impact of Sostac's Digital Marketing Planning Strategy on Marketing Performance Through Competitive Advantage

Analysis of Business Model Development in Culinary Businesses Using a Cost-Restricted Business Model Canvas for PNM Mekaar Customers, Banjarnegara Branch

Dampak orientasi kewirausahaan terhadap kinerja usaha melalui kompetensi kewirausahaan pada UMKM Wanita

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