Meningkatkan Kinerja Pemasaran melalui Orientasi Pasar dan Orientasi Kewirausahaan

Aulia, Rizki; Astuti, Miguna; Ridwan, Hariyanto

doi:10.30596/jimb.v20i1.2397

Cited by 14 publications

(16 citation statements)

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“…If entrepreneurial orientation was experienced, the marketing performance did not experience the same increase in home furniture industry in Sawahan District. The results of this study support the research conducted by Aulia et al, (2019), Hatta (2015, and Setyawati (2013), which stated that entrepreneurial orientation has no significant effect on marketing performance, so it can be understood that this study can strengthen the results of previous researches. In a study conducted by Setyawati (2013), the entrepreneurial orientation variable is an antecedent of market orientation, so that it affects the outcome of the relationship that is not significant.…”

Section: The Effect Of Entrepreneurship Orientation (X 1 ) On Marketing Performance (Y)supporting

confidence: 87%

“…The results of research conducted by Buli (2017) and Masa'deh et al (2018) show that entrepreneurial orientation has a positive and significant effect on marketing performance. Entrepreneurial orientation as a process, practice, and decision-making skill that reflected in directing companies to engage in innovative, proactive, and risk-taking behavior in order to improve company performance (Aulia et al, 2019). The results of the study by Aulia et al (2019) showed that entrepreneurial orientation did not significantly influence marketing performance.…”

Section: Development Of Hypothesismentioning

confidence: 99%

“…Entrepreneurial orientation as a process, practice, and decision-making skill that reflected in directing companies to engage in innovative, proactive, and risk-taking behavior in order to improve company performance (Aulia et al, 2019). The results of the study by Aulia et al (2019) showed that entrepreneurial orientation did not significantly influence marketing performance. Similarly, research conducted by Hatta (2015) and Setyawati (2013) also showed that entrepreneurial orientation does not directly affect marketing performance.…”

Section: Development Of Hypothesismentioning

confidence: 99%

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The Effect of Entrepreneurship Orientation and Market Orientation on Marketing Performance of Furniture Home Industry in Sawahan District

Sudarmadji¹,

Sidharta²,

Wiryakusuma³

2020

Review of Management and Entrepreneurship

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This study analyzes the effect of entrepreneurial orientation and market orientation on the marketing performance of furniture home industry in Sawahan District. The objectives of this research are to: (1) determine the effect of entrepreneurial orientation on marketing performance (2) determine the effect of market orientation on marketing performance. The population in this study were 158 furniture home industry businesses in Sawahan District, Surabaya. The number of samples taken is 113 respondents which was determined using the Slovin formula. By using a quantitative research approach, the sampling technique used in this study used a random sampling method. Source of data obtained in this study is through the process of distributing questionnaires to 113 respondents in the home furniture industry in the District of Sawahan. The analytical tool used was SPSS 22. The results of the research obtained are that (1) entrepreneurial orientation do not significantly influence the marketing performance of furniture home industry in Sawahan District (2) Market orientation do not significantly influence the marketing performance of furniture home industry in Sawahan District. From the results of the research, business actors can begin to implement entrepreneurial orientation and market orientation through real practice. External encouragement is needed by businesses through extension activities and intensive training given by the government to mentally equip and provide knowledge so the furniture home industry business owners in Sawahan District can maintain the sustainability of their businesses.

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Section: The Effect Of Entrepreneurship Orientation (X 1 ) On Marketing Performance (Y)supporting

confidence: 87%

Section: Development Of Hypothesismentioning

confidence: 99%

Section: Development Of Hypothesismentioning

confidence: 99%

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The Effect of Entrepreneurship Orientation and Market Orientation on Marketing Performance of Furniture Home Industry in Sawahan District

Sudarmadji¹,

Sidharta²,

Wiryakusuma³

2020

Review of Management and Entrepreneurship

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“…Orientasi pasar merupakan salah satu faktor yang bisa membawa pada meningkatnya kinerja pemasaran (Aulia et al, 2019). Orientasi pasar adalah kondisi dimana sebuah perusahaan dalam melakukan suatu keputusan berdasarkan kondisi riil di pasar dan melakukan pendekatan -pendekatan pada pasar dengan cara penelitian dan memahami nilai-nilai yang berlaku (Pertiwi & Siswoyo, 2016).…”

Section: Pendahuluanunclassified

Inovasi Produk Dalam Memediasi Orientasi Pasar Terhadap Kinerja Pasar Industri Kain Songket Di Kabupaten Jembrana

Resyananda

Mandala²

2022

EJMUNUD

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Kinerja pasar merupakan hasil kerja dan prilaku kerja yang dicapai perusahaan, untuk mencerminkan seberapa baik prospek suatu perusahaan di mata investor. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh orientasi pasar terhadap kinerja pasar, pengaruh orientasi pasar terhadap inovasi produk, pengaruh inovasi produk terhadap kinerja pasar serta peran inovasi produk dalam memediasi pengaruh orientasi pasar terhadap kinerja pasar industri songket di Jembrana. Sampel dalam penelitian ini adalah pemilik usaha kain songket di Kabupaten Jembrana. Penentuan sampel dalam penelitian ini memakai metode purposive sampling. Terdapat 36 industri yang digunakan sebagai sampel dalam penelitian ini sesuai dengan survei yang telah dilakukan. Pengujian dilakukan dengan metode PLS (Partial Least Square) dengan program smartPLS. Hasil penelitian ini menunjukkan bahwa terdapat hubungan yang positif dan signifikan antara orientasi pasar dengan kinerja pasar, hubungan yang positif dan signifikan orientasi pasar dengan inovasi produk, hubungan yang positif dan signifikan inovasi produk dengan kinerja pasar. Inovasi produk berperan sebagai variabel mediasi antara pengaruh orientasi pasar dengan kinerja pasar. Kata kunci: Orientasi pasar, Inovasi produk, Kinerja pasar

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“…Penelitian sebelumnya menyatakan bahwa perusahaan dituntut untuk melakukan sebuah inovasi yang dapat menyempurnakan dan mengembangkan suatu produk untuk mempertahankan kelangsungan hidup dan keuntungan perusahaan (Rizki, 2019). Perusahaan yang berorientasi pada kewirausahaan akan melakukan inovasi yang kreatif, proaktif, dan berani mengambil resiko, maka dengan begitu perusahaan akan lebih maju karena selalu melakukan perbaikan (Pureati et al, 2021) Dapat disimpulkan dari pengertian diatas bahwa inovasi adalah seseuatu kreatifitas untuk merubah suatu produk ataupun jasa yang memiiki nilai lebih dan memiliki perbedaan dari para pesaingnya.…”

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Orientasi Kewirausahaan Dan Inovasi Dalam Meningkatkan Kinerja Pemasaran Di Masa Pandemi Covid-19

Ulpah

Sunarya²,

Ramdan³

2022

COSTING

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This study aims to determine the effect of entrepreneurial orientation and innovation variables on marketing performance. This study uses quantitative methods. The population in this study is the owner of MSME cake in the city of Sukabumi and the sample used is 36 respondents. The data analysis technique used is multiple linear regression analysis and the sample technique used is probability sampling. The results of this study indicate that simultaneously and partially the variables of entrepreneurial orientation and innovation have a positive and significant influence on marketing performance. The results of the f test, which is known from the value of Fcount 44,229 > 3.28, shows that the value of Fcount is greater than Ftable and from the correlation results in this study, it has a very strong and high value of 0.737. Meanwhile, from the results of the t-test value, namely Tcount 3,555 > 1,692, it shows that Tcount is greater than Ttable, so it can be concluded that the entrepreneurial orientation and innovation variables have an influence on marketing performance. Keywords: Entrepreneurship orientation, Innovation, Marketing Performance

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Meningkatkan Kinerja Pemasaran melalui Orientasi Pasar dan Orientasi Kewirausahaan

Cited by 14 publications

References 1 publication

The Effect of Entrepreneurship Orientation and Market Orientation on Marketing Performance of Furniture Home Industry in Sawahan District

The Effect of Entrepreneurship Orientation and Market Orientation on Marketing Performance of Furniture Home Industry in Sawahan District

Inovasi Produk Dalam Memediasi Orientasi Pasar Terhadap Kinerja Pasar Industri Kain Songket Di Kabupaten Jembrana

Orientasi Kewirausahaan Dan Inovasi Dalam Meningkatkan Kinerja Pemasaran Di Masa Pandemi Covid-19

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