Pengaruh Entrepreneurship dan Market Oriented Terhadap Keunggulan Bersaing untuk Peningkatan Kinerja Online Shop UMKM

Prajogo, Uke

doi:10.26905/jtmi.v6i2.5352

Cited by 3 publications

(5 citation statements)

References 2 publications

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“…states that entrepreneurial ability involves the ability to identify, pursue, and manage business opportunities with limited resources. In the context of culinary SMEs, entrepreneurial capabilities may include the ability to identify emerging culinary market trends, adapt to change, and capitalize on emerging business opportunities (Prajogo, 2020). E-marketing or digital marketing has become an integral part of modern business marketing strategies.…”

Section: Literature Reviewmentioning

confidence: 99%

The Influence of Innovation Capability and Entrepreneurship Capability on E-Marketing Performance, Mediated by Competitive Advantage, to Enhance Culinary SMEs in Ponorogo

Adinata,

Sholahuddin,

Kuswati

et al. 2023

jhsss

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Ponorogo, a well-known culinary center in East Java, is famous for its Ponorogo satay and a variety of other delicious food offerings. In support of culinary businesses, the government consistently arranges exhibitions for Micro, Small, and Medium Enterprises (MSMEs). However, small and medium-sized culinary enterprises in this region face challenges when it comes to improving their ability to innovate, their entrepreneurial skills, and their competitiveness in the realm of online marketing. This research aims to explore the impact of innovation and entrepreneurial capabilities on the performance of e-marketing among these culinary businesses in Ponorogo. It seeks to understand how these capabilities affect the effectiveness of e-marketing and how competitive advantage plays a role in this relationship. To achieve this, the study employs a mixed-method approach, collecting quantitative data through a survey involving 212 randomly selected participants. The gathered data is then analyzed using Structural Equation Modeling (SEM) with the assistance of the SmartPLS 3.0 software application. The study's findings underscore a significant positive association between innovation capability and e-marketing performance, suggesting that SMEs with stronger innovation capabilities tend to achieve better outcomes in e-marketing. Similarly, entrepreneurial capability exhibits a positive correlation with e-marketing performance, indicating that SMEs with a robust entrepreneurial mindset demonstrate enhanced effectiveness in e-marketing. Furthermore, the research reveals that competitive advantage plays a pivotal role as an intermediary between innovation capability, entrepreneurial capability, and e-marketing performance. The implications of this study offer valuable insights for culinary SMEs in Ponorogo, guiding them in refining their e-marketing strategies. By cultivating a culture of innovation and fostering entrepreneurial activities, these SMEs can bolster their competitive advantage, ultimately leading to improved e-marketing performance. Policymakers and industry stakeholders can leverage these findings to develop targeted support programs and initiatives for culinary SMEs, thereby fostering sustainable growth and prosperity in the regional culinary sector.

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Section: Literature Reviewmentioning

confidence: 99%

The Influence of Innovation Capability and Entrepreneurship Capability on E-Marketing Performance, Mediated by Competitive Advantage, to Enhance Culinary SMEs in Ponorogo

Adinata,

Sholahuddin,

Kuswati

et al. 2023

jhsss

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show abstract

“…Berbagai platform toko online juga menawarkan kemudahan transaksi terjadi. Sebut saja Shopee, Tokopedia, ataupun Tik-Tok Shop semua berlomba menawarkan kemudahan dalam hal membuka toko tanpa biaya, tanpa tempat dan siap digunakan dalam sekejap (Prajogo, 2020).…”

Section: Pemasaran Onlineunclassified

Analisis Dampak Pemasaran Online Terhadap Peningkatan Penjualan Dan Rasio-Rasio Keuangan

Nansi,

Arbintarso,

Rahayu

2023

jemasi

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Penelitian ini bertujuan mengetahui dampak pemasaran online yang dilakukan oleh UMKM Tahu Sehat Mas Khale pada tahun 2022 dalam upaya untuk meningkatkan omset penjualan dan profit. Hasil penelitian menunjukkan bahwa strategi baru yakni pemasaran tahu secara online tanpa meninggalkan pemasaran offline yang dilakukan Tahu Sehat Mas Khale di semester kedua tahun 2022 terbukti efektif menaikkan omset penjualan dan profit. Penjualan yang membaik ini membawa dampak positif juga ke rasio-rasio keuangan dan juga efisiensi perusahaan. Pemasaran secara online juga memberikan kemudahan dalam melakukan analisis bisnis karena mampu memberikan data yang sangat akurat. Saran yang direkomendasikan berdasarkan hasil penelitian ini adalah menggalakkan pemasaran online secara massif, meningkatan kemampuan pemasaran online dan pengoperasian e-commerce oleh UMKM, memberikan program-program promosi kepada pelangan, melakukan pengawasan produksi dengan baik agar tidak terjadi gagal produksi, dan bekerja sama dengan paguyuban pengrajin tahu setempat untuk mempertahankan kelangsungan suplai bahan baku kedelai.

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“…Firth dan Narayanan mendefinisikan strategi product development memiliki tiga aspek: (1) teknologi baru diwujudkan; (2) aplikasi pasar baru; (3) inovasi di pasar. Product development yang dikembangkan harus sesuai dengan market oriented sehingga memiliki keunggulan bersaing dan mampu meningkatkan business growth [4].…”

Section: Metodeunclassified

“…Product development dengan e-commerce di era global ini tidak dapat dipisahkan. Dengan demikian, kemajuan teknologi dapat dimanfaatkan pelaku usaha untuk memasarkan dan mengembangkan produknya melalui e-commerce sehingga banyak tercipta inovasi produk-produk serta jasa agar diminati konsumen [4].…”

Section: Metodeunclassified

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Pengaruh Product Development Terhadap Business Growth Kerajinan Batik di Desa Banyubiru Kabupaten Ngawi dengan Peran E-Commerce sebagai Variabel Intervening

Prajogo¹

2022

JTMI

Self Cite

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This study aims to determine the effect of product development on the business growth of batik in Banyubiru Village, Ngawi Regency with the role of e-commerce as an intervening variable. The type of research used is explanatory research. The sample in this study was 60 batik craftsmen who were taken by incidental sampling. The research instrument used a questionnaire and observation. The analysis used is multiple regression analysis, where X1 refers to product development variables, Y1 to e-commerce, and Y2 to business growth. Based on the results of the study, it was concluded that product development did not have a positive and significant effect on business growth, and e-commerce did not mediate the effect of product development on business growth.

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Pengaruh Entrepreneurship dan Market Oriented Terhadap Keunggulan Bersaing untuk Peningkatan Kinerja Online Shop UMKM

Cited by 3 publications

References 2 publications

The Influence of Innovation Capability and Entrepreneurship Capability on E-Marketing Performance, Mediated by Competitive Advantage, to Enhance Culinary SMEs in Ponorogo

The Influence of Innovation Capability and Entrepreneurship Capability on E-Marketing Performance, Mediated by Competitive Advantage, to Enhance Culinary SMEs in Ponorogo

Analisis Dampak Pemasaran Online Terhadap Peningkatan Penjualan Dan Rasio-Rasio Keuangan

Pengaruh Product Development Terhadap Business Growth Kerajinan Batik di Desa Banyubiru Kabupaten Ngawi dengan Peran E-Commerce sebagai Variabel Intervening

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