Date: 02-05-2024 Digital Publication Services : JABM | JAM | ABMR | ABMCS | BLOG

Undergraduate Thesis

PENGARUH ORIENTASI PASAR, ORIENTASI KEWIRAUSAHAAN,DAN MANAJEMEN TERHADAP KEUNGGULAN BERSAING UMKM DI MASA PANDEMI COVID 19 (STUDI KASUS PADA UMKM KEDAI KOPI DI KOTA KALIBARU KABUPATEN BANYUWANGI)

Thesis Detail
Author FERRY TRI WIJAYA
Student's ID (NPK) K.2019.5.35134 (MANAJEMEN)
Subject MSDM
Keyword ORIENTASI PASAR, ORIENTASI KEWIRAUSAAHAN, MANAJEMEN, KEUNGGULAN BERSAING
Page(s) 90
Submit Date 28-08-2023
Lecture(s) Drs.ALI LATING, MM.
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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Orientasi Pasar, Orientasi Kewirausaahan, Dan Manajemen Terhadap Keunggulan Bersaing pada UMKM Kedai Coffee di Kota Kalibaru Kabupaten Banyuwangi. Penelitian ini menggunakan penelitian kuantitatif metode deskriptif. Sumber data yang digunakan yaitu data sekunder dan primer. Sumber sekunder berupa buku, laporan, jurnal. Sedangkan data primer didapatkan melalui wawancara, observasi, penyebaran angket atau kuesioner Selanjutnya kuesioner dilakukan uji validitas dan uji reabilitas, uji asumsi klasik, uji hipotesis, analisis regresi linier berganda dan koefisien determinasi (R2). Teknik pengambilan sempel yang digunakan peneliti adalah teknik sempel jenuh dimana teknik penentuan sampel apabila seluruh anggota populasi digunakan sebagai sampel. Sampel yang digunakan dalam penelitian ini sebanyak 32 UMKM Kedai Kopi di Kota Kalibaru Kabupaten Banyuwangi. Berdasarkan hasil penelitian maka peneliti mengemukakan bahwa: 1) Orientasi pasar berpengaruh positif dan signifikan terhadap keunggulan bersaing; 2) Orientasi kewirausahaan berpengaruh positif dan signifikan terhadap keunggulan bersaing; 3) Manajemen pengetahuan berpengaruh terhadap keunggulan bersaing This study aims to determine the effect of Market Orientation, Entrepreneurial Orientation, and Management on Competitive Advantage in UMKM Coffee Shop in Kalibaru City, Banyuwangi Regency. This research uses descriptive quantitative research method. Sources of data used are secondary and primary data. Secondary sources in the form of books, reports, journals. Meanwhile, primary data was obtained through interviews, observations, questionnaires or questionnaires. Furthermore, questionnaires were tested with validity and reliability tests, classical assumption tests, hypothesis testing, multiple linear regression analysis and the coefficient of determination (R2). The sampling technique used by researchers is a saturated sample technique where the sampling technique is used if all members of the population are used as samples. The sample used in this study were 32 UMKM Coffee Shops in Kalibaru City, Banyuwangi Regency. Based on the results of the study, the researchers suggest that 1) Market orientation has a positive and significant effect on competitive advantage in Coffee Shop SMEs in Kalibaru City, Banyuwangi Regency; 2) Entrepreneurial orientation has a positive and significant effect on competitive advantage in Coffee Shop SMEs in Kalibaru City, Banyuwangi Regency; 3) Knowledge management influences competitive advantage; 1) Market orientation has a positive and significant effect on competitive advantage; 2) Entrepreneurial orientation has a positive and significant effect on competitive advantage in Coffee Shop SMEs in Kalibaru City, Banyuwangi Regency; 3) Knowledge management influences competitive advantage.

 

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