Indonesian Journal of Cultural and Community Development
Vol 11 (2022): March
Village Development Articles

The Influence of Entrepreneurship Orientation, Product Innovation and Competitive Advantage on Marketing Performance of Hat SMEs in Sidoarjo Regency
Pengaruh Orientasi Kewirausahaan, Inovasi Produk dan Keunggulan Bersaing Terhadap Kinerja Pemasaran UKM Topi di Kabupaten Sidoarjo


View Article
Similarity Check Result
  • Ayu Silviana Santoso,
  • Mudji Astuti*
Ayu Silviana Santoso
Universitas Muhammadiyah Sidoarjo, Indonesia
Mudji Astuti
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijccd.v11i0.803
Published March 31, 2022
Keywords
  • Entrepreneurship Orientation,
  • Product Innovatio,
  • Competitive Advantage,
  • Marketing Performance
How to Cite
Santoso, A. S., & Astuti, M. (2022). The Influence of Entrepreneurship Orientation, Product Innovation and Competitive Advantage on Marketing Performance of Hat SMEs in Sidoarjo Regency. Indonesian Journal of Cultural and Community Development, 11, 10.21070/ijccd2022803. https://doi.org/10.21070/ijccd.v11i0.803

Copyright (c) 2022 Ayu Silviana Santoso, Mudji Astuti

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study aims to determine the effect of entrepreneurial orientation, product innovation and competitive advantage both partially and simultaneously on the marketing performance of Hat SMEs in Punggul Village, Gedangan District, Sidoarjo Regency. This research method uses a quantitative approach. Data collection is done by using a questionnaire. The population in this study were all owners of Hat SMEs in Punggul Village, Gedangan District, Sidoarjo Regency with 85 people. The sample used is 85 respondents. The sampling technique used was saturated sampling technique and the analytical technique used by the researcher was multiple linear regression analysis using the SPSS version 24 program. The results showed that partially entrepreneurial orientation, product innovation and competitive advantage had an effect on marketing performance. Meanwhile, simultaneously entrepreneurial orientation, product innovation and competitive advantage affect marketing performance.

View Article
Similarity Check Result

References

  1. Witjaksono, Herry Prasetijo. 2014. Analisis Orientasi Kewirausahaan dan Sumber Daya Internal Perusahaan terhadap Kinerja melalui Keunggulan Bersaing (Studi pada Usaha Mikro Kecil dan Menengah Furniture Kabupaten Jepara). Jurnal Bisnis Strategi Vol.23 No. 1
  2. Wawan Dhewanto, dkk. 2015. Manajemen Inovasi Untuk Usaha Kecil dan Mikro. Bandung: Alfabeta
  3. Wusko, Any Urwatul dan M. Nizar. 2017. Pengaruh Entrepreneurial Orientation dan Market Orientation Terhadap Keunggulan Bersaing dan Kinerja Pemasaran Pada UMKM di Kabupaten Pasuruan. Journal Knowledge Industrial Engineering. Vol. 4 No. 3.
  4. Kuswanti dan Dorojatun Prihandono. 2017. Pengaruh Orientasi Pelanggan Dan Orientasi Kewirausahaan Terhadap Kinerja Pemasaran Melalui Keunggulan Bersaing. Management Analysis Journal. ISSN 2252-6552 Vol. 6 No. 3.
  5. Pattipeilohy, Victor Ringhard. 2018. Inovasi Produk dan Keunggulan Bersaing: Pengaruhnya Terhadap Kinerja Pemasaran (Studi Pada Usaha Nasi Kuning di Kelurahan Batu Meja Kota Ambon). Jurnal Maneksi, Vol. 7 No. 1.
  6. Marta Marsela Manahera, Silcyjeova Moniharapon & Hendra N. Tawas. 2018. Analisis Pengaruh Orientasi Pasar, Orientasi Kewirausahaan Terhadap Inovasi Produk Dan Kinerja Pemasaran (Studi Kasus Umkm Nasi Kuning Di Manado). Jurnal EMBA. ISSN : 2303-1174 Vol. 6 No. 4.
  7. Djodjobo, Cynthia V dan Tawas, Hendra N. 2014. Pengaruh Orientasi Kewirausahaan, Inovasi Produk, dan Keunggulan Bersaing Terhadap Kinerja Pemasaran Usaha Nasi kuning di Kota Manado. Jurnal EMBA, Vol. 2 No. 3 : 1214-1224.
  8. Setyawati, Harini, Abrilia. 2013. Pengaruh Orientasi Kewirausahaan dan Orientasi Pasar Terhadap Kinerja Perusahaan Melalui Keunggulan Bersaing dan Persepsi Ketidakpastian Lingkungan Sebagai Prediksi Variabel Moderasi (Survey pada UMKM Perdagangan di Kabupaten Kebumen) hlm 20-31
  9. Sugiyono. 2017. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
  10. Usvita, Mega. 2015. Pengaruh Orientasi Kewirausahaan dan Orientasi Pasar terhadap Kinerja Pemasaran melalui Keunggulan Bersaing sebagai Variabel Intervening (Survey pada UKM Pangan Dinas PERINDAGTAMBEN Kota Padang). E-jurnal Apresiasi Ekonomi. 3 (1), 31-37.
  11. Eman Suherman. 2011. Praktik Bisnis Berbasis Entrepreneurship. Bandung: Alfabeta.