PENGARUH ORIENTASI KEWIRAUSAHAAN DAN ORIENTASI PEMBELAJARAN TERHADAP KINERJA PEMASARAN MELALUI ORIENTASI PELANGGAN DAN ORIENTASI INOVASI UKM KONVEKSI DI KABUPATEN SRAGEN

Septiana Novita Dewi

Abstract


Konstribusi UKM pada perekonomian yang sangat besar dan perkembangan yang  semakin  meningkat  dari  segi  kuantitas   ternyata   belum   diimbangi  dengan peningkatan kualitas, sehingga tujuan penelitian ini adalah mengetahui pengaruh orientasi kewirausahaan dan orientasi pembelajaran terhadap kinerja pemasaran melalui orientasi pelanggan dan orientasi inovasi UKM Konveksi di Kabupaten Sragen. Populasi penelitian ini adalah pemilik atau  pengelola UKM konveksi di Kabupaten Sragen. Kriteria  pemilik atau pengelola UKM yang dijadikan populasi dalam penelitian ini adalah data yang publikasikan  oleh BPS sebagai UKM dan sesuai dengan (UU. No. 20 tahun 2008). Sampel dalam penelitian ini adalah sebesar 970X10%= 97 responden, dibulatkan menjadi 100 responden, maka dalam penelitian ini sampelnya 100 responden UKM konveksi di Kabupaten Sragen dengan menggunakan  convenience   sampling. Analisis penelitian ini menggunakan analisis jalur. Hasil penelitian ini menunjukkan  Orientasi kewirausahaan dan orientasi pembelajaran berpengaruh positif dan signifikan terhadap orientasi pelanggan. Orientasi kewirausahaan dan orientasi pembelajaran berpengaruh positif dan signifikan terhadap orientasi inovasi. Orientasi kewirausahaan, orientasi pelanggan dan orientasi inovasi berpengaruh positif dan signifikan terhadap kinerja pemasaran. Dan orientasi pembelajaran berpengaruh negatif dan tidak signifikan terhadap kinerja pemasaran. Variabel yang paling dominan adalah variabel orientasi pembelajaran melalui orientasi inovasi terhadap kinerja pemasaran.


Keywords


Orientasi Kewirausahaan; Orientasi Pembelajaran; Orientasi Pelanggan; Orientasi Inovasi; Kinerja Pemasaran

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DOI: http://dx.doi.org/10.12928/optimum.v8i1.8830

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