Septiana Novita Dewi


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.


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

Full Text:



Alessio, T. Elisa, P., Cipriano, F. (2012). Product Configurator Impact on Product Quality, International Journal of Production Economics, Vol. 135. p. 850-859.

Altindag, E. Zehir, C. & Acar, A.Z. (2010). Strategic Orientations and Their Effects on Firm Performance in Turkish Family Owned Firms, Journal Eurasian Business Review, Vol. 1. p. 18-36.

Ambler, T. & Puntoni, S. (2003), Measuring Marketing Performance. In Hart, S (Ed.), Marketing Changes, London, UK: Thomson Learning, p. 289-309.

Ana, L. Dionysis, S. & Carmen, L. (2011). Innovative Capabilities: Their Drivers and Effects on Current and Future Performance, Journal of Business Research. Vol.64, p. 34-48.

Andreas, K. & Marcus, W. (2010). The Influence of Sustainability Orientation on Entrepreneurial Intentions Investigating the Role of Business Experience, Journal of Business Venturing, Vol. 25, p. 524-539.

Andrew, S. (2010). The Paradox of Market-Oriented Public Policy and Poor Productivity Growth in Canada, Published in A Festschrift in Honour of David Dodge’s Contributions to Canadian Public Policy, Bank of Canada

Antonio, N.F. Emilio, R, & Jose, D. (2005). Implication of Perceived Competitive Advantage, Adaptation of Marketing Tactics and Export Commitment on Export Performance, Journal of World Business, Vol. 45. p. 287-300

Asikhia, U. ( 2009 ). The Moderating Role of E - Marketing on the Consequences of Market Orientation in Nigerian Firms, Department of Business Studies College of Business and Social Sciences Covenant University.

Baker, W.E. & Sinkula, J.M. (2009). The complementary effects of market orientation and entrepreneurial orientation on profitability in small businesses, Journal of Small Business Management, Vol. 47. p. 443-464

Banterle, A, Cavaliere.A, Stranieri .S & Laura C.( 2009), The Relationship Between Innovation and Marketing in SMEs in the EU, Food Sector1 Department of Agricultural, Food and Environmental Economics, Università degli Studi di Milano, Italy.

Basile, A. (2012). Entrepreneurial Orientation in Smes: Risk-Taking To Entering International Markets, Journal Far East Journal of Psychology and Business, Vol. 7. p. 87-103

Beal, T & Abdullah, MA. (2003). The Strategic Contributions Of Small And Medium Enterprises To The Economics Of Japan And Malaysia, Some Competitive Lessons For Malaysian SMEs, Paper Presented to The Seventh Iternational Conference Global Business and Economic Development Strategic For Sustainable Bisiness Responses to Regional Demand, and Global Opportunity , Bangkok Thailand. p. 56-69

Beatrix, L, (2008), Innovation As The Key of The Pharmaceutical Companiesa Competitive Advantage, Journal on Agricultural Economics, Vol. 51. p. 145-170

Bilal, Y, (2010). A General Conceptual View on Resource Advantage Theory, Journal Business and Economics Research Journal, Vol.1. p. 63-79

Boer, H., & During, W. E. (2001). Innovation, what innovation? A comparison between product, process, and organizational innovation, International Journal of Technology Management, Vol.22. p. 83–107.

Buono, A.F. & Kerber, K.W. (2008). The Challenge of Organizational Change: Enhancing Organizational Change Capacity, Revue Sciences de Gestion, Vol. 65. p. 99-118.

Calantone, S.T., Cavusgil & Zhao Y., , 2002 Learning orientation, firm innovation capability, and firm performance, Industrial Marketing Management, Vol.3. p. 515 –524

Camelia C. (2012).The Impact Of Latest It Technologies Over The Efficiency Of A Knowledge-Based Organization Management In Romania, Revista economica, Vol. Supplement p. 68-76

Carpenter, H., (2010), Definition of innovation, WWW/ Claudion /202/definition of innovation, 29 Juni 2010

Cristina, S. (2011). The Marketing Entrepreneurship and The SMEs Competitiveness, Journal of Knowledge Management, Economics and Information Technology, Vol. 1. p. 8-25.

Cucculelli M. (2012).New Product Introduction And Product Tenure: What Effects On Firm Growth?, journal Research Policy, Vol. 41. p. 808-821

Darroch, J. (2005). Knowledge Management, Innovation and Firms Performance, Journal of Knowledge Management,Vol. 9, p. 101-115

Dentoni & Domenico (2011), R&D Projects Fostering Small Firms’ Market-Sensing and Customer-Linking Capabilities: A Multivariate Statistics Approach Australian Agricultural and Resource Economics Society, Conference (55th), February 8-11, Melbourne, Australia.

Devlin, S. Kudenko, D. & Grzes, M. (2011). An Empirical Study of Potential-Based Reward Shaping and Advice in Complex, Multi-Agent Systems, Artile Provided by World Scientific Publishing Co. Pte. Ltd. its Journal, Vol.14. p. 251-278.

Dewar, R.D. Dutton, J.E. (1986). The Adoption Of Radical And Incremental Innovations: An Empirical Analysis, In: Management Science, Vol. 32, p. 1422-1433.

Ellen, G. (2011), Analysis of Value-Added Meat Product Choice Behaviour by Canadian Households University of Alberta, Department of Resource Economics and Environmental Sociology in its series Project Report Series with number 99703.

Eric, T. M, & R. Hamish, G. (2008). Market Orientation, Innovation and Entrepreneurship: An Empirical Examination of the Illinois Beef Industry, Journal International Food and Agribusiness Management Review, Vol. 11. p. 232-281

Eris, E.D & Ozmen, O.N.T. (2012), The Effect of Market Orientation, Learning Orientation and Innovativeness on Firm Performance: A Research From Turkish Logistics Sector Technological Educational Institute Of Kavala, International Journal of Economic Sciences and Applied Research (IJESAR), Vol. 5. p. 77-108

Ferdinand, A. (2006). Strategic Pathways Toward Sustainable Competitive Advantage. Unpublished DBA, Theses.Soutern Cross. Lismore. Australia.

Foltean, F, (2007), The Entrepreneurial Approach in Marketing, Journal Management & Marketing, Vol. 2. p. 46-58

Fosfuri, A, & Tribo, J.A, (2008), Exploring the Antecedents of Potential Absorptive Capacity and Its Impact on Innovation Performance, Journal Omega, Vol. 36. p. 173-187.

Francesco, B, & Mario, P, (2011). Engines of Growth. Innovation and Productivity in Industry Groups, Journal Structural Change and Economic Dynamics, Vol. 22. p. 27-69

Garvin, D.A. (2000). Learning In Action: A GuiDe To Putting The Learning Organization To Work, Boston: Harvard Business School Press,

Garcia, R. Calantone, R. (2002). A Critical Look At Technological Innovation Typology And Innovativeness Terminology: A Literature Review, In: Journal of Product Innovation Management, Vol. 19. p. 110-132

Gheorghe, P, & Alexandru, S.C. (2010). Innovation Performance Factor of Economic Entities, Journal Annals of Computational Economics, Vol. 3. p. 12-25.

Ghozali, I. (2008). Model Perencanaan Structural Konsep & Aplikasi Dengan Program Amos 16 .0, Badan Penerbit UNDIP, Semarang

Grawe.S.J, (2009), The Relationship Between Strategic Orientation, Service Innovation, And Performance , Emerald Group Publishing Limited

Grinstein, A. (2008). The Effect Of Market Orientation and Its Components on Innovation Consequences: A Meta-Analysis, Journal of Academy of Marketing Science, Vol. 36. p. 166-73

Gurhan, G, Gunduz, U, Kemal, K, & Lutfihak, A, (2011). Effects of Innovation Types on Firm Performance, Journal of Production Economics, Vol. 133 p. 662-676.

Hansen, E., S. Korhonen, E. Rametsteiner, and S. Shook. (2006). Current state-of- knowledge: Innovation research in the global forest sector, Journal of Forest Products Business Research, Vol. 3. p. 27-43.

Hovgaard, A., & E. Hansen. (2004). Innovativeness In The Forest Products Industry, Forest Products Journal, Vol. 54. p. 26-33.

Hultén, Peter (2012)A Lindblomian perspective on customer complaint management policies, Journal of Business Research, Vol. 65. p. 788-793

Hurley, Robert F. and Hult, Thomas M. (1998). Innovation, Market Orientation, an Organizational Learning: An Integration and Empirical Examination, Journal Marketing, Vol. 62. p. 42-54.

Imoleayo, F. O., (2010). The Impact of Product Price Changes on the Turnover of Small and Medium Enterprises in Nigeria, Journal brand Broad Research in Accounting, Negotiation, and Distribution, Vol. 1. p. 60-79

Ionica, D., (2010). Innovation-A Way of Increasing Small and Medium-Sized Tourism Enterprises Competitiveness, Journal Romanian Economic and Business Review, Vol. 5. p. 156-161.

Jhon, B. (2009). Organizational Emotional Capability, Product and Process Innovation, and Firm Performance: An Empirical Analysis, Journal Of Engineering and Technology Management Archive, Vol. 6. p. 45-56.

Jhonson, A.J. Dibrell, C.C. & Eric, H. (2009). Market Orientation, Innovativeness, and Performance of Food Companies, Journal of Agribusiness, Vol. 27. p. 85-106

Jumaev, M. Kumar, D. & M. Hanaysha (2012) Impact Of Relationship Marketing On Customer Loyalty In The Banking Sector, Journal Far East Journal of Psychology and Business, Vol. 6. p. 36-55

Kandemir & G.T.M., Hult, (2005) a Conceptualization of an Organizational Learning Culture in International joint Ventures, Industrial Marketing Management, Vol. 34. p. 430-439.

Kanchanda, K. (2011) Organizational Flexibility Capability, Inovation Advantage and Firm Sustainability: Evidence From Electronic Manufacturing Businesses in Thailand: International Journal Of Business Strategy, ISSN: 1553-9563

Kaya, N. & Patton, J, (2011). The Effects of Knowledge-Based Reseources, Market Orientatation and Learning Ori entation on Innovation Performance: An Empirical Study of Turkish Firms, Journal of International Development, Vol. 23. p. 204-219.

Kirca, A, H., Jayachandran, S. and Bearden, W. O (2005). Market Orientation: A Meta-Analityc Review and Assessment of Its Antecedents and Impact on Performance, Journal of Marketing, Vol. 69. p. 24-4.

Kotler, P. (2010). Marketing Management Analysis, Planning, Implementation, and Control, 12th Ed. Englewood Cliff, NJ. New Jersey: Prentice-Hall, Inc.

Lewrick 1, M., M. Omar2 & Robert L.W. Jr, (2011). Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation Technol, Journal Management Innovasion, Vol. 6. p. 48-62

Liau, T.S, & Rice, J. (2010). Innovation Investments, Market engagement and Financial Performance: A Study Among Australian Manufacturing SMEs, Article Provided by Elsevier in its Journal Research Policy, Vol. 39. p.117-125.

Lin, C.H, Peng, C.H, & Kao, D.T (2008). They are Innovative Tiveness Effect of Market Orientatation and Learning Orientation is a Business Performance, Journal of Manpower, Vol. 29. p. 752-772.

Lin F.R. & Hsieh P.S. (2011). A SAT View on New Service Development, Service Science, Vol. 3. p. 141-157

Lukas, B.A & O.C Ferrell (2000). The Effect of Market Orientation on Product Innovation, Journal of Academy of Marketing Science, Vol. 28. p. 239-247.

Lumkin, G.T. & Ferrel (1996). Clarifying The Entrepreneurial Orientation Construct and Linking It Performance, Academy of Management Review, Vol. 21. p. 135-172.

Ma’atoofi, A.R. & K.Tajeddini. (2010). The Effect of Entrepreneurship Orientation on Learning Orientation and Innovation: A Study of Small-Sized Business Firms in Iran, International Journal of Trade, Economics and Finance, Vol. 1. p. 254-260

Matsuno, K. & Metzer, J.T. (2000). The Effects of Strategy Type on The Market Performance Relationship, Journal of Marketing Vol. 64. p. 1-16.

Mavondo, Felix, T. Chimhanzi, Jacqueline, Stewart & Jillian. (2003). Learning Orientation and Market Orientation : Relationship With Invitation, Human Resource Practices and Performance, European Journal of Marketing, Vol. 39, p. 1235-1263.

Merriam & Caffarella, (1991), Four Fundamental Orientations (Perspectives) for Learning Theories http: //www.lifecirclesinc. com/ Learningtheories / orientations. html

Micheels, Eric T. & Gow, H.R. (2009). Do Market Oriented Firms Demonstrate Clarity on Their Value Discipline? Evidence from Illinois Beef Producers Article provided by International Food and Agribusiness Management Association (IAMA), Journal International Food and Agribusiness Management Review, Vol. 12. p. 34-45

Milfelner, B, & Snoj, B, (2008), Can Innovation Resources Influence Company Performance : Caseof Slovenia, Journal of sustaninable Economy, Vol. 1, p. 60-69.

Miller, J. (2003). Outsourcing is Front Page. Canadian Journal of Administrative Science. Vol. 27. p. 168-179.

Ming, L.C. (2011), Team and Organizational Resources, Strategic Orientations, and Firm Performance in a Transitional Economy, Journal of Business Research, Vol. 64, p. 1344-1351.

Ming, T.T. & Mei, S.C. (2010). The Impact of Marketing Knowledge Among Managers on Marketing Capabilities and Business Performance, International Journal Of Management, Vol. 21. p. 524-530.

Morgan, R.E, & Berthon, P (2008). Market Orientation, Generative Learning, Innovation Strategy and Business Performance Inter-Relationships in Bioscience Firms, Journal of Management Studies, Vol. 45. p. 20-38

Morgan, N.A., D.W. Vorhies & Charlotte H. M. (2009). Market orientation, marketing capabilities, and firm performance, Strategic Management Journal, Vol. 30. p. 909 - 920.

Morris, M.H. Coombes, S. & Schindehutte, M. (2007). Antecedent And Outcomes of Entrepreneurial and Market Orientation In Anon- Profit Context: Theoretical And Empirical Insights, Journal of Leadership and Organization Studies, Vol.13. p. 12-39.

Nadrol, W,M. Breen, J.& Josiassen, A. (2010). Relationship Between Strategic Orientation And SME Firm Performance: Developing A Conceptual Framework, Contact: Breen, J.Victoria University Melboune, Australiap, Vol. 8. p. 713-723

Narver, J.C. & Slater, S.F. (2004). The Effect of A Market Orientation on Business Profitability, Journal of Marketing Research, Vol. 54. p. 20-35.

Nawawi, A.W. (2009). Peran UKM Pada Perekonomian Nasional Ditengah Ancaman Krisis Global, WWW.

Nguyen and Nigel J., Barrett, (2006). The Adoption of the Internet by Export Firms in Transitional Markets, Asia Pacific Journal of Marketing and Logistics. Vol. 18. p. 29-42.

Nybakk, E. (2012). Learning Orientation, Innovativeness And Financial Performance In Traditional Manufacturing Firms: A Higher-Order Structural Equation Model, International Journal Of Innovation Management, Vol. 16. p. 1250029-1-1250029-28

Olsson, A. (2007). Transformation To A Customer-Oriented Perspective Through Action Learning In Product And Service Development, Journal action learning research and practice, Vol. 4. p. 45-59

Omar, M., Nwanko, S. & Richards, D, (2008), Determinants of International Entrepreneurship of UK Companies, Journal World Review of Entrepreneurship, Management and Sustainable Development. Vol. 4, p. 1-18.

Pau, A. (2011). The Role of The Orientation Towards Innovation Within Organisation, Journal Annals of Computational Economics, Vol. 2. p. 151-155.

Rhee, J., Park, T., & Lee, D. H. (2010). Drivers of innovativeness and performance for innovative SMEs in South Korea: Mediation of Learning Orientation Technovation , Vol. 30. p. 65-75.

Rocelis, A.D. (2005). Relationship Between Strategic Orientation and Organizational Performance : An Exploratory Study of Philiphippine Companies, Philippine Management Review, Vol. 13. p. 70-80

Rock, A, & Agca V. (2009). Entrepreneurial Orientation and Performance of Turkish Manufacturing FDI Firms: An Empirical Study, Journal Economics Business and Finance, Vol. 24. p. 115-133.

Rogers, E. M. (2003). Diffusion of Innovations, 5th edition. New York: Free Press p. 424-438.

Ruokonen, M., & Saarenketo, S. (2009). The Strategic Orientations of Rapidly Internationalizing Software Companies, European Business Review, Vol. 21. p. 17-41.

Schildt, Hendri, A., Maula, Markku, V.J. and Keil, T., (2005). Exploitative Learning from External Corporate External Corporate Venture, Entrepreneurship Theory and Practice. Vol. 29. p. 493-515.

Schindehutte, M., Morris, M. H., & Kocak, A. (2008). Understanding Market Driving Behaviour: The Role of Entrepreneurship, Journal of Small Business Management, Vol. 46. p. 4-26.

Schroeder R.G., Bates K.A., Juntila M.A. (2002). A Resource-Based View of Manufacturing Performance, Strategic Management Journal, Vol. 23. p. 105-117.

Sekaran, U., Roger, B. (2010). Research Methods For Business ASkill Building Approarch, A John Wiley and Sons Ltd publication Fith Edition

Sergio, O. & Roberto, F. (2008). Market orientation, knowledge related resources and firm performance, Journal of research business, Vol. 61. p. 623-630

Shabbir, S. Ahmed, K. Kaufmann, H.R. & Malik, E. (2010). Entrepreneur Proactiveness and Customer Value: the Moderating Role of Innovation and Market Orientation, Journal World Review of Entrepreneurship, Management and Sustainable Development, Vol. 6. p. 189-205.

Silkoset. (2009). Market Orientation Capabilities: A Study of Learning Processes in Market-oriented Companies, Published at VDM-Verlag, ISBN: 978-3-639-04429-4.

Silkoset. & Ragnhild. (2009). Co-market Orientation in Networks. Published at VDM-Verlag, ISBN: 978-3-639-04429-4.

Soca, D. (2011). Relationship Marketing-The Key of The Success In Business, Journal Romanian Economic and Business Review, Vol. 6. p. 177-183.

Stare, A. (2012). The Impact of a Project Organisational Culture and Team Rewarding on Project Performance, Article Provided by Rainer Hampp Verlag in its Journal, Vol.17. p. 40-67.

Stein, J.C. (2008). Growth versus Margins: Destabilizing Consequences of Giving the Stock Market What It Wants, American Finance Association in The Journal of Finance. Vol. 63. p. 1025-1058

Stephen J. N., Bob T. W., Philip A., Titus, S. & M. Petroshius, (2012). The role of shopping sophistication in creating satisfying purchase outcomes, Emerald Group Publishing, Journal American of Business Vol. 26. p. 129-144

Sylvie, L. (2008). Size, Strategic, and Market Orientation Affects on Innovation, Elsevier in Journal, Vol. 61. p. 753-764.

Tang, Z, Tang, J, Marino, L.D., Zhang, Y, & Li, Q, (2010). An Investigation of Entrepreneurial Orientation and Organisational Strategies in Chinese SMEs, Journal World Review of Entrepreneurship, Management and Sustainable Development. Vol. 6. p. 206-223.

Urata, S. (2000). Policy Recommendation for SME Promotion In The Republic of Indonesia, JICA Senior Advisor to Coordination Minister of Economy, Finance and Industry. Jakarta.

Usta, R. (2011). Strategic Orientations Enriching the Effect of Market Orientation on Company Performance: Literature-Based Holistic Model Proposal, Journal Anadolu University Journal of Social Sciences, Vol.11. p. 34-45

Verhess, F. & Meulenberg M.T.G. (2004) Market Orientation, Innovativeness, Product Innovation, and Performance In Small Firms. Journal Of Small Business Management, Vol. 42. p. 134-154.

Voss, G.B., & Voss Z.G. (2000). Strategic Orientation and Firm Performance In an Artistic Enviroment, Journal of Marketing, Vol. 64. p. 67-83.

Wales, R. (2009). Digestion During Continuous Culture Fermentation When Replacing Perennial Ryegrass With Barley and Steam-Flaked Corn Journal of Dairy Science, Vol. 92. p. 189-197

Wang, C.L (2008). Entrepreneurial Orientation, Learning Orientation, and Firm Performance, Entrepreneurship Theory & Practice, Vol. 32. p. 635-657

Wencong Ma., Guilong. Z. & Yu, H. (2011). Learning Orientation, Process Innovation, and Firm Performance in Manufacturing Industry School of Business Administration, South China University of Technology, Guangzhou, China, Advances information science and sevice science vol. 3. p.1-4

Wiklund, J., Lumpkin, G.T.T. & Frese, M. (2009). Entrepreneurial orientation and business performance: An assessment of past research and suggestions for the future, Entrepreneurship Theory and Practice, Vol. 33. p. 761-787.

Xinming, H. & Yingqi, W. (2011). Linking Market Orientation To International Market Selection And International Performance, Journal International Business Review Vol. 20. p. 535-546

Yichen, L. Yichuan, W. & Chiahui, Y. (2010). Investigating the Drivers of the Innovation in Channel Integration and Supply Chain Performance: A Strategy Orientated Perspective, Journal of Production Economics,Vol. 127 p. 246-276

Zahra, S.A., Ireland, R.D. & Hutt, M.A. (2000). International Expansion by New Venture Firm: International Diversity, Mode of Market Entry, Technological Learning, and Performance, Academy of Management Journal, Vol. 43. p. 925-950.

Zhi T. & Jintong T., (2012). Stakeholder–firm power difference, stakeholders' CSR orientation, and SMEs' environmental performance in China. Journal of Business Venturing, Vol. 27. p. 436-455

Zhou, K.Z. Yim, C.K. & Tse, D.K. (2005). The Effects of Strategic Orientationson Technology and Market Based Breakthrough Innovations, Journal of Marketing, Vol. 69. p. 40-60


Article Metrics

Abstract view : 126 times
PDF - 87 times


  • There are currently no refbacks.