PENGARUH ORIENTASI KEWIRAUSAHAAN DAN ORIENTASI PEMBELAJARAN TERHADAP KINERJA PEMASARAN MELALUI ORIENTASI PELANGGAN DAN ORIENTASI INOVASI UKM KONVEKSI DI KABUPATEN SRAGEN
DOI:
https://doi.org/10.12928/optimum.v8i1.8830Keywords:
Orientasi Kewirausahaan, Orientasi Pembelajaran, Orientasi Pelanggan, Orientasi Inovasi, Kinerja PemasaranAbstract
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.
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