Rosnawintang (2012) Orientasi Pasar, Moderasi Dinamika Lingkungan pada Efek Strategi Bersaing terhadap Kinerja (Studi pada Industri Kecil Menengah Tenun di Sulawesi Tenggara). Doctor thesis, Universitas Brawijaya.
Abstract
Tujuan penelitian ini adalah untuk mengukur dan menganalisis pengaruh orientasi pasar terhadap strategi bersaing dan kinerja, strategi bersaing terhadap kinerja, serta moderasi dinamika lingkungan pada strategi bersaing terhadap kinerja pada industri kecil menengah (IKM) tenun di Sulawesi Tenggara (Sultra). Objek penelitian adalah IKM tenun di Sultra. Jenis data adalah data primer. Jumlah populasi IKM tenun sebanyak 219 unit. Teknik sampling menggunakan Sampling Jenuh. Jumlah kuisioner yang kembali 202 unit, ada dua yang tidak dapat digunakan sehingga jumlah populasi yang dianalisis sebanyak 200 unit yang tersebar pada lima kabupaten/kota di Sultra. Alat analisis menggunakan SEM ( Structural Equation Model ) dengan Program Amos 16. Hasil penelitian menemukan bahwa, peningkatan kinerja IKM tenun di Sultra dilakukan secara langsung dengan efektivitas orientasi pasar dan secara tidak langsung melalui penerapan strategi bersaing yang tepat. Dinamika lingkungan memperkuat ketepatan penerapan strategi bersaing untuk meningkatkan kinerja IKM tenun di Sultra. Efektivitas orientasi pasar dilakukan melalui orientasi pelanggan dengan strategi bersaing melalui diferensiasi produk telah meningkatkan kinerja IKM tenun. Ketepatan penerapan strategi bersaing yang sesuai dengan dinamika lingkungan melalui intensitas persaingan mendorong meningkatnya kinerja pada perluasan pangsa pasar IKM tenun di Sulawesi Tenggara.
English Abstract
The study aims to measure and analyze the influence of market orientation on competitive strategy and performance, that competitive strategy on performance and the moderation of environment dynamics of competitive strategy on performance at the weaving small and middle scale industries (SMIs) in Southeast Sulawesi. The object of the study is the weaving SMIs in Southeast Sulawesi. The data are primary data and the population is 219 units of weaving SMIs. The sampling technique is Saturated Sampling. The number of returned questionnaires is 202 units and among them 2 units cannot be analyzed and thus, the population that could be analyzed is 200 units of weaving SMIs spreading at the 5 (five) regencies/municipalities in Southeast Sulawesi. The analysis instrument is SEM (Structural Equation Model) with Amos Program 16. The findings of the study show that increasing performance of the SMIs in Southeast Sulawesi is done directly through market orientation effectiveness and indirectly done through proper competitive strategy application. The environment dynamics strengthens the appropriateness of competitive strategy to increase the performance of the weaving SMIs in Southeast Sulawesi. The market effectiveness of market orientation done through customers` orientation with competitive strategy through product differentiation has increased the performance of the weaving SMIs. The appropriate application of competitive strategy suitable with environment dynamic through the intensity of competition encourages the increase of performance at the market share extension of the weaving SMIs in Southeast Sulawesi.
| Item Type: | Thesis (Doctor) |
|---|---|
| Identification Number: | DES/658.802/ROS/o/061204549 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Doktor Kimia, Fakultas MIPA |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 03 Jul 2013 10:22 |
| Last Modified: | 03 Jul 2013 10:22 |
| URI: | http://repository.ub.ac.id/id/eprint/161286 |
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