Pengaruh Orientasi Pasar Dan Orientasi Kewirausahaan Untuk Meningkatkan Daya Saing Melalui Inovasi (Studi Pada UKM Secondwave Coffeeshop Di Malang Raya)

Wicaksana, Ardyan (2020) Pengaruh Orientasi Pasar Dan Orientasi Kewirausahaan Untuk Meningkatkan Daya Saing Melalui Inovasi (Studi Pada UKM Secondwave Coffeeshop Di Malang Raya). Magister thesis, Universitas Brawijaya.

Abstract

Meningkatnya pertumbuhan Coffeeshop di Indonesia, tentu berawal dari daya tarik orang terhadap kopi. Ini menjadi peluang yang bisa dimanfaatkan pengusaha coffeeshop untuk mengembangkan produk dan layanan baru dalam usaha mereka. Kini, coffeeshop dituntut untuk memiliki daya saing yang kuat agar dapat bertahan ataupun memenangkan persaingan. Hal ini juga memicu dituntutnya pula inovasi agar coffeeshop tersebut memiliki daya saing yang baik. Tujuan penelitian ini adalah mengetahui pengaruh orientasi pasar, orientasi kewirausahaan, terhadap peningkatan daya saing. Serta mengetahui apakah inovasi dapat memediasi hubungan orientasi pasar dan orientasi kewirausahaan terhadap daya saing. Sampel pada penelitan ini berjumlah 169 Secondwave Coffeeshop yang berlokasi di Malang Raya. Metode analisis data menggunakan PLS. Hasil penelitian ini menunjukkan bahwa variabel orientasi pasar dan orientasi kewirausahaan dapat meningkatkan daya saing. Selain itu inovasi berperan sebagai mediasi parsial antara orientasi pasar dan orientasi kewirausahaan terhadap daya saing.

English Abstract

The increasing growth of Coffeeshop in Indonesia, certainly starts from the attractiveness of people towards coffee. This is an opportunity that coffeeshop entrepreneurs can use to develop new products and services in their businesses. Nowadays, coffeeshop is demanded to have strong competitiveness in order to survive or win the competition. This also triggers the demand for innovation so that the coffee shop has good competitiveness. The purpose of this study is to determine the effect of market orientation, entrepreneurial orientation, on increasing competitiveness. And find out whether innovation can mediate the relationship between market orientation and entrepreneurial orientation to competitiveness. The sample in this research is 169 Secondwave Coffeeshop located in Malang Raya. The data analysis method uses PLS. The results of this study indicate that market orientation and entrepreneurial orientation variables can increase competitiveness. In addition, innovation acts as partial mediation between market orientation and entrepreneurial orientation towards competitiveness.

Other obstract

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Item Type: Thesis (Magister)
Identification Number: 0420020006
Uncontrolled Keywords: Orientasi Pasar, Orientasi Kewirausahaan, Inovasi, Daya Saing, secondwave coffeeshop., Market Orientation, Entrepreneurial Orientation, Innovation, Competitiveness, secondwave coffeeshop.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.4 Executive management > 658.401 Planning, policy making, control, quality management > 658.401 2 Planning and policy making
Divisions: S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Nur Cholis
Date Deposited: 05 Feb 2021 15:27
Last Modified: 06 Jan 2023 17:55
URI: http://repository.ub.ac.id/id/eprint/182506
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