Nur’aeni, - and Prof. Dr. Drs. Surachman, and Prof. Dr. Drs. Margono, and Drs. Sunaryo (2022) Pengaruh Tempat Dan Kompetensi Wirausaha Terhadap Kinerja Pemasaran Ukm Melalui Mediasi Keunggulan Bersaing (Studi Kasus Pada Ukm Kuliner Di Cikarang Jababeka Kabupaten Bekasi). Doktor thesis, Universitas Brawijaya.
Abstract
Tujuan penelitian ini adalah untuk menganalisis pengaruh tempat terhadap keunggulan bersaing, pengaruh kompetensi wirausaha terhadap keunggulan bersaing, pengaruh tempat terhadap kinerja pemasaran, pengaruh kompetensi wirausaha terhadap kinerja pemasaran, pengaruh keunggulan bersaing terhadap kinerja pemasaran, pengaruh tempat terhadap kinerja pemasaran dengan mediasi keunggulan bersaing dan pengaruh kompetensi wirausaha terhadap kinerja pemasaran dengan mediasi keunggulan bersaing. Desain penelitian menggunakan survei dan pengumpulan data secara cross section melalui kuesioner. Unit analisis adalah pelaku (UKM) kuliner di Jababeka Cikarang Kabupaten Bekasi. Teknik sampling menggunakan sampling jenuh. Hipotesis penelitian diuji menggunakan Structural Equation Modeling (SEM) berbasis variance dengan PartialLeast Square (PLS). Hasil penelitian menunjukkan tempat terbukti mampu berperan memberikan kontribusi terhadap upaya peningkatan keunggulan bersaing. Kompetensi wirausaha terbukti berperan memberikan kontribusi yang besar terhadap upaya peningkatan keunggulan bersaing. Tempat terbukti mampu memberikan kontribusi terhadap upaya peningkatan terhadap kinerja pemasaran UKM. Kompetensi wirausaha terbukti mampu memberikan kontribusi yang besar terhadap upaya peningkatan kinerja pemasaran UKM. Keunggulan bersaing terbukti memberikan kontribusi terhadap upaya peningkatan kinerja pemasaran UKM. Tempat terbukti memberikan kontribusi terhadap upaya peningkatan kinerja pemasaran UKM dengan dimediasi oleh keunggulan bersaing. Kompetensi wirausaha terbukti berkontribusi terhadap upaya peningkatan terhadap kinerja pemasaran UKM yang dimediasi oleh keunggulan bersaing.. Implikasi praktis penelitian ini adalah menjadi masukan pelaku usaha UKM guna meningkatkan kinerja pemasaran, perlumemperhatikan secara sungguh- sungguh variabel tempat, kompetensi dan keunggulan bersaing. Penelitian selanjutnya bisa menambah variabel eksogen lain atau pendekatan yang berbeda (mix method, kualitatif).
English Abstract
The purpose of this study was to analyze the effect of place on competitive advantage, the influence of entrepreneurial competence on competitive advantage, the influence of place on marketing performance, the effect of entrepreneurial competence on marketing performance, the effect of competitive advantage on marketing performance, the effect of place on marketing performance by mediating competitive advantage and the influence of entrepreneurial competence on marketing performance by mediating competitive advantage. The research design used a survey and data collection by cross section through a questionnaire. The unit of analysis is culinary actors (UKM) in Jababeka Cikarang Bekasi Regency. The sampling technique uses saturated sampling. The research hypothesis was tested using variance-based Structural Equation Modeling (SEM) with Partial Least Square (PLS). The results showed that the place proved to be able to play a role in contributing to efforts to increase competitive advantage. Entrepreneurial competence has proven to play a major role in the efforts to increase competitive advantage. Place proved unable to contribute to efforts to increase the marketing performance of SMEs. Entrepreneurial competence is proven to be able to make a major contribution to efforts to improve SME marketing performance. Competitive advantage has been shown to contribute to efforts to improve SME marketing performance. Place is proven to have contributed to efforts to improve SME marketing performance mediated by competitive advantage. Entrepreneurial competence is proven to contribute to efforts to improve SME marketing performance mediated by competitive advantage. The practical implication of this research is that it becomes an input for SMEs to improve marketing performance. It is necessary to pay close attention to the variables of place, competence and competitive advantage. Future research can add other exogenous variables or a different approach (mix method, qualitative)
Other obstract
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| Item Type: | Thesis (Doktor) |
|---|---|
| Identification Number: | 0622020045 |
| Uncontrolled Keywords: | tempat, kompetensi wirausaha, keunggulan bersaing, kinerja pemasaran, place, entrepreneurial competence, competitive advantage, marketing performance |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | S2/S3 > Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 20 Jul 2023 07:19 |
| Last Modified: | 20 Jul 2023 07:19 |
| URI: | http://repository.ub.ac.id/id/eprint/201995 |
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