Aswar, Ravita Nila and Prof. Dr. Ir. Budi Setiawan, M.S. and Dr. Silvana Maulidah, S.P., M.P. (2024) Strategi Peningkatan Kinerja Bisnis Berkelanjutan Pada UMKM Keripik di Malang Raya. Magister thesis, Universitas Brawijaya.
Abstract
UMKM berberine penting dalam mendukung pertumbuhan ekonomi, inklusi sosial, dan inovasi, serta meningkatkan ketahanan ekonomi nasional (Susila et al, 2019) Di negara berkembang, sektor UMKM menjadi prioritas, termasuk dalam Rencana Pembangunan Jangka Menengah Nasional (RPJMN) 2020-2024 yang menekankan dukungan kewirausahaan, akses pasar, dan daya saing UMKM UMKM juga berkontribusi dalam penyerapan tenaga kerja, menurunkan pengangguran, serta stabilitas ekonomi melalui diversifikasi usaha (Hadiyati, 2016) Selain itu, pengelolaan UMKM di Malang Raya, terutama sektor keripik, merupakan contoh potensi lokal yang dikembangkan dengan mengolah hasil perkebunan menjadi produk unggulan Pemerintah daerah mendorong UMKM untuk berinovasi agar lebih kompetitif di pasar yang semakin ketat (Usvita, 2023) Dengan orientasi kewirausahaan dan orientasi pasar, UMKM dapat memperkuat keunggulan bersaing yang berkontribusi pada kinerja berkelanjutan Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh orientasi kewirausahaan dan orientasi pasar terhadap kinerja bisnis berkelanjutan UMKM keripik di Malang Raya, mengevaluasi pengaruh keunggulan bersaing terhadap kinerja bisnis, serta merumuskan strategi yang dapat meningkatkan daya saing dan kinerja bisnis yang berkelanjutan. Penelitian ini menggunakan pendekatan kuantitatif untuk menguji hubungan antar variabel secara objektif (Ardiansyah et al, 2023) Melalui desain observasional, bertujuan untuk mengetahui pengaruh orientasi kewirausahaan dan orientasi pasar terhadap kinerja bisnis berkelanjutan dengan keunggulan bersaing sebagai variabel intervening Lokasi penelitian adalah UMKM keripik di Malang Raya, yang dipilih karena perannya dalam perekonomian lokal Teknik purposive sampling diterapkan dengan kriteria UMKM yang telah beroperasi minimal dua tahun, menghasilkan 45 sampel (Hair et al, 2014) Data primer diperoleh melalui kuesioner dengan skala Likert 1-5, sementara data sekunder diambil dari sumber pemerintah dan penelitian terdahulu Data dianalisis menggunakan analisis deskriptif untuk menggambarkan karakteristik responden dan analisis statistik inferensial untuk menguji signifikansi korelasi antar variabel. Model persamaan struktural (SEM) dengan metode Partial Least Square (PLS) digunakan untuk analisis mendalam, dibantu oleh perangkat lunak WarpPLS Berdasarkan hasil penelitian, orientasi kewirausahaan dan orientasi pasar secara langsung dan tidak langsung berkontribusi signifikan terhadap keunggulan bersaing dan kinerja bisnis berkelanjutan UMKM keripik di Malang Raya Orientasi kewirausahaan mendorong inovasi, keberanian mengambil risiko, dan proaktivitas, sementara orientasi pasar membantu memahami kebutuhan pelanggan, menciptakan produk yang relevan, dan meningkatkan loyalitas Keunggulan bersaing, yang meliputi harga kompetitif, kualitas produk, dan keunikan, berperan penting sebagai mediator dalam memperkuat pengaruh kedua orientasi tersebut terhadap kinerja bisnis berkelanjutan Dengan strategi yang terintegrasi, seperti meningkatkan efisiensi produksi, inovasi, dan pemanfaatan teknologi, UMKM dapat memperkuat daya saing, mempertahankan kualitas produk, dan mencapai pertumbuhan berkelanjutan di pasar yang kompetitif.
English Abstract
MSMEs play an important role in supporting economic growth, social inclusion, and innovation, as well as improving national economic resilience (Susila et al, 2019) In developing countries, the MSME sector is a priority, including in the 2020-2024 National Medium-Term Development Plan (RPJMN) which emphasizes support for entrepreneurship, market access, and MSME competitiveness MSMEs also contribute to employment, reducing unemployment, and economic stability through business diversification (Hadiyati, 2016) In addition, the management of MSMEs in Malang Raya, especially the chips sector, is an example of local potential developed by processing plantation products into superior products The local government encourages MSMEs to innovate to be more competitive in an increasingly tight market (Usvita, 2023) With entrepreneurial orientation and market orientation, MSMEs can strengthen competitive advantages that contribute to sustainable performance Therefore, this study aims to analyze the influence of entrepreneurial orientation and market orientation on the sustainable business performance of chip MSMEs in Malang Raya, evaluate the influence of competitive advantage on business performance, and formulate strategies that can improve competitiveness and sustainable business performance This research uses a quantitative approach to objectively test the relationship between variables (Ardiansyah et al, 2023) Through observational design, it aims to determine the effect of entrepreneurial orientation and market orientation on sustainable business performance with competitive advantage as an intervening variable The research location is chip MSMEs in Greater Malang, which was chosen due to its role in the local economy A purposive sampling technique was applied with the criteria of MSMEs that have been operating for at least two years, resulting in 45 samples (Hair et al, 2014) Primary data was obtained through a questionnaire with a Likert scale of 1-5, while secondary data was taken from government sources and previous research Data were analyzed using descriptive analysis to describe the characteristics of respondents and inferential statistical analysis to test the significance of correlations between variables Structural equation model (SEM) with Partial Least Square (PLS) method was used for indepth analysis, assisted by WarpPLS software Based on the research results, entrepreneurial orientation and market orientation directly and indirectly contribute significantly to the competitive advantage and sustainable business performance of MSMEs of chips in Malang Raya Entrepreneurial orientation encourages innovation, courage to take risks, and proactivity, while market orientation helps understand customer needs, create relevant products, and increase loyalty Competitive advantages, which include competitive prices, product quality, and uniqueness, play an important role as mediators in strengthening the influence of both orientations on sustainable business performance With integrated strategies, such as increasing production efficiency, innovation, and utilization of technology, MSMEs can strengthen competitiveness, maintain product quality, and achieve sustainable growth in a competitive market Coffee culture in Indonesia has now become part of the lifestyle of the people of Pekanbaru City, especially for young people, as seen from the development of coffee shops in the last few years Coffee remains a favorite drink that gets a lot of orders even though the presentation is diverse Unlike in the past, when coffee was more commonly found in the hands of parents, now coffee is owned by all groups, including children of all ages It is no wonder that now the number of coffee shops is increasing because of its popularity
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 042504 |
| Divisions: | S2/S3 > Magister Ekonomi Pertanian, Fakultas Pertanian |
| Depositing User: | S Sucipto |
| Date Deposited: | 02 Jan 2025 07:21 |
| Last Modified: | 02 Jan 2025 07:21 |
| URI: | http://repository.ub.ac.id/id/eprint/234432 |
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