Pengaruh Orientasi Kewirausahaan, Inovasi Produk dan Keunggulan Bersaing Terhadap Kinerja Pemasaran UMKM Kuliner di Kota Bandar Lampung
DOI:
https://doi.org/10.35870/emt.v7i3.1175Keywords:
Entrepreneurship Orientation, Product Innovation, Competitive Advantage, Marketing PerformanceAbstract
The purpose of this study is to explore the relationship between entrepreneurial orientation, product innovation, competitive advantage, and marketing performance of culinary micro-, small- and medium-sized enterprises (MSMEs) in Bandar Lampung. The study sample consisted of 53 of his MSME culinary entrepreneurs from Bandar Lampung city. The approach used in this study is quantitative research techniques and data analysis using IBM SPSS Statistics26. The results of the subtest show that while competitive advantage has a positive impact on marketing performance, it has no significant impact on business alignment or product innovation. Moreover, concurrent testing shows that marketing performance is jointly influenced by business alignment, product innovation, and competitive advantage. These results provide culinary SME entrepreneurs in Bandar Lampung with key insights to improve their marketing performance. Enhancing competitive advantage can be a powerful strategy for increasing business competitiveness, but the importance of business alignment and product innovation is also considered in achieving more optimal marketing outcomes. As business competition becomes more and more intense, this research could be the basis for strategic decisions in the development and growth of Bandar Lampung's culinary SME business.
Downloads
References
Andika, I. P. (2021). Pengaruh Jiwa Kewirausahaan Dan Diferensiasi Produk Terhadap Keunggulan Bersaing Pada Sentra Olahan Ikan Desa Baru Kota Manggar Belitung Timur (Doctoral dissertation, Universitas Komputer Indonesia).
Anom, T. (2019). Analisis Strategi Bisnis Pada Gerai Waleu Di Bandar Lampung.
Djodjobo, C. V., & Tawas, H. N. (2014). Pengaruh orientasi kewirausahaan, inovasi produk, dan keunggulan bersaing terhadap kinerja pemasaran usaha nasi kuning di kota Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(3).
Hajar, S., & Sukaatmadja, I. P. G. (2016). Peran Keunggulan Bersaing Memediasi Pengaruh Orientasi Kewirausahaan Terhadap Kinerja Pemasaran. E-Jurnal Manajemen Unud, 5(10), 6580-6609.
Imron, I. (2019). Analisa pengaruh kualitas produk terhadap kepuasan konsumen menggunakan metode kuantitatif pada CV. Meubele Berkah Tangerang. Indonesian Journal on Software Engineering (IJSE), 5(1), 19-28.
Mayasari, I., & Warganegara, T. L. P. (2022). Pengaruh Self-Efficacy Dan Lingkungan Kerja Terhadap Kinerja Di Masa Pandemi Covid-19. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, dan Pendidikan, 1(9), 1887-1900.
Nizam, M. F., Mufidah, E., & Fibriyani, V. (2020). Pengaruh Orientasi Kewirausahaan Inovasi Produk Dan Keunggulan Bersaing Terhadap Pemasaran Umkm. Jurnal EMA, 5(2), 100-109.
Sulistianingsih, A. (2020). Kewirausahaan Terhadap Kinerja Usaha (Doctoral dissertation, Universitas Komputer Indonesia).
Ul’fah Hernaeny, M. P. (2021). POPULASI DAN SAMPEL. Pengantar Statistika 1, 33.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Tri Lestira Putri Warganegara, Karliony Ardila
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
