PENGARUH ORIENTASI KEWIRAUSAHAAN DAN ORIENTASI PASAR TERHADAP KINERJA USAHA DIMEDIASI KAPASITAS ABSORPTIF UMKM
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Abstract
UMKM kuliner memiliki potensi besar dalam mendukung perekonomian lokal karena mampu menciptakan lapangan kerja dan meningkatkan kesejahteraan masyarakat. Namun, sektor ini juga menghadapi berbagai tantangan dalam meningkatkan kinerja usaha, termasuk persaingan yang ketat, keterbatasan inovasi, dan akses pasar. Penelitian ini bertujuan untuk menganalisis kontribusi orientasi kewirausahaan dan orientasi pasar terhadap kinerja UMKM kuliner, serta menguji peran mediasi kapasitas absorptif dalam pengaruh tersebut. Data dikumpulkan melalui kuesioner daring kepada 40 pemilik atau pengelola UMKM dengan teknik purposive sampling sebagai bagian dari non-probability sampling. Analisis data dilakukan menggunakan metode PLS-SEM melalui perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa orientasi pasar memiliki pengaruh positif dan signifikan terhadap kinerja usaha UMKM kuliner, menegaskan pentingnya pemahaman pasar untuk meningkatkan daya saing. Sebaliknya, orientasi kewirausahaan memiliki pengaruh positif namun tidak signifikan terhadap kinerja usaha, baik secara langsung maupun melalui mediasi kapasitas absorptif. Lebih lanjut, pengaruh orientasi kewirausahaan yang dimediasi oleh kapasitas absorptif justru menunjukkan pengaruh negatif yang tidak signifikan. Temuan ini menunjukkan bahwa, meskipun orientasi pasar penting, pengaruh orientasi kewirausahaan terhadap kinerja usaha mungkin dipengaruhi oleh faktor eksternal atau kapasitas internal UMKM. Penelitian ini memberikan wawasan penting bagi pelaku usaha dan pembuat kebijakan untuk fokus pada peningkatan strategi berbasis pasar serta pengelolaan kapasitas absorptif yang lebih efektif.
Culinary MSMEs have great potential in supporting the local economy because they are able to create jobs and improve people's welfare. However, the sector also faces various challenges in improving business performance, including fierce competition, limited innovation, and market access. This study aims to analyze the contribution of entrepreneurial orientation and market orientation to the performance of culinary MSMEs, as well as to examine the role of mediating absorptive capacity in these relationships. Data was collected through an online questionnaire to 40 MSME owners or managers using purposive sampling techniques as part of non-probability sampling. Data analysis was carried out using the PLS-SEM method through SmartPLS 4 software. The results of the study show that market orientation has a positive and significant influence on the business performance of culinary MSMEs, emphasizing the importance of understanding the market to increase competitiveness. On the other hand, entrepreneurial orientation has a positive but not significant influence on business performance, either directly or through the mediation of absorptive capacity. Furthermore, the influence of entrepreneurial orientation mediated by absorptive capacity actually shows an insignificant negative relationship. These findings show that, although market orientation is important, the influence of entrepreneurial orientation on business performance may be influenced by external factors or the internal capacity of MSMEs. This research provides important insights for business actors and policymakers to focus on improving market-based strategies and more effective management of absorptive capacity.
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