PENGARUH ORIENTASI PASAR, ORIENTASI KEWIRAUSAHAAN, DAN MEDIA SOSIAL TERHADAP KINERJA UMKM MAKANAN KHAS JAMBI

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Jefri Handy Kurniawan
Kartika Nuringsih

Abstract

Sejalan dengan program pembangunan berkelanjutan, keberadaan usaha mikro, kecil dan menengah (UMKM) turut berkontribusi pada peningkatan pendapatan nasional melalui pengembangan ekonomi lokal serta penyediaan lapangan kerja. Salah satu jenis UMKM di Kota Jambi adalah makanan lokal atau kuliner yang turut berkontribusi dalam pelestarian makanan tradisional. Seiring pandemic Covid-19 sektor ini menghadapi kendala dalam pencapaian kinerja sehingga dilakukan studi terkait dengan tiga aspek yaitu orientasi pasar, orientasi kewirausahaan dan media sosial. Secara spesifik tujuan penelitian untuk memahami respon pelaku UMKM dalam pengelolaan pasarnya, persepsi terhadap proaktif, inovasi dan pengambilan risiko serta tanggapan pelaku UMKM terhadap peran media sosial untuk mendorong kinerja usaha. Untuk itu, didesain riset deskriptif dan kuantitatif dengan melibatkan 75 pelaku UMKM sektor kuliner dengan teknik pemilihan sampel secara purposive sampling. Pengumpulan data menggunakan kuesioner yang disebarkan melalui google forms kepada responden. Pengolahan data menggunakan Smart-PLS 3.0 dengan hasil menunjukan bahwa semua indikator dalam kondisi valid serta reliabel sementara itu hasil pengujian hipotesis hanya menunjukan satu variabel yang signifikan. Variabel media sosial memiliki pengaruh signifikan 5% terhadap kinerja usaha sehingga hasil ini menggambarkan pentingnya media sosial dalam perkembangan UMKM di masa pandemic. Hasil ini sebagai informasi bagi Pemerintah Daerah Kota Jambi dalam mendorong eksistensi UMKM serta mewujudkan kewirausahaan makanan lokal secara berkelanjutan di kota Jambi.

 

In line with the sustainable development program, the existence of micro, small and medium enterprises (MSMEs) also contributes to increasing national income through local economic development and providing employment opportunities. One type of UMKM in Jambi City is local food or culinary that contributes to the preservation of traditional food. Along with the Covid-19 pandemic, this sector faces obstacles in achieving performance, so studies related to three aspects are carried out, namely market orientation, entrepreneurial orientation, and social media. Specifically, the research objective is to understand the response of MSME actors in managing their market, perceptions of being proactive, innovation, and risk-taking, and the response of MSME actors to the role of social media to encourage business performance. For this reason, descriptive and quantitative research was designed by involving 75 SMEs in the culinary sector with a purposive sampling technique for selecting samples. Data collection using questionnaires distributed via google forms to respondents. Data processing uses Smart-PLS 3.0 with the results showing that all indicators are valid and reliable while the results of hypothesis testing only show one significant variable. Social media variables have a significant influence of 5% on business performance so that these results illustrate the importance of social media in the development of MSMEs during the pandemic. These results serve as information for the Regional Government of Jambi City is encouraging the existence of MSMEs and realizing sustainable local food entrepreneurship in the city of Jambi

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