PERAN ORIENTASI PASAR DAN ORIENTASI KEWIRAUSAHAAN DALAM MEMPREDIKSI KINERJA DENGAN DIMEDIASI KAPASITAS ABSORPTIF
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Abstract
Orientasi pasar diartikan sebagai kemampuan individu dalam memahami pelanggan dan menghadapi pesaing. Orientasi kewirausahaan merupakan kemampuan individu dalam berinovasi, bertindak proaktif dan mengambil risiko. Kapasitas absorptif merupakan kemampuan individu dalam mengidentifikasi hal baru dan menerapkan ke dalam usaha. Kinerja UKM merupakan kualitas layanan yang diberikan usaha untuk mencapai keunggulan kompetitif. Penelitian ini diadakan dengan tujuan agar mengetahui kontribusi pada orientasi pasar dan orientasi kewirausahaan terhadap kinerja UKM dan efek mediasi kapasitas absorptif. Penyebaran kuesioner dilakukan oleh peneliti secara online kepada 100 anggota yang berperan menjadi pelaku UKM bidang kuliner di Jakarta Barat. Teknik mengambil sampel menggunakan non-probability sampling yang berpendekatan purposive sampling. PLS-SEM menjadi metode yang dipakai untuk melakukan analisis data yang menggunakan software SmartPLS versi 3.3.9 untuk mengukur tingkat signifikansinya. Penelitian ini menghasilkan orientasi pasar berpengaruh positif namun tidak signifikan terhadap kinerja UKM. Orientasi kewirausahaan memberikan pengaruh yang positif dan signifikan kepada kinerja UKM. Kapasitas absorptif memberikan dampak positif secara signifikan kepada kinerja UKM. Kapasitas absorptif memediasi dengan positif secara signifikan dampak orientasi pasar kepada kinerja UKM. Kapasitas absorptif memediasi dengan positif secara signifikan dampak orientasi kewirausahaan kepada kinerja UKM. Orientasi pasar berpengaruh positif dan signifikan terhadap kapasitas absorptif. Orientasi kewirausahaan berpengaruh positif dan signifikan terhadap kapasitas absorptif.
Market orientation is defined as an individual's ability to understand customers and face competitors. Entrepreneurial orientation is an individual's ability to innovate, act proactively and take risks. Absorption capacity is an individual's ability to identify new things and implement them into business. SME performance is the quality of services provided by businesses to achieve competitive advantage. This research was conducted with the aim of knowing the contribution of market orientation and entrepreneurial orientation to the performance of SMEs and the mediating effect of absorptive capacity. Questionnaires were distributed by researchers online to 100 members who played the role of culinary SMEs in West Jakarta. The sampling technique uses non-probability sampling with a purposive sampling approach. PLS-SEM is the method used to perform data analysis using SmartPLS version 3.3.9 software to measure its significance level. This research resulted in market orientation having a positive but not significant effect on the performance of SMEs. Entrepreneurial orientation has a positive and significant influence on the performance of SMEs. Absorption capacity has a significant positive impact on SME performance. Absorption capacity mediates a significantly positive impact of market orientation on SME performance. The absorptive capacity mediates the positive and significant impact of entrepreneurial orientation on SME performance. Market orientation has a positive and significant effect on absorptive capacity. Entrepreneurial orientation has a positive and significant effect on absorptive capacity.
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This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.Mei Ie, Universitas Tarumanagara
Fakultas Ekonomi
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