Artikel Jurnal STUDI KEUNGGULAN BERSAING IKM MEBEL DI KECAMATAN MRANGGEN KABUPATEN DEMAK

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Abstract: In general, business
small and medium enterprises have the advantage of utilizing natural resources and
labor intensive. Small and medium enterprises (SMEs) in Indonesia are factors
important in economic development. SMEs have a strategic role in
sustainable growth in economic stability, encouraging income and
regional development, creating jobs, and contributing to
increase in gross domestic product (GDP) growth.

The purpose of this research is to find out the effect of orientation
market on competitive advantage, For
knowing the influence of entrepreneurial orientation on competitive advantage, For
knowing the effect of product innovation on competitive advantage and knowing
the influence of competitive advantage on marketing performance. Population in research
this is all managers or owners of furniture (furniture) companies in
Demak Regency. Whereas technique
The sampling method used was purposive sampling method, namely technique
sample selection using criteria.
The criteria is that entrepreneurs who have started their businesses at least 1
year. Determination of the sample as much as 96 because it is considered enough to represent the population and
in accordance with the above calculations, namely entrepreneurs who carry out their activities
at least 1 in the work area of ​​Mranggen sub-district, Demak Regency.

Based on the results of data analysis that has been carried out on all
the data obtained, the following conclusions can be drawn: There
positive and significant influence of market orientation variables (X1) on
competitive advantage (Y1) is acceptable, there is a positive influence
significant from the entrepreneurial orientation variable (X2) towards excellence
competing (Y1) is acceptable, there is a positive and significant influence from
Product innovation variables (X3) against competitive advantage (Y1) can be accepted
and There is a positive and significant influence of the variable excellence
competing (Y1) towards marketing performance (Y2) can be accepted.

Keywords: market orientation,
entrepreneurial orientation, product innovation, competitive advantage, marketing performance

Author: Totok Wibisono, Edy
Suryawardana, Tri Endang Yani

Journal Code: jpmanajemendd161130



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