Pengaruh Orientasi Pasar dan Orientasi Kewirausahaan Dengan Variabel Inovasi Sebagai Mediasi Terhadap Kinerja Usaha Susu Segar

Wegig Wicaksono, Muhammad and , Dr. Muzakar Isa, S.E., M.Si. (2023) Pengaruh Orientasi Pasar dan Orientasi Kewirausahaan Dengan Variabel Inovasi Sebagai Mediasi Terhadap Kinerja Usaha Susu Segar. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of market orientation and entrepreneurial orientation with the innovation variable as mediation on the business performance of fresh milk. The population in this study are all fresh milk business actors or MSMEs, especially in the food and beverage sector. The sample in this study is business actors who have been selling for about 1 year and are located in the Greater Solo area with a sample of 110 respondents. The type of data used in this study is primary data. The data collection method uses a questionnaire through the Google form which is distributed online and processed using the Partial Least Square (PLS) analysis tool with SmartPLS 4.0.8.4 software. The results of the study show that market orientation has a positive and significant effect on business performance. Entrepreneurial orientation has a positive and insignificant effect on business performance. Market orientation has a positive and significant effect on innovation. Entrepreneurial orientation has a positive and significant effect on innovation. Innovation has a positive and significant effect on business performance. Market orientation has a positive and significant effect on business performance mediated by innovation. Entrepreneurial orientation has a positive and significant effect on business performance mediated by innovation. It turns out that the role of innovation provides an impetus for the creation of various new products so that they are able to penetrate or try other market segments by identifying market orientation and entrepreneurial orientation as one of the efforts to increase MSMEs, especially in the food and beverage sector, in increasing their business performance.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	UMKM, Market Orientation, Entrepreneurship, Orientation, Innovation, Business Performance
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MUHAMMAD WEGIG WICAKSONO
Date Deposited:	24 May 2023 01:49
Last Modified:	24 May 2023 01:49
URI:	http://eprints.ums.ac.id/id/eprint/113020

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