PENGARUH ORIENTASI KEWIRAUSAHAAN DAN KEMAMPUAN MANAJEMEN TERHADAP STRATEGI PEMASARAN SERTA DAMPAKNYA PADA KINERJA USAHA KECIL MANUFAKTUR

Aprisa Rian Histiarini, Anton A Setyawan, M Farid Wajdi, Henri Dwi Wahyudi

Abstract


The development of small and medium enterprises in Indonesia is growing rapidly but there are still many obstacles. This problem is suspected because many owners do not have a spirit entrepreneurship, good management skills and the right business strategy in business. The owners and managers of small businesses required to better understanding the market conditions and passion of the consumers because of competition in business. This study aims to determine the relationship between entrepreneurial orientation, management skills and marketing strategies to increase business performance. This research was conducted by distributing questionnaires on small businesses of manufacturing industry in Magetan. The number of respondents who researched is 96 including the owners or managers of manufacturing small businesses in Magetan. For analyzing and interpreting the data, the analytical techniques used in this research is by using Partial Least Square (PLS). From the results  of studies proved that the entrepreneurial orientation and management skills have positive and significant impact on the marketing strategy. Entrepreneurial orientation and management skills affect the performance of small businesses when mediated by marketing strategies. Only management capabilities directly influence the performance of a small business without a marketing strategy.

Keywords: entrepreneurial orientation, management skills, marketing strategies, business performance

Full Text:

PDF

References


Ahmad, A. M. K., Al-Qarni, A. A., Alsharqi, O. Z., Qalai, D. A., & Kadi, N. (2013). The Impact of Marketing Mix Strategy on Hospitals Performance Measured by Patient Satisfaction: An Empirical Investigation on Jeddah Private Sector Hospital Senior Managers Perspective. International Journal of Marketing Studies, 5(6), 210–227. http://doi.org/10.5539/ijms.v5n6p210

Aluisius, H. P., & Mahmood, R. (2015). Mediating efffect of marketing capability and reward philosopy in the relationship between entrepreneurial orientation and firm performance. Journal of Global Entrepreneuriship Research, 5.

Azizi, S., Movahed, S. A., & Haghighi Khah, M. (2009). The effect of marketing strategy and marketing capability on business performance. Case study: Iran’s medical equipment sector. Journal of Medical Marketing, 9(4), 309–317. http://doi.org/10.1057/jmm.2009.33

Carmeli, A., & Tishler, A. (2006). The relative importance of the top management team’s managerial skills. International Journal of Manpower, 27(1), 9–36. http://doi.org/10.1108/01437720610652817

Daryanto. (2013). Pengantar Kewirausahaan. Jakarta: Prestasi Pustaka.

Davidov, L. (2014). A CORRELATIONAL STUDY OF ENTREPRENEURIAL ORIENTATION AND PERFORMANCE IN THE SUPERMARKET INDUSTRY by Lily Davidov Copyright 2014 A Dissertation Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Business Administration University. University of Phoenix.

Gholami, S., & Birjandi, M. (2016). The effect of market orientation and entrepreneurial orientation on the performance of SMEs.

Ghozali, I. (2008). Structrural Equation Modelng Metode Alternatif dengan Partial Least Square (PLS). Semarang: BP UNDIP.

Hajar, I., Idrus, M. ., Salim, U., & Solimun. (2012). Pengaruh Kemampuan Manajerial dan Lingkungan Industri terhadap Kemampuan Organisasi , Strategi Bersaing , dan Kinerja Perusahaan. Jurnal Aplikasi Manajemen, 10(2), 291–302.

Hansen, E., Dibrell, C., & Down, J. (2006). Market Orientation , Strategy , and Performance in the Primary Forest Industry. Agriculture Journals, 52(3), 209.

Hussain, J., Ismail, K., & Akhtar, C. S. (2015). Linking Entrepreneurial Orientation with Organizational Performance of Small and Medium Sized Enterprises : A Conceptual Approach. Asian Social Science, 11(7), 1–11. http://doi.org/10.5539/ass.v11n7p1

Jurnalukm. (2010). Jurnal Perbankan dan UKM. Retrieved February 12, 2016, from https://jurnalukm.wordpress.com/2010/08/22/keragaman-definisi-ukm-di-indonesia/

Kaur, G., & Mantok, S. (2015). Effects Of Entrepreneurial Orientation ON BUSINESS PERFORMANCE: A STUDY OF SSIs IN LUDHIANA. Journal of Services Research, 15(1), 131–158.

Kotler, Philip & Keller, K. L. (2009). Manajemen Pemasaran. Jakarta: Erlangga.

Lechner, C., & Gumundsson, S. V. (2014). Entrepreneurial orientation , firm strategy and small firm performance. International Small Business Journal, 32(I), 36–60. http://doi.org/10.1177/0266242612455034

Lumpkin, G. T., & Dess, G. G. (1996). Clarifying the entrepreneurial orientationconstruct and linking it to performance. Academy of Management Review, 21(1), 135–172. http://doi.org/10.2307/258632

Mahsun, M. (2006). Pengukuran Kinerja Sektor Publik. Yogyakarta: BPFE-YOGYAKARTA.

Marek, P. (2014). A CRITICAL ANALYSIS OF THE CONCEPT OF MARKETING STRATEGIES FOR SMALL AND MID-SIZED COMPANIES. Economics, Management, and Financial Markets, 9(4), 255–261.

Pearce II, J. A., & Robinson, Ri. B. (2013). Manajemen Strategis: Formulasi, Implementasi, dan Pengendalian (12th ed.). Jakarta: Salemba Empat.

Robbins, S. P., & Judge, T. A. (2015). Perilaku Organisasi (16th ed.). Jakarta: Salemba empat.

Setiawan, H. (2012). Pengaruh Kemampuan Manajemen dan Kemampuan Berwirausaha terhadap Kinerja Keuangan melalui Strategi Bersaing. Universitas Negeri Malang.

Setyawan, A. A., Dharmmesta, B. S., Purwanto, B. M., & Nugroho, S. S. (2014). Business Relationship Framework in Emerging Market : A Preliminary Study in Indonesia. International Journal of Economics & Business Administration, II(1), 59–72.

Setyawan, A. A., Isa, M., Wajdi, M. F., Syamsudin, & Nugroho, S. P. (2015). An Assessment of SME Competitiveness in Indonesia. Journal of Competitiveness, 7(2), 60–74. http://doi.org/10.7441/joc.2015.02.04

Shehu, A. M., & Mahmood, R. (2014). Influence of Entrepreneurial Orientation and Business Environment on Small and Medium Firm Performance : A PLS Approach. Advances in Management & Applied Economics, 4(4), 101–114.

Slamet, F., Karunia T., H., & Ie, M. (2014). Dasar-dasar kewirausahaan: Teori dan praktik. Jakarta: Indeks.

Suci, rahayu P. (2009). Peningkatan Kinerja Melalui Orientasi Kewirausahaan , Kemampuan Manajemen , dan Strategi Bisnis. Jurnal Manajemen Dan Kewirausahaan, 11(1), 46–58.

Sugiyono. (2014). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta.

Suryana. (2013). Kewirausahaan: Kiat dan Proses Menuju Sukses. Jakarta: Salemba empat.

Uddin, R., & Bose, T. K. (2015). Entrepreneurial orientation ( EO ) and performance of business in Khulna City , Bangladesh. Journal of Small Business & Entrepreneurship, 27(4), 343–352. http://doi.org/10.1080/08276331.2015.1067356

Umar, Z. A. (2014). PERAN KEMAMPUAN MANAJEMEN DAN ORIENTASI PASAR SEBAGAI MEDIASI PENGARUH ORIENTASI KEWIRAUSAHAAN TERHADAP KINERJA BISNIS. Universitas Negeri Gorontalo.

Wajdi, M. F., & Isa, M. (2014). MEMBANGUN KONSEP MODAL MANUSIA YANG BERPERANAN DALAM KINERJA PEMASARAN INDUSTRI KECIL. Seminar Nasional Dan Call for Paper (Sancall 2014), (Sancall), 452–464.

Welter, C., Bosse, D. A., & Alvarez, S. A. (2013). The Interaction between Managerial and Technological Capabilities as a Determinant of Company Performance: An Empirical Study of Biotech Firms. International Journal of Management. Mar2013 Part 2, 30(1), 272–284.

Zimmerer, T. W., Scarborough, N. M., & Wilson, D. (2008). Kewirausahaan dan Manajemen Usaha Kecil. Jakarta: salemba empat.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2017 PROSIDING TANTANGAN BISNIS ERA DIGITAL

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.