Pengaruh entrepreneurial orientation, market orientation dan innovation product terhadap market performance saat pandemi covid-19
Abstract
Penelitian ini dilakukan untuk menganalisis pengaruh entrepreneurial orientation dan market orientation terhadap market performance saat pandemic Covid-19 pada UKM Mitra Bisnis Dinas Koperasi UKM di Yogyakarta yang di mediasi innovation product. Populasi pada penelitian ini berjumlah 75 UKM terdaftar di Dinas Koperasi UKM Yogyakarta yang berusaha dan melakukan perubahan usaha karena adanya Pandemi Covid-19. Penelitian ini merupakan penelitian sensus, sehingga seluruh anggota populasi menjadi sampel pada penelitian ini. Data hasil survei rensponden dianalisis menggunakan alat Smart PLS3.0. Hasil penelitian ini menunjukkan bahwa (1) entrepreneurial orientation berpengaruh positif dan signifikan terhadap market performance, (2) entrepreneurial orientation berpengaruh positif dan signifikan terhadap market performance melalui product innovation sebagai mediasi, (3) market orientation berpengaruh positif signifikan tehadap market performance, dan (4) market orientation berpengaruh positif signifikan terhadap market performance melalui product innovation sebagai mediasi. Implikasi pada penelitian ini bahwa entrepreneurial orientation, market orientation, dan product innovation merupakan salah satu hal penting yang harus dimiliki oleh pemilik UKM karena mampu meningkatkan kinerja pemasaran pada UKM, sehingga tingkat kinerja perusahaan menjadi lebih tinggi.
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DOI: https://doi.org/10.30872/jkin.v18i2.8944
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