Pemasaran kewirausahaan dan kapabilitas operasi untuk meningkatkan keunggulan bersaing lpd

I Gusti Ketut Adi Winata

Abstract


Penelitian ini bertujuan menggali kaitan kosep pemasaran kewirausahaan, kapabilitas operasi untuk meningkatkan keunggulan bersaing LPD di kabupaten Buleleng. Model penelitian dikembangkan dengan menggabungkan dua fungsi perusahaan yaitu pemasaran dan operasi untuk meningkatkan keunggulan bersaing lembaga perkreditan desa (LPD) di Kabupaten Buleleng. Sampel penelitian ini merupakan lembaga perkreditan desa di kabupaten buleleng yang masuk kategori sehat sejumlah 80 LPD, yang tersebar di sembilan kecamatan di Kabupaten Buleleng. Pendekatan yang digunakan yaitu pendekatan kuantitatif. Sumber data penelitian ini merupakan data primer yang diperoleh melalui penyebaran kuesioner kepada pimpinan LPD di Kabupaten Buleleng. Teknik analisis data dengan metode analisis SEM berbasis GSCA. Pemasaran kewirausahaan berpengaruh langsung terhadap kapabilitas operasi. Pemasaran kewirausahaan tidak terbukti berpengaruh langsung ke keunggulan bersaing, Kapabilitas operasi terbukti memediasi hubungan antara pemasaran kewirausahaan dengan keunggulan bersaing LPD di kabupaten Buleleng. Temuan penelitian ini secara keseluruhan menunjukkan bahwa kombinasi pemasaran kewirausahaan dan kapabilitas operasi merupakan instrumen strategis yang mendasari LPD di kabupaten Buleleng dalam mempertahankan atau meningkatkan keunggulan bersaingnya.


Keywords


Pemasaran kewirausahaan; kapabilitas operasi; keunggulan bersaing; lpd

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DOI: https://doi.org/10.30872/jkin.v18i3.9957

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