ANALISIS PENGEMBANGAN ORIENTASI KEWIRAUSAHAAN DALAM MENINGKATKAN KINERJA PEMASARAN PADA UMKM DI KOTA BENGKULU
DOI:
https://doi.org/10.32663/crmj.v4i2.2284Keywords:
Entrepreneurship Orientation, Marketing Performance, UMKMAbstract
The purpose of this study is to find out how the development of entrepreneurial orientation in
improving marketing performance of MSMEs in Bengkulu City. This research is a survey
research with a quantitative approach. The sample in this study was the owners of MSMEs in
trade sector in Bengkulu City totaling 100 respondents (MSMEs owners) with the sampling
technique of judgmental (purposive). Data collection methods used questionnaires /
questionnaires, interviews and literature study. The analytical method used in this research is
using the average method (mean) and the frequency distribution table. The results of this
study indicate that the development of MSMEs entrepreneurial orientation in Bengkulu City
has been carried out well by MSMEs owners in Bengkulu City through innovation activities,
proactive orientation and risk taking and has an impact on percentage of customer growth,
sales, and profits that continue to increase every year which is a determinants of increasing
its marketing performance.
References
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entrepreneurial orientation on profitability in small businesses. Journal of Small
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https://doi.org/10.1111/j.1540- 627X.2009.00278.x
Clark, B. H. (2000). Managerial perceptions of marketing performance: Efficiency,
adaptability, effectiveness and satisfaction. Journal of Strategic Marketing, 8(1), 3–25.
https://doi.org/10.1080/096525400346286
Coulthard, M. (2007). the Role of Entrepreneurial Orientation on Firm Performance and the
Potential Influence of Relational Dynamism. Monash University, Business and
Economics , Working Paper, 1–12.
Covin, J. G., & Wales, W. J. (2012). The Measurement of Entrepreneurial Orientation.
Entrepreneurship: Theory and Practice, 36(4), 677–702. https://doi.org/10.1111/j.15406520.2010.00432.x
Fairoz,F.M.,Hirobumi,T.,&Tanaka,Y.(2010). Entrepreneurial Orientation and Business Performance of Small and Medium Scale Enterprises of Hambantota District Sri Lanka. Asian Social Science, 6(3). https://doi.org/10.5539/ass.v6n3p34
Ferdinand, A. (2002). Marketing Strategy Making: Proses & Agenda Penelitian. Indonesian Journal of Marketing Science, 1(1), 1–22.
Hair, F. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. Pearson Prentice Hall.
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Keh, H. T., Nguyen, T. T. M., & Ng,H. P.(2007). The effects of entrepreneurial orientation and marketing information on the performance of SMEs. Journal of Business Venturing, 22(4), 592–611. https://doi.org/10.1016/j.jbusvent.2006.05.003
Lumpkin, G. T., & Dess, G. G. (1996). Clarifying the Entrepreneurial Orientation Construct and Linking it to Performance. Academy of Management Journal, 21(1), 135–172.
McGrath RG., & MacMillan, I. (2000). The Entrepreneurial Mindset: Strategies for
Continuously Creating Opportunity in an Age of Uncertainty. Harvard Business School
Pres. Morgan, N. A., Clark, B. H., & Gooner, R. (2002). Marketing productivity, marketing audits,
and systems for marketing performance assessment: Integrating multiple perspectives.
Journal of Business Research, 55(5), 363–375. https://doi.org/10.1016/S01482963(00)00162-4
Nahan, N.V., Kristinae., & Leiden, R. (2019). The strength of a business strategy with value innovation
for Rattan Handicraft Entrepreneurs in central Kalimantan, Indonesia. The
International Journal of Business & Management, 7(12).
Naldi, L., Nordqvist, M., Sjöberg, K., & Wiklund, J. (2007). Entrepreneurial orientation, risk
taking, and performance in family firms. Family Business Review, 20(1), 33–47.
https://doi.org/10.1111/j.1741-6248.2007.00082.x
Okpara, J. O. (2009). Entrepreneurial Orientation and Export Performance?: Evidence from an
Emerging Economy. International Review of Business Research Papers, 5(6), 195–211.
Park, C. (2008). 2008 International Council for Small Business World Conference
Internationalization of the Firm. 1–20.
Qureshi, M. S., Aziz, N., & Mian, S. A. (2017). How marketing capabilities shape
entrepreneurial firm’s performance? Evidence from new technology based firms in
turkey. Journal of Global Entrepreneurship Research, 7(1). https://doi.org/10.1186/s40497-017-0071-5
Rauch, A., Wiklund, J., Lumpkin, G. T., & Frese, M. (2009). Entrepreneurial orientation and
business performance: An assessment of past research and suggestions for the future.
Entrepreneurship: Theory and Practice, 33(3), 761–787. https://doi.org/10.1111/j.15406520.2009.00308.x
Solcansky, M., & Simberova, I. (2010). Goal of the research. Economics and Management, 402, 755–759.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Taylor, P. (2013). The effect of entrepreneurial orientation on the internationalization of
SMEs in developing countries. African Journal of Business Management, 7(19), 1927–
1937. https://doi.org/10.5897/AJBM2013.1633
Toryanto, A. A., & Hasyim. (2017). Networking quality and trust in professional services.
European Research Studies Journal, 20(3), 354–370. https://doi.org/10.35808/ersj/714
Voss, G. B., & Voss, Z. G. (2000). Strategic orientation and firm performance in an artistic
environment. Journal of Marketing, 64(1), 67–83. https://doi.org/10.1509/jmkg.64.1.67.17993
Walker, R. H., Slater, R., Callaghan, B., Smyrnios, K., & Johnson, L. W. (2004). Measuring
marketing performance against the backdrop of intra-organisational change. Marketing
Intelligence & Planning, 22(1), 59–65. https://doi.org/10.1108/02634500410516913
Wiklund, J., & Shepherd, D. (2005). Entrepreneurial orientation and small business
performance: A configurational approach. Journal of Business Venturing, 20(1), 71–91.
https://doi.org/10.1016/j.jbusvent.2004.01.001
Zahra, S. A., & Covin, J. G. (1995). Contextual influences on the corporate entrepreneurshipperformance
relationship: A longitudinal analysis. Journal of Business Venturing, 10(1), 43–58. https://doi.org/10.1016/0883-9026(94)00004-E
entrepreneurial orientation on profitability in small businesses. Journal of Small
Business Management, 47(4), 443–464.
https://doi.org/10.1111/j.1540- 627X.2009.00278.x
Clark, B. H. (2000). Managerial perceptions of marketing performance: Efficiency,
adaptability, effectiveness and satisfaction. Journal of Strategic Marketing, 8(1), 3–25.
https://doi.org/10.1080/096525400346286
Coulthard, M. (2007). the Role of Entrepreneurial Orientation on Firm Performance and the
Potential Influence of Relational Dynamism. Monash University, Business and
Economics , Working Paper, 1–12.
Covin, J. G., & Wales, W. J. (2012). The Measurement of Entrepreneurial Orientation.
Entrepreneurship: Theory and Practice, 36(4), 677–702. https://doi.org/10.1111/j.15406520.2010.00432.x
Fairoz,F.M.,Hirobumi,T.,&Tanaka,Y.(2010). Entrepreneurial Orientation and Business Performance of Small and Medium Scale Enterprises of Hambantota District Sri Lanka. Asian Social Science, 6(3). https://doi.org/10.5539/ass.v6n3p34
Ferdinand, A. (2002). Marketing Strategy Making: Proses & Agenda Penelitian. Indonesian Journal of Marketing Science, 1(1), 1–22.
Hair, F. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. Pearson Prentice Hall.
Idar, R., Yusoff, Y., & Mahmood, R. (2012). The Effect of Market Orientation as Mediator toStrategic Planning Practices and Performance Relationship: Evidence from Malaysian SMEs. Procedia Economics and Finance, 4, 68–75. http://dx.doi.org/10.1016/S22125671(12)00322-X
Keh, H. T., Nguyen, T. T. M., & Ng,H. P.(2007). The effects of entrepreneurial orientation and marketing information on the performance of SMEs. Journal of Business Venturing, 22(4), 592–611. https://doi.org/10.1016/j.jbusvent.2006.05.003
Lumpkin, G. T., & Dess, G. G. (1996). Clarifying the Entrepreneurial Orientation Construct and Linking it to Performance. Academy of Management Journal, 21(1), 135–172.
McGrath RG., & MacMillan, I. (2000). The Entrepreneurial Mindset: Strategies for
Continuously Creating Opportunity in an Age of Uncertainty. Harvard Business School
Pres. Morgan, N. A., Clark, B. H., & Gooner, R. (2002). Marketing productivity, marketing audits,
and systems for marketing performance assessment: Integrating multiple perspectives.
Journal of Business Research, 55(5), 363–375. https://doi.org/10.1016/S01482963(00)00162-4
Nahan, N.V., Kristinae., & Leiden, R. (2019). The strength of a business strategy with value innovation
for Rattan Handicraft Entrepreneurs in central Kalimantan, Indonesia. The
International Journal of Business & Management, 7(12).
Naldi, L., Nordqvist, M., Sjöberg, K., & Wiklund, J. (2007). Entrepreneurial orientation, risk
taking, and performance in family firms. Family Business Review, 20(1), 33–47.
https://doi.org/10.1111/j.1741-6248.2007.00082.x
Okpara, J. O. (2009). Entrepreneurial Orientation and Export Performance?: Evidence from an
Emerging Economy. International Review of Business Research Papers, 5(6), 195–211.
Park, C. (2008). 2008 International Council for Small Business World Conference
Internationalization of the Firm. 1–20.
Qureshi, M. S., Aziz, N., & Mian, S. A. (2017). How marketing capabilities shape
entrepreneurial firm’s performance? Evidence from new technology based firms in
turkey. Journal of Global Entrepreneurship Research, 7(1). https://doi.org/10.1186/s40497-017-0071-5
Rauch, A., Wiklund, J., Lumpkin, G. T., & Frese, M. (2009). Entrepreneurial orientation and
business performance: An assessment of past research and suggestions for the future.
Entrepreneurship: Theory and Practice, 33(3), 761–787. https://doi.org/10.1111/j.15406520.2009.00308.x
Solcansky, M., & Simberova, I. (2010). Goal of the research. Economics and Management, 402, 755–759.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Taylor, P. (2013). The effect of entrepreneurial orientation on the internationalization of
SMEs in developing countries. African Journal of Business Management, 7(19), 1927–
1937. https://doi.org/10.5897/AJBM2013.1633
Toryanto, A. A., & Hasyim. (2017). Networking quality and trust in professional services.
European Research Studies Journal, 20(3), 354–370. https://doi.org/10.35808/ersj/714
Voss, G. B., & Voss, Z. G. (2000). Strategic orientation and firm performance in an artistic
environment. Journal of Marketing, 64(1), 67–83. https://doi.org/10.1509/jmkg.64.1.67.17993
Walker, R. H., Slater, R., Callaghan, B., Smyrnios, K., & Johnson, L. W. (2004). Measuring
marketing performance against the backdrop of intra-organisational change. Marketing
Intelligence & Planning, 22(1), 59–65. https://doi.org/10.1108/02634500410516913
Wiklund, J., & Shepherd, D. (2005). Entrepreneurial orientation and small business
performance: A configurational approach. Journal of Business Venturing, 20(1), 71–91.
https://doi.org/10.1016/j.jbusvent.2004.01.001
Zahra, S. A., & Covin, J. G. (1995). Contextual influences on the corporate entrepreneurshipperformance
relationship: A longitudinal analysis. Journal of Business Venturing, 10(1), 43–58. https://doi.org/10.1016/0883-9026(94)00004-E
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2021-12-30
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