ANALISIS PENGEMBANGAN ORIENTASI KEWIRAUSAHAAN DALAM MENINGKATKAN KINERJA PEMASARAN PADA UMKM DI KOTA BENGKULU

Abstrak

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.