PENGARUH ORIENTASI PASAR DAN ORIENTASI KEWIRAUSAHAAN TERHADAP INOVASI PRODUK DAN KEUNGGULAN BERSAING UMKM JENANG DI KABUPATEN KUDUS

Abstract

The company's success to maintain the sustainability of their products sales lies in
the ability to have a strategy or innovative thinking by seeing on market orientation
and entrepreneurial orientation, and having a strong competitive advantage. This
research is conducted to determine the influence of market orientation and
entrepreneurial orientation toward product innovation and competitive advantage
in Jenang Micro, Small and Medium Enterprises (SMEs) of Kudus Regency. This
type of research is explanatory research. The sampling techniques used total
sampling that is overall Jenang SMEs owner of Kudus Regency. The respondents
in this research totaled 43 respondents. Collecting data used questioner, with score
start from 1 (very disagree) to 5 (really agree). This research was also using Path
analysis techniques supported by SPSS (Statistical Package for Social Science)
software version 20.3. The validity test, reliability test, coefficient of correlation
test, coefficient of determination test, linear and multiple regression, significance
test (t and F test) and Sobel method beforehand. The results showed that all
independent variables in this study had a significant influence on the dependent
variable, either partially or simultaneous, product innovation acts as a partial
mediating variable, that indicates an indirect effect of variables of market
orientation and entrepreneurial orientation on competitive advantage.