Pengaruh Entrepreneurial Orientation Terhadap Kinerja Pemasaran Melalui Inovasi Produk Sebagai Variabel Intervening (Studi Pada Usaha Mikro Olahan Bandeng Di Kota Semarang)

Abstract

Abstract: Micro, Small and Medium Enterprises (MSMEs) in Central Java Province are experiencing a growth rate that continues to increase its development. This increase is not separated from the involvement of various parties, this is because MSMEs have a role as the absorption of labor in the community and function to improve the economic welfare of the people in that area. One of the types of MSMEs in the city of Semarang is the Processed Milkfish UMKM which has produced various variants of milkfish products in the market which are expected to be able to innovate products so that they are not less competitive with large milkfish producers whose competition is increasingly fierce. The purpose of this study was to determine the effect of entrepreneurial orientation on marketing performance through product innovation. The number of samples taken was 51 respondents using a sampling technique using a non-probability sampling technique, namely saturated sampling (census). Data collection was carried out using a physical questionnaire. This type of research is explanatory research. This research uses SmartPLS 3.3.3 for Windows software tools. The results of this study indicate that entrepreneurial orientation has effect significant on product innovation, product innovation has a positive and significant effect on marketing performance, entrepreneurial orientation has effect significant on marketing performance, and product innovation is able to mediate entrepreneurial orientation on marketing performance as a partial mediation.

Keywords: Entrepreneurial Orientation; Product Innovation; Marketing Performance

Abstrak: Usaha Mikro, Kecil dan Menengah (UMKM) di Provinsi Jawa Tengah mengalami laju pertumbuhan yang terus menerus meningkat perkembangannya. Salah satu jenis UMKM yang ada di Kota Semarang yakni Usaha Mikro Olahan Bandeng yang sudah menghasilkan bermacam varian produk bandeng di pasaran yang diharapkan mampu melakukan inovasi produk sehingga tidak kalah saing dengan produsen besar bandeng yang semakin sengit persaingannya. Tujuan dari penelitian ini ialah untuk mengetahui Pengaruh Entrepreneurial Orientation Terhadap Kinerja Pemasaran Melalui Inovasi Produk. Jumlah sampel yang diambil yaitu 51 responden dengan menggunakan teknik pengambilan sampel menggunakan teknik nonprobalbability sampling yaitu sampling jenuh (sensus). Pengumpulan data yang dilakukan menggunakan kuesioner fisik. Tipe penelitian ini ialah explanatory research. Penelitian ini menggunakan alat bantu software SmartPLS 3.3.3 for Windows. Hasil dari penelitian ini menunjukkan bahwa entrepreneurial orientation berpengeruh signifikan terhadap inovasi produk, inovasi produk berpengaruh positif dan signifikan terhadap kinerja pemasaran, entrepreneurial orientation berpengeruh signifikan terhadap kinerja pemasaran, dan inovasi produk mampu memediasi entrepreneurial orientation terhadap kinerja pemasaran sebagai mediasi parsial.

Kata Kunci: Entrepreneurial Orientation, Inovasi Produk, Kinerja Pemasaran