UPAYA MENINGKATKAN KINERJA PEMASARAN  PADA ERA DIGITAL  (STUDI EMPIRIS PADA UKM DI KOTA BEKASI)

Amin Mansur; Any Setyaningrum; muslikh muslikh

doi:10.33476/jobs.v1i1.1308

Authors

Amin Mansur
Any Setyaningrum
muslikh muslikh

https://doi.org/10.33476/jobs.v1i1.1308

Keywords:

Orientasi Pasar, inovasi produk, daya saing, kinerja pemasaran, era digital, UKM

Abstract

ABSTRAK

Tujuan penelitian ini adalah untuk mengetahui bagaimana upaya meningkatkan kinerja pemasaran usaha kecil dan menengah (UKM) pada era digital di kota Bekasi. Disamping itu, penelitian ini juga bertujuan untuk menguji pengaruh orientasi pasar, inovasi produk, daya saing produk terhadap kinerja pemasaran pada era digital. Penelitian dilakukan melalui survey dengan cara menyebarkan kuesioner kepada 114 pelaku UKM di kota Bekasi. Pengambilan sampel penelitian menggunakan non probability sampling dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa: orientasi pasar dan inovasi produk berpengaruh secara signifikan terhadap daya saing produk . Orientasi pasar dan inovasi produk berpengaruh signifikan terhadap kinerja pemasaran, daya saing produk berpengaruh signifikan terhadap kinerja pemasaran UKM di kota Bekasi.

Kata kunci: Orientasi Pasar, inovasi produk, daya saing , kinerja pemasaran, era digital, UKM.

ABSTRACT

The objective of this study was how to increase market performance micro and small medium enterprises in Bekasi..This study olso examines the effect of market orientation, innovation on market erformance and competitivness as moderating variabel .The survey method was conducted by distributing the qquesioneries to 114 micro and small medium enterprises .The sampling method used in this study is non probability sampling with purposive technique. The results indicate that market orientation and innovation were influanced significantly on competitiveness. Maraket orientation was influencend on market erformance. Innovation was influence on market performance, competitiveness was influenced on market performance

Keyword: market orientation, innovation, competitiveness, market performance , digital era, small and medium enterprises

References

DAFTAR PUSTAKA

Agarwal, S., Erramilli, K., Dev. Chekitan,S.2003. Market Oriented and Performance In Service Firms: Role of Innovation. Journal of Services Marketing.Vol. 17.No. 1.pp.68-82.

Badan Pusat Statistik, 2015. Berita Resmi Statistik. Perkembangan Indikator UKM Tahun 2015

Damanpour, F. 1991. Organizational Innovation: A Meta-Analysis Of Effects Of Determinant and Moderator. Academy Of Management Journal. Vol.34

Han JK and Srivastata R. 1998. Market Orientation and Organizational Performance: Is Innovation a Missing Ling? Journal of Marketing, Vol 62 pp.30-45

Hair,Jr.,Anderson, R.L Tathan E.,Ronald L and WC.Black (2006), Multivariate Data Analysis, Fith Edition New York:Prentice Hall International Inc.

Hurley, Robert F. and Hult, Thomas M.1998. Innovation, Market Orientation, An Organizational Learning: an Integration and Empirical Examination, Journal Marketing, Vol. 62. pp. 42-54.

Jaworski,Bernad J & Ajay K. Kohli. 1993. Market Orientation: Antecedents and Consequences.Journal of Marketing. Vol 57, No.3 Hal 53-70

Kohli, A. and Jaworski, B. 1990. Market Orientation: The Construct, Research Proposition and Managerial Implication. Journal of Marketing, Vol. 54, April.pp.1-18

Kotler dan Keller.2002.Manajemen Pemasaran, Jakarta: Edisi Ketigabelas Ji;lid I,Erlangga

Lumkin, G.T. and Dess, GG.1996. Clarifying The Entrepreneurial Orientation Construct And Linking It Performance’, Academy of Management Review, Vol. 21. pp. 135-172.

Mohammads JF, 2014. Upaya Pengembangan Usaha kecil Menengah (UKM). Infokop No. 25 Tahun 2014

Narver, J.C. and Slater, S.F. 1990. The Effect of A Market Orientation on Business Profitability. Journal of Marketing Research.Vol. 54, October, pp. 20-35.

Song dan Parry. 2007. A Cross National Comparative Study of New ProductDevelopment Process: Japan and The United State, Journal of Marketing,Vol 61 pp.1-18

Suliyanto.2011. The Effect of Entrepreneurship Orientation and Marketing Based Reward System Toward Marketing performance. International Journal of Business and Social Science ,Vol.2 N0.6, p.168-174

Suliyanto and Rahab.2012. The Role of Market Orientation and Learning Orientation In Improving Innovativness and Performance of Small and Medium Enterprises. Asian Social Science, Vol.8,No.1 pp.134-145

Voss, G.B., and Voss Z.G.2000. Strategic Orientation And Firm Performance In an Artistic Enviroment. Journal of Marketing. January, 67-83.