Pengaruh Orientasi Kewirausahaan, Keunggulan Bersaing, Dan Inovasi Produk Terhadap Kinerja Pemasaran UMKM Seni Ukir Di Banjar Puaya, Desa Batuan

I Komang Kesuma Natha; I Gede Putu Kawiana; Putu Atim Purwaningrat

doi:10.32795/vol4wamrtno1th24

I Komang Kesuma Natha Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia
I Gede Putu Kawiana Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia
Putu Atim Purwaningrat Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: entrepreneurial orientation, competitive advantage, product innovation

Abstract

This study aims to determine the effect of entrepreneurial orientation, competitive advantage and product innovation on marketing performance. Where the independent variables namely entrepreneurial orientation (X1), competitive advantage (X2) and product innovation (X3) affect marketing performance (Y) as the dependent variable. The population and respondents used in this study were the leaders of the UKM Carving in Banjar Puaya, Batuan Village. The samples taken amounted to 30 leaders. Data was collected through a questionnaire filled out by MSME leaders, then the data obtained was analyzed using multiple linear regression analysis, determination, t test and F test. The results of this study fully support the hypothesis put forward where this study shows that the entrepreneurial orientation variable (X1), competitive advantage (X2) and product innovation (X3) have a partial effect (Simple Regression Test and t Test) on marketing performance (Y). In the simultaneous test (Multiple Linear Regression Test and F Test) it was found that the two independent variables jointly affect the marketing performance variable (Y). Based on the results of the hypothesis test (F test) it was found that the F count was 8.999 compared to the f table value of 2.98. F count 8.999 > f table 2.98 then H0 is rejected and accepts Ha, this means that the variables of entrepreneurial orientation (X1), competitive advantage (X2) and product innovation (X3) have a positive effect on the marketing performance of MSMEs Carving in Banjar Puaya, Village Rock. The R Square obtained is 50.9%, and the remaining 49.1% are other variables that have not been included in this study.

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