MODEL BAURAN ORIENTASI STRATEGI BERBASIS LINGKUNGAN DALAM MEMPERCEPAT KINERJA UMKM
Keywords:
Percepatan_ kinerja, bauran_ orientasi strategi, demografi, ekonomi, budayaAbstract
Tujuan penelitian ini merumuskan model percepatan peningkatan kinerja UMKM dengan bauran orientasi strategi, dan lingkungan makro.Bauran orientasi strategi terdiri dari orientasi pelanggan, pesaing dan inovasi. Variabel lingkungan makro terdiri dari demografi, ekonomi dan nilai budaya. Populasi penelitian ini yaitu UMKM makanan di Jawa tengah. Sampel 750 dipilih dengan teknik convenience sampling, Analisis Cros tab digunakan untuk mengetahui pengaruh variable demografi, ekonomi, budaya pada variabel anteseden orientasi pelanggan, dimensi orientasi strategi dan kinerja organisasi. Analisis Struktural Equation Model (SEM) digunakan untuk menguji pengaruh variable anteseden pada orirentasi pelanggan, dimensi orientasi strategi pada kinerja, Peran variable perubahan memoderasi orientasi pelanggan dan pesaing pada orientasi inovasi, peran variable keunggulan bersaing memediasi orientasi pelanggan, inovasi dan pesaing pada kinerja. Penelitian ini berhasil membuktikan bahwa variabel lingkungan makro berpengaruh pada variabel anteseden orientasi pelanggan, dimensi orientasi strategi dan kinerja. Variabel anteseden berpengaruh pada orientasi pelanggan. Dimensi orientasi strategi berpengaruh pada kinerja. Variabel perubahan tidak memoderasi orientasi pelanggan dan pesaing. Variabel keunggulan bersaing tidak memediasi orientasi pelanggan, dan pesaing pada kinerja. Pada tahun ke 2 diadakan analisis feasibilitas, validitas, sosialisasi, implementasi, evaluasi dan desiminaasi.
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