Pengaruh Orientasi Pasar dan Orientasi Teknologi Terhadap Kinerja Usaha UKM

: Studi Pada Industri Kreatif Sub Sektor Kriya Di Nusa Tenggara Barat

  • S. Syafruddin STIE Bajiminasa
  • Muhammad Asdar Universitas Hasanuddin
  • Dian AS Parawansa Universitas Hasanuddin
  • Mursalim Nohong Universitas Hasanuddin
Keywords: Orientasi Pasar, Orientasi Teknologi, Kinerja Bisnis, Industri Kreatif

Abstract

Tujuan penelitian ini adalah untuk mengetahui (1) pengaruh orientasi pasar dan orientasi teknologi terhadap kinerja bisnis UKM industri kreatif sub-sektor kerajinan di Nusa Tenggara Barat secara simultan, (2) pengaruh orientasi pasar dan orientasi teknologi terhadap kinerja bisnis UKM industri kreatif sub-sektor kerajinan di Nusa Tenggara Barat secara parsial, (3) variabel dominan yang mempengaruhi kinerja bisnis UKM industri kreatif sub-sektor kerajinan di Nusa Tenggara. Penelitian ini merupakan penelitian eksplanasi. Populasi pada penelitian ini adalah semua UKM industri kreatif sub-sektor kerajinan di Nusa Tenggara Barat yang berjumlah 172 perusahaan dan sampel diperoleh melalui rumus Slovin dengan jumlah 120 perusahaan. Metode pengumpulan data yang digunakan adalah kuesioner dan dokumentasi dari data primer dan sekunder. Metode analisis yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa (1) terdapat pengaruh positif dan signifikan orientasi pasar dan orientasi teknologi terhadap kinerja bisnis UKM industri kreatif sub-sektor kerajinan di Nusa Tenggara Barat secara simultan, (2) terdapat pengaruh positif dan signifikan orientasi pasar dan orientasi teknologi terhadap kinerja bisnis UKM industri kreatif sub-sektor kerajinan di Nusa Tenggara Barat secara parsial, (3) orientasi pasar merupakan variabel yang dominan dalam mempengaruhi kinerja bisnis UKM industri kreatif sub-sektor kerajinan di Nusa Tenggara Barat.

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Published
2020-12-02