Update Artikelilmiah: 12794

MONICA ROSIANA

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

Banyak penelitian yang telah dilakukan dengan tujuan untuk membuktikan pengaruh orientasi pasar dan inovasi terhadap kinerja bisnis. Akan tetapi, beberapa penelitian menghasilkan hasil yang berbeda. Maka, dalam penelitian ini akan dibahas tentang inovasi sebagai variabel mediasi pengaruh orientasi pasar terhadap kinerja bisnis dan keunggulan kompetitif sebagai variabel mediasi inovasi terhadap kinerja bisnis usaha kecil dan menengah di Purwokerto. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode survei yang diberikan kepada pemilik atau manajer UKM di Purwokerto. Jumlah sampel adalah 245 responden dengan metode pengambilan random sampling. Analisis yang digunakan adalah Structural Equation Modelling (SEM) dengan dibantu program AMOS 21. Berdasarkan hasil uji hipotesis diketahui:(1) Orientasi pelanggan tidak berpengaruh terhadap inovasi;(2)Orientasi pesaing berpengaruh positif terhadap inovasi;(3)Koordinasi antar fungsi berpengaruh positif terhadap inovasi;(4)Inovasi berpengaruh positif terhadap keunggulan kompetitif;(5) Inovasi tidak berpengaruh pada kinerja bisnis;(6)Keunggulan kompetitif berpengaruh positif terhadap kinerja bisnis;(7)Orientasi pelanggan berpengaruh positif pada kinerja bisnis;(8)Orientasi pesaing tidak berpengaruh pada kinerja bisnis;(9)Koordinasi antar fungsi tidak berpengaruh positif terhadap kinerja bisnis;(10)Inovasi memediasi hubungan antara orientasi pelanggan terhadap kinerja bisnis;(11)Inovasi memediasi hubungan antara orientasi pesaing terhadap kinerja bisnis;(12)Inovasi memediasi hubungan antara koordinasi antar fungsi terhadap kinerja bisnis;(13)Keunggulan kompetitif memediasi hubungan antara inovasi terhadap kinerja bisnis.

Abtrak (Bhs. Inggris)

There are many studies had done to prove the market orientation influence to business performance. But, there some studies cannot. So, based on the study before, it is suggested to add the mediation variable that is innovation. However, there still different result in study about innovation influence to business performance. So, in this study be added competitive advantage variable as mediation variable. So, this study will discuss about innovation as mediation variable of market orientation influence to business performance and competitive superiority as mediation variable of innovation to business performance of small and medium business in Purwokerto.This study is a quantitative study using survey method which is given to the owner or manager of small and medium business in Purwokerto. Total sample of the study is 245 respondents and the sampling method is random sampling. Then, it used Structural Equation Modeling (SEM) analysis. It is helped by using computer program AMOS 21.By the SEM Analysis result, it is known that model development based on theory on this study is 6 variables and 40 indicators. Based on the hypothesis test result it is known: (1) customer orientation is not influential to innovation; (2) competitor orientation is influential positively to innovation; (3) coordination among the functions is influential positively to innovation; (4) innovation is influential positively to competitive advantage; (5) innovation is not influential to business performance; (6) competitive advantage is influential positively to business performance; (7) customer orientation is influential positively to business performance; (8) customer orientation is not influential to business performance; (9) coordination among the function is not influential to business performance; (10) innovation connected the relation between customer orientation to business performance; (11) innovation connected the relation between competitor orientation to business performance; (12) innovation connected the relation between coordination among the functions to business performance; (13) competitive advantage connected the relation between innovation to business performance.

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