| dc.contributor.author | SUGIHARTO, ANTHONY KURNIAWAN | |
| dc.date.accessioned | 2022-03-25T06:49:09Z | |
| dc.date.available | 2022-03-25T06:49:09Z | |
| dc.date.issued | 2018 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4710 | |
| dc.description | Wenak Tok is a business unit that runs in food field, especially snack.
Wenak Tok has a product that is mushroom chip. Wenak Tok has some common
MSME (Micro Small Medium Entreprise) problems. Resource Based View or
commonly is known as RBV is used to identify problems that are faced by Wenak
Tok. Through the RBV perspective, SWOT analysis is used to identify the
problems that are faced by Wenak Tok. Based on the results of the SWOT
analysis, it can be seen that Wenak Tok has six problems. These problems include
(1) limited human resources which therefore Wenak Tok has not got permanent
employees yet so the owner of Wenak Tok has to involve themselves to handle and
run this business, (2) Wenak Tok has not had the technology yet to make
mushroom chip by themselves, so Wenak Tok is still very dependent on suppliers,
(3) Wenak Tok has not had knowledge yet about the market to be targeted so the
sales process is only entrusted with goods, without any clear market share, (4)
Wenak Tok's management system is not good, because Wenak Tok team itself is
still struggling with each other's work, (5) there are competitors who make
competition even higher, and (6) the price of mushroom chip from suppliers are
up and down. Defintely, Entrepreneurial Marketing is able to help to solve these
problems. Entrepreneurial Marketing itself is divided into two that is Market
Orientation and Entrepreneurial Orientation. The purpose of this research is to
find out the effect of Entrepreneurial Marketing on Innovative Performance.
Innovative Performance itself is the capabilities of business unit to find and give
the best performance.
The type of this research is quantitative by using IBM SPSS software to
analyze data. This research uses questionaire as research instrument with 35 total
respondents, that is, MSME that sell snack in Surabaya. The results of this
research indicate that Entrepreneurial Markerting consists of Market Orientation
and Entrepreneurial Orientation has positive and significant influence on
Innovative Performance of MSME. It show business unit that apply effect
Entrepreneurial Marketing will increase its performance. | en_US |
| dc.description.abstract | Wenak Tok adalah unit usaha yang bergerak di bidang makanan,
khususnya makanan ringan. Wenak Tok memiliki produk yaitu kripik jamur.
Wenak Tok memiliki beberapa masalah umum UMKM. Resource Based View
atau yang biasa dikenal dengan RBV digunakan untuk mengidentifikasi masalah
yang dihadapi Wenak Tok. Melalui sudut pandang RBV, SWOT analisis
digunakan untuk mengidentifikasi masalah yang dihadapi Wenak Tok.
Berdasarkan hasil analisis SWOT, dapat dilihat bahwa Wenak Tok memiliki enam
masalah. Masalah tersebut antara lain adalah (1) keterbatasan sumber daya
manusia dimana Wenak Tok belum memiliki karyawan tetap sehingga pemilik
Wenak Tok yang harus turun tangan sendiri mengurus dan menjalankan bisnis ini,
(2) Wenak Tok belum memiliki teknologi untuk membuat kripik jamur sendiri,
oleh sebab itu Wenak Tok masih sangat bergantung pada pemasok, (3) Wenak
Tok belum memiliki pengetahuan tentang pasar yang akan dituju sehingga proses
penjualan hanya sekedar titip barang saja, tanpa ada pangsa pasar yang jelas, (4)
sistem manajemen Wenak Tok yang belum baik karena tim Wenak Tok sendiri
masih berkutat ke pekerjaan masing – masing, (5) adanya kompetitor yang
membuat persaingan semakin tinggi, dan (6) harga kripik jamur dari pemasok
yang naik turun. Entrepreneurial Marketing diyakini mampu membantu
menjawab permasalahan ini. Entrerpeneurial Marketing sendiri terbagi menjadi
dua yaitu Market Orientation dan Entrepreneurial Orientation. Tujuan penelitian
ini adalah untuk mengetahui pengaruh Entrepreneurial Marketing terhadap
Innovative Performance. Innovative Performance sendiri adalah kemampuan unit
usaha untuk memberikan performa terbaiknya.
Jenis penelitian ini adalah kuantitatif dengan menggunakan software IBM
SPSS untuk menganalisa data. Penelitian ini menggunakan kuesioner sebagai
instrumen penelitian dengan jumlah responden sebanyak 35 responden yakni
UMKM yang menjual makanan ringan di Surabaya. Hasil penelitian ini
menunjukkan bahwa Entrepreneurial Markerting yang terdiri dari Market
Orientation dan Entrepreneurial Orientation memiliki pengaruh positif dan
signifikan terhadap Innovative Performance dari UMKM. Hal ini menunjukkan
bahwa unit usaha UMKM yang menerapkan Entrerpeneurial Marketing akan
mengalami peningkatan kinerja unit usaha tersebut. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | market orientation | en_US |
| dc.subject | entrepreneurial orientation | en_US |
| dc.subject | innovative performance | en_US |
| dc.subject | resource based view | en_US |
| dc.subject | entrepreneur | en_US |
| dc.subject | entrepreneurial marketing | en_US |
| dc.subject | small medium entreprise | en_US |
| dc.title | PENGARUH ENTREPRENEURIAL MARKETING TERHADAP INNOVATIVE PERFORMANCE | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0715128102 | |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10115048 | |
| dc.identifier.dosenpembimbing | CHRISTIAN HERDINATA | |
