Pengaruh Orientasi Pasar dan Inovasi Terhadap Keunggulan Bersaing pada UMKM Kota Makassar

Andi Muhammad Irwan, Budi Andriani, Serlin Serang

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Penelitian ini bertujuan untuk menganalisis pengaruh orientasi pasar dan inovasi terhadap keunggulan bersaing pada usaha mikro, kecil, dan menengah (UMKM) di Kota Makassar, Indonesia. Penelitian ini menyoroti kontribusi signifikan UMKM terhadap ekonomi Indonesia dengan mayoritas bisnis berskala mikro. Metode penelitian yang digunakan dalam penelitian ini adalah metode survei dengan pendekatan kuantitatif. Populasi dari penelitian ini adalah seluruh UMKM yang beroperasi di Kota Makassar. Karena kerangka sampel dari populasi tidak tersedia, maka penelitian ini menggunakan teknik convenience sampling untuk memilih responden. Sebanyak 277 kuesioner dibagikan kepada pemilik UMKM yang bersedia untuk berpartisipasi dalam penelitian ini. Sebelumnya, kuesioner telah diuji coba untuk memastikan instruksi dan pertanyaan dipahami dengan baik. Data yang diperoleh dari kuesioner kemudian dianalisis menggunakan Structural Equation Modeling Partial Least Square (SEM- PLS) dengan menggunakan perangkat lunak SmartPLS Hasil penelitian menunjukkan bahwa orientasi pasar memiliki efek positif langsung terhadap inovasi dan keunggulan bersaing, serta inovasi memiliki pengaruh terhadap keunggulan bersaing. Selain itu, penelitian ini juga menemukan adanya pengaruh tidak langsung positif dan signifikan orientasi pasar terhadap keunggulan bersaing melalui inovasi sebagai variabel intervening. Hasil ini memberikan implikasi teoritis dan praktis bagi bidang pemasaran dan memberikan rekomendasi bagi UMKM untuk meningkatkan keunggulan bersaing mereka melalui inovasi yang didukung oleh orientasi pasar.

Kata Kunci: orientasi pasar; inovasi; keunggulan bersaing.

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DOI: https://doi.org/10.37531/mirai.v8i2.4973

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