Peran Keunggulan Bersaing Produk terhadap Peningkatan Kinerja Sektor UMKM Kuliner di Kabupaten Banyumas

Alisa Tri Nawarini, Chandra Suparno, Ronald Haryanto

Abstract


Sektor kuliner merupakan sektor yang potensial bagi Kabupaten Banyumas yang memiliki berbagai objek wisata. Pemahaman terkait faktor -faktor yang dapat mendukung keunggulan bersaing dan kinerja pemasaran pelaku UMKM kuliner diperlukan agar kontribusinya dapat ditingkatkan. Penelitian ini bertujuan untuk menguji pengaruh kemampuan pemasaran, orientasi kewirausahaan dan orientasi pemasaran terhadap keunggulan bersaing dan selanjutnya menguji pengaruh keunggulan bersaing terhadap kinerja pemasaran pada UMKM kuliner di Kabupaten Banyumas. Penelitian ini merupakan penelitian survey terhadap 102 responden dengan Purposive sampling method dan dianalisis dengan menggunakan SEM-PLS untuk pengujian hipotesis. Hasil penelitian menunjukkan bahwa kemampuan pemasaran dan orientasi pemasaran tidak memiliki pengaruh positif signifikan pada keunggulan bersaing, hasil lain menunjukkan adanya pengaruh positif signifikan orientasi kewirausahaan terhadap keunggulan bersaing dan selanjutnya keunggulan bersaing berpengaruh positif signifikan terhadap kinerja pemasaran. Implikasi hasil penelitian ini menyarankan agar pelaku UMKM kuliner meningkatkan kemampuan dalam mengelola penciptaan produk yang memiliki daya saing tinggi sehingga nantinya dapat berkontribusi positif terhadap kinerja pemasarannya.

Keywords


Kemampuan pemasaran; orientasi kewirausahaan; orientasi pemasaran; keunggulan bersaing produk; kinerja pemasaran

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DOI: http://dx.doi.org/10.35671/probisnis.v17i1.2858

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