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Pengaruh Market Orientation, Budaya Inovatif, dan Pengendalian Sistem Kinerja terhadap Orientasi Entrepreneurship
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Market Orientation, Budaya Inovatif, dan Pengendalian Sistem Kinerja terhadap Orientasi Entrepreneurship pada pelaku UMKM sektor Food and Beverage (F&B) di Kecamatan Weleri, Kabupaten Kendal. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Sampel penelitian berjumlah 152 UMKM yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan skala Likert lima poin, kemudian dianalisis menggunakan metode Structural Equation Modeling Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa Market Orientation berpengaruh positif dan signifikan terhadap Orientasi Entrepreneurship, serta Budaya Inovatif juga berpengaruh positif dan signifikan terhadap Orientasi Entrepreneurship. Sementara itu, Pengendalian Sistem Kinerja tidak berpengaruh signifikan terhadap Orientasi Entrepreneurship. Temuan ini menunjukkan bahwa kemampuan memahami pasar dan membangun budaya inovatif menjadi faktor yang lebih berperan dalam membentuk orientasi kewirausahaan dibandingkan sistem pengendalian operasional.
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DOI: https://doi.org/10.17509/ijdb.v6i1.104490
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