PENGARUH ORIENTASI PASAR TERHADAP KINERJA BISNIS MELALUI INOVASI PRODUK SEBAGAI VARIABEL MEDIASI PADA IKM SEKTOR MAKANAN DAN MINUMAN DI KABUPATEN LIMA PULUH KOTA

Wardah Putri Pertama Andra, Thamrin Thamrin

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh orientasi pasar terhadap kinerja bisnis, orientasi pasar terhadap inovasi produk, inovasi produk terhadap kinerja bisnis, serta pengaruh orientasi pasar terhadap kinerja bisnis melalui inovasi produk sebagai variabel mediasi pada IKM sektor makanan dan minuman di Kabupaten Lima Puluh Kota. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian kausal. Populasi penelitian berjumlah 238 IKM sektor makanan dan minuman dengan sampel sebanyak 150 responden yang merupakan pemilik atau pengelola usaha. Pengambilan sampel menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan metode Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa orientasi pasar berpengaruh positif dan signifikan terhadap kinerja bisnis dan inovasi produk. Inovasi produk juga berpengaruh positif dan signifikan terhadap kinerja bisnis. Selain itu, orientasi pasar berpengaruh positif dan signifikan terhadap kinerja bisnis melalui inovasi produk sebagai variabel mediasi.

Keywords


IKM, Inovasi Produk, Kinerja Bisnis, Orientasi Pasar.

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DOI: https://doi.org/10.17509/ijdb.v6i1.107067

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