KEUNGGULAN BERSAING SEBAGAI VARIABEL MEDIASI PADA PENGARUH STRATEGI DIFERENSIASI DAN ORIENTASI PASAR TERHADAP KINERJA BISNIS UMKM DI KABUPATEN PURBALINGGA

Afiyati Afiyati, Sri Murni, Pramono Hariadi

Abstract


Penelitian ini bertujuan untuk menganalisis : 1) pengaruh strategi diferensiasi terhadap keunggulan bersaing, 2) pengaruh strategi diferensiasi terhadap kinerja bisnis, 3) pengaruh orientasi pasar terhadap keunggulan bersaing, 4) pengaruh orientasi pasar terhadap kinerja bisnis, 5) pengaruh keunggulan bersaing terhadap kinerja bisnis, 6) mediasi keunggulan bersaing dalam hubungan antara strategi diferensiasi dengan kinerja bisnis, dan 7) mediasi keunggulan bersaing dalam hubungan antara orientasi pasar dengan kinerja bisnis. Data yang digunakan adalah data primer yang diperoleh dari kuisioner yang dibagikan kepada 115 manajer UMKM kecil sebagai responden. Data hasil penelitian kemudian dianalisis menggunakan Structural Equation Modelling (SEM).

Hasil penelitian menunjukkan bahwa : 1) Strategi diferensiasi berpengaruh positif signifikan terhadap keunggulan bersaing, 2) Strategi diferensiasi berpengaruh positif signifikan terhadap kinerja bisnis, 3) Orientasi pasar berpengaruh positif signifikan terhadap keunggulan bersaing 4) Orientasi pasar berpengaruh positif signifikan tehadap kinerja bisnis, 5) Keunggulan bersaing berpengaruh positif signifikan tehadap kinerja bisnis 6) Keunggulan bersaing memediasi pengaruh strategi diferensiasi tehadap kinerja bisnis, 7) Keunggulan bersaing memediasi pengaruh orientasi pasar tehadap kinerja bisnis.

 


References


Aaker, D.A. 1989. Managing Assets and Skills : A Key to a Sustainable Competitive Advantage.California Management Review. Vol. 31 (Winter). pp. 91-106.

Adu, Kwaku Appiah dan Satyendra Singh. 1998. Customer Orientation and Performance: A Study of SMEs. Management Decision.Vol. 36 No. 6.pp: 385-394.

Ambarwati, Sri Dwi Ari. 2003. Upaya Membangun Brand Image dan Brand equity melalui Kegiatan periklanan yang Efektif. Jurnal STIE Widya Winata. Yogyakarta No. pp. 127-139.

Bharadwaj, Sonja LD, Bidmon KF. 1993. Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions. Journal of Marketing. 57: 83-99.

Bharghavan, Thyagarajan Nandagopel Tae Eun Kim Prasun Sinha Vaduvar. 1999. Service Differentiation Through End-to-End Rate Control in Low Bandwith Wireless Packet Network. IETF Working Groups. pp. 1-10.

Concrad, Klaus. 2002. Price Competition and Product Differentiation when Goods have Networks Effects. Journal of Economics Behaviour and Organizations. pp. 289-303.

Delmas, Magali. 2000. Deregulation Environmental Differentiation in The Electric Utility Industry. Journal of American Statistical Association.Vol. 67, No.3. pp. 215-216.

Epple, Dennis. 1987. Hedonic Prices and Implicit Markets: Estimating Demand and Supply Function for Differentiated Products. Journal of Political Economy.Vol. 95 No. 1. pp. 59-80.

Ferdinand, August. 2003. Keunggulan Diferensiasif. JurnalBisnisStrategi. Vol.12, No.2.pp.1-15.

Fairoz , et al ,2010, Entrepreneurial Orientation and Business Performance of Small and Medium Scale Enterprises of Hambantota District Sri Lanka, Asian Social Science, Vol. 6, No. 3.Hal. 128 – 139.

Hoffman, Nicole P. 2000. An Examination of the "Sustainable Competitive Advantage" Concept: Past,Present, and Future. Academy of Marketing Science Review. 04.

Julian, C.C. 2010.The Market Orientation-Marketing Performance Relationship-The Empirical Link in International Joint Ventures.International Journal of Trade and Global Markets.3 (4):414-431.

Kara, Ali John E. Dan Jr.Oscar W.Deshields.2005. An Empirical Investigation of The Effect of A Market Orientation on Business Performance: A Study of Small-Sizes Service Retailers Using Markor Scale. Journal of Small Bussiness Management.Vol 2, No.3. pp:105-118.

Kircaet al.2005. Market Orientation: A Meta-Analytic Review and Assessment of its Antecedents and Impact on Performance. Journal of Marketing.Vol 6, No.9. pp:24-41.

Kohli, Ajay K. Dan Bernand J. Jaworski. 1990. Market Orientation: The Construct, Research Proporsition, and Managerial Implications. Journal of Marketing.Vol 5, No.4. pp:1-18.

Kotler, Philip, 2006, Manajemen Pemasaran. Edisi Mienium, Prenhallindo, Jakarta

Kotler, Philip dan AB Susanto, 2001. Manajemen Pemasaran di Indonesia :Analisis Perencanaan Implementasi dan Pengendalian. Salemba Empat Jakarta.

Kumar, K. et al. 1998. Examining the Market Orientation Performance Relationship: A Context Specific Study. Journal of Management. Vol. 24 No.2, pp: 201-233.

Li, Suhonget al. 2006.The Impact of Supply Chain Management Practices on Competitive Advantage and Organizational Performance. The International Journal of Management Science.Vol. 3, No. 4, pp: 107-124.

March, J. G. and Sutton, R. I. 1997. Organizational performance as a dependent variable. Organization Science.Vol. 8 No .6, Hal. 698 – 706.

Miller, D. 1988. Relating Porter's Business Strategies To Environment and Structure. Academy of Management Journal. 31 (2): 280-308.

Narver, John C. Dan Stanley F. Slater. 1990. The Effect of a Market Orientation on Business Profitability. Journal of Marketing. Vol. 2, No.2, pp: 20-35

Porter,ME.1980.Competitiv Strategy. New York. Free Press.

Ratna Paryanti. 2015. Pengaruh Strategi Diferensiasi Terhadap Keunggulan Bersaing. (Studi pada hotel Resty Menara Pekanbaru. Journal Online Mahasiswa. Vol.2.No.2. Universitas Riau.

Seneset al.1996. Market Orientation in United States and Scandinavian Companies: A Cross-Cultural Study. Scandinavian Journal of Management. Vol. 3, No.1, pp: 139-157.

Setyawati, Sri Murni, Monica Rosiana. 2015. Inovasi dan Keunggulan Kompetitif Sebagai Variabel Mediasi Pengaruh Orientasi Pasar Terhadap Kinerja Bisnis (Studi Empiris Pada Usaha Kecil dan Menengah di Purwokerto). Journal Marketing. Universitas Jenderal Soedirman.

Shelton, Ken. 1997. In Search of Quality. PT. Gramedia. PustakaUtama.

Spencer, X. S. Y. Joiner, T. A. and Salmon, S. 2009. Differentiation StrategyPerformance Measurement System and Organizational Performance: Evidence from Australia. International Journal of Business.Vol.14, No. 1.Hal. 83 – 103

Supranoto, M. 2009. Strategi Menciptakan Keunggulan Bersaing Produk melalui Orientasi Pasar, Inovasi, dan Orientasi Kewirausahaan Dalam Rangka Meningkatkan Kinerja Pemasaran. Tesis. Universitas Diponegoro, Semarang.

Ulum, Ihyaul M.D. 2006. Audit Sektor Publik Suatu Pengantar. BumiAksara, Jakarta.

Wang, Guangping dan C. Fred Miao. 2011. Effects of Sales Force Market Orientation on Creativity, Innovation Implementation, and Sales Performance. Journal of Business Research. Vol. 1, No.2, pp:22-33.

Zhou et al. 2005. The Effect of Strategic Orientations on technological and Market Based Breakthrough Innovations. Journal of Marketing. Vol. 6, No.0, pp: 42-50.

Zuraida, LukiadanUswatunChasanah. 2001. Consumer Decision Model: PendekatanAlternatifAnalisisEfektivitasIklan: StudiEmpirisIklan di TelevisitentangSabunDetergenBubuk. KajianBisnis No. 24.STIE WidyaWinata.Yogyakarta.


Refbacks

  • There are currently no refbacks.


View My Stats

Indexed by :

Partnership with Professional Association :