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.

 


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DOI: https://doi.org/10.32424/jeba.v21i3.1371

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