Analisis pengaruh orientasi pasar terhadap kinerja usaha kecil dengan prospector dan defender strategy di Jakarta

Holijaya, Frederick (2022) Analisis pengaruh orientasi pasar terhadap kinerja usaha kecil dengan prospector dan defender strategy di Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan untuk memperoleh bukti empiris mengenai hubungan antara orientasi pasar terhadap kinerja usaha kecil dengan prospector dan defender strategy. Objek penelitian ini adalah 208 responden yang memiliki usaha di Jakarta yang telah beroperasi lebih dari tiga tahun. Teknik pengambilan sampel adalah dengan menggunakan metode convenience sampling. Data dikumpulkan dengan menggunakan penyebaran kuesioner melalui google form. Alat yang digunakan untuk menganalisis data adalah SmartPLS dengan model pengukuran luar dan pengukuran dalam. Hasil penelitian menunjukkan bahwa orientasi pasar berpengaruh positif terhadap prospector strategy dan defender strategy, prospector strategy dan defender strategy berpengaruh positif terhadap kinerja usaha kecil./ This study is conducted to obtain empirical evidence about the relation of market orientation to performance of small business with prospector and defender strategy. The object of this research is 208 respondents who have a business in Jakarta that has been operating for more than three years. The sampling technique was using the convenience sampling method. Data was collected by using questionnaires via google form. The tool used to analyze the data is SmartPLS with external and internal measurement models. The results showed that market orientation had a positive effect on the prospector strategy and defender strategy, and the prospector strategy and defender strategy had a positive effect on the performance of small business

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