PENGARUH ORIENTASI KEWIRAUSAHAAN DAN ADAPTASI LINGKUNGAN BISNIS TERHADAP KINERJA PEMASARAN UKM KULINER BANTEN DI KOTA SERANG

Abstract

The proliferation of international culinary delights that are developing very rapidly is displacing the delicious traditional Banten culinary delights. One of those affected was SMEs selling Banten traditional food. Apart from having to compete with delicious international culinary delights, traditional food SMEs also have to compete with the many restaurants, cafes or hawker stalls that offer other culinary delights. Entrepreneurship plays a role in increasing the number of workers, as a driving force for development. The research was conducted at Banten culinary SMEs in Serang city. This study aims to examine the effect of entrepreneurial orientation and adaptation of the business environment on marketing performance through competitive advantage as an intervening variable. The data used in this study are primary data and secondary data. Sampling was conducted by survey method, with 34 respondents. Collecting data using a questionnaire which is then analyzed using the SEM-PLS model processed with the SmartPLS application. Based on statistical tests, there is an effect of entrepreneurial orientation on competitive advantage. There is no effect of adaptation of the business environment on competitive advantage. There is no effect of competitive