Orientasi Kewirausahaan, Kapabilitas Pemasaran, dan Kinerja Usaha Mikro di Indonesia
DOI:
https://doi.org/10.36636/dialektika.v11i1.9245Kata Kunci:
Orientasi Kewirausahaan, kapabilitas pemasaran, kinerja bisnis, usaha mikro, indonesiaAbstrak
Usaha mikro memiliki peran strategis dalam perekonomian Indonesia, namun literatur masih menunjukkan inkonsistensi terkait bagaimana orientasi kewirausahaan diterjemahkan menjadi kinerja bisnis, khususnya pada usaha mikro. Studi ini menguji peran mediasi kapabilitas pemasaran dalam pengaruh orientasi kewirausahaan dan kinerja bisnis pada usaha mikro di Indonesia. Survei terhadap 230 pelaku usaha mikro di Jawa Timur, Indonesia dilakukan dan data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa orientasi kewirausahaan berpengaruh positif signifikan terhadap kapabilitas pemasaran dan kinerja bisnis. Kapabilitas pemasaran juga memediasi secara signifikan pengaruh antara orientasi kewirausahaan dan kinerja bisnis, yang menunjukkan bahwa orientasi kewirausahaan tidak secara otomatis meningkatkan kinerja usaha tanpa didukung oleh kemampuan pemasaran yang memadai. Temuan ini memberikan implikasi praktis bagi pemangku kebijakan seperti Dinas Koperasi dan Usaha Mikro bahwa kapabilitas pemasaran menjadi prioritas strategis dalam program pengembangan usaha mikro.
Referensi
Anim, P. A., & Arthur, E. (2023). Entrepreneurial orientation , social media and SME performance : an emerging economy perspective orientation. Asia-Pacific Journal of Business Administration, 16(5), 1037–1066. https://doi.org/10.1108/APJBA-12-2022-0514 DOI: https://doi.org/10.1108/APJBA-12-2022-0514
Anjum, T., Farrukh, M., Heidler, P., & Tautiva, J. A. D. (2021). Entrepreneurial Intention: Creativity, Entrepreneurship, and University Support. Journal of Open Innovation: Technology, Market, and Complexity, 7(1). https://doi.org/https://doi.org/10.3390/joitmc7010011 DOI: https://doi.org/10.3390/joitmc7010011
Barney, J. B. (2001). Resource-based theories of competitive advantage: A ten-year retrospective on the resource-based view. Journal of Management, 27(6), 643–650. https://doi.org/10.1177/014920630102700602 DOI: https://doi.org/10.1177/014920630102700602
Boso, N., Story, V. M., & Cadogan, J. W. (2013). Entrepreneurial orientation, market orientation, network ties, and performance: Study of entrepreneurial firms in a developing economy. Journal of Business Venturing, 28(6), 708–727. DOI: https://doi.org/10.1016/j.jbusvent.2013.04.001
BPS. (2024a). Jumlah Perusahaan Industri Skala Mikro dan Kecil Menurut Provinsi (Unit), 2024. Badan Pusat Statistik.
BPS. (2024b). Profil Industri Mikro dan Kecil.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (Second Edi). Lawrence Erlbaum Associates.
Covin, J. G., & Slevin, D. P. (1989). Strategic Management of Small Firms in Hostile and Benign Environments. Strategic Management Journal, 10(1), 75–87. https://www.jstor.org/stable/2486395 DOI: https://doi.org/10.1002/smj.4250100107
DSResearch. (2022). MSME Empowerment Report. In MSME Empowerment Report.
Dutot, V., & Bergeron, F. (2016). From strategic orientation to social media orientation: Improving SMEs’ performance on social media. Journal of Small Business and Enterprise Development, 23(4), 1165–1190. https://doi.org/10.1108/JSBED-11-2015-0160 DOI: https://doi.org/10.1108/JSBED-11-2015-0160
Fikriah, N. L., Ningtyas, M. N., & Maksum, I. (2024). Direct And Indirect Effect Of Marketing Capabilities On The Performance Of MSMEs. Jurnal Ekonomi, 29(2), 363–382. https://doi.org/10.24912/je.v29i2.2336 DOI: https://doi.org/10.24912/je.v29i2.2336
Hair, J. F., Sarstedt, M., Pieper, T. M., & Ringle, C. (2012). The Use of Partial Least Squares Structural Equation Modeling in Strategic Management Research: A Review of Past Practices and Recommendations for Future Applications. Long Range Planning, 45, 320–340. https://doi.org/10.1016/J.LRP.2012.09.008 DOI: https://doi.org/10.1016/j.lrp.2012.09.008
Joensuu-Salo, S., Viljamaa, A., & Kangas, E. (2023). Marketing first? The role of marketing capability in SME growth. Journal of Research in Marketing and Entrepreneurship, 25(2), 185–202. https://doi.org/10.1108/JRME-05-2021-0070 DOI: https://doi.org/10.1108/JRME-05-2021-0070
Ju, M., & Jin, J. L. (2018). How Can International Ventures Utilize Marketing Capability in Emerging Markets? Its Contingent Effect on New Product Development. Journal of International Marketing, 26(4). https://doi.org/https://doi.org/10.1177/1069031X18809999 DOI: https://doi.org/10.1177/1069031X18809999
Khan, M. A., Zubair, S. S., Rathore, K., Ijaz, M., Khalil, S., & Khalil, M. (2021). Impact of Entrepreneurial Orientation Dimensions on Performance of Small Enterprises: Do Entrepreneurial Competencies Matter? Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2021.1943241 DOI: https://doi.org/10.1080/23311975.2021.1943241
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal E–Collaboration, 11(4), 1–10. https://doi.org/https://doi.org/10.4018/ijec.2015100101 DOI: https://doi.org/10.4018/ijec.2015100101
Krasnikov, A., & Jayachandran, S. (2008). The relative impact of marketing, research-and-development, and operations capabilities on firm performance. Journal of Marketing, 72(4), 1–11. https://doi.org/10.1509/jmkg.72.4.1 DOI: https://doi.org/10.1509/jmkg.72.4.001
Munawar, A. (2025). Enhancing The Performance Of Newly Established MSMEs Through Entrepreneurial Orientation and Digitalization. Financial and Credit Activity: Problems of Theory and Practice, 3(62), 495–514. https://doi.org/10.55643/fcaptp.3.62.2025.4709 DOI: https://doi.org/10.55643/fcaptp.3.62.2025.4709
Murray, J. Y., Gao, G. Y., & Kotabe, M. (2011). Market orientation and performance of export ventures: The process through marketing capabilities and competitive advantages. Journal of the Academy of Marketing Science, 39(2), 252–269. https://doi.org/10.1007/s11747-010-0195-4 DOI: https://doi.org/10.1007/s11747-010-0195-4
Pascal, V. J., & Shin, S. (2015). the Role of Marketing Capabilities and Entrepreneurial Orientation on Sme Performance. Journal of International Marketing Strategy, 3(1), 37–54.
Rincon, M. L. C., Diaz. Martha Lucia Agredo, & Castro, R. P. (2021). Is entrepreneurship enough to achieve superior performance in SMEs in emerging countries ? Multiple mediation of market orientation and marketing capabilities. Journal of Entrepreneurship in Emerging Economies, 15(5), 945–966. https://doi.org/10.1108/JEEE-03-2021-0115 DOI: https://doi.org/10.1108/JEEE-03-2021-0115
Rosita, J., Ihalauw, J. J. O. I., Abdi, A. S., & Sirine, H. (2023). The Effect of Entrepreneurial Orientation and Social Media Adoption on Marketing Performance of Culinary Start-up Business. Journal of System and Management Sciences, 13(3), 29–51. https://doi.org/10.33168/JSMS.2023.0303 DOI: https://doi.org/10.33168/JSMS.2023.0303
Rozak, H. A., Adhiatma, A., Fachrunnisa, O., & Rahayu, T. (2023). Social Media Engagement, Organizational Agility and Digitalization Strategic Plan to Improve SMEs’ Performance. IEEE Transactions on Engineering Management, 70(11), 3766–3775. https://doi.org/10.1109/TEM.2021.3085977 DOI: https://doi.org/10.1109/TEM.2021.3085977
Susanto, P., Hoque, M. E., Shah, N. U., Candra, A. H., Hashim, N. M. H. N., & Abdullah, N. L. (2023). Entrepreneurial orientation and performance of SMEs: the roles of marketing capabilities and social media usage. Journal of Entrepreneurship in Emerging Economies, 15(2), 379–403. https://doi.org/10.1108/JEEE-03-2021-0090 DOI: https://doi.org/10.1108/JEEE-03-2021-0090
Tarsakoo, P., & Charoensukmongkol, P. (2020). Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand. Journal of Asia Business Studies, 14(4), 441–461. https://doi.org/10.1108/JABS-07-2018-0204 DOI: https://doi.org/10.1108/JABS-07-2018-0204
Veidal, A., & Korneliussen, T. (2013). Entrepreneurial orientation and market orientation as antecedents of organisational innovation and performance. International Journal of Entrepreneurship and Small Business, 19(2), 234–250. https://doi.org/https://doi.org/10.1504/IJESB.2013.054965 DOI: https://doi.org/10.1504/IJESB.2013.054965
Wiklund, J., & Sheperd, D. (2003). Knowledge-based resources, entrepreneurial orientation, and the performance of small and medium-sized businesses. Strategic Management Journal, 24(13), 1307–1314. https://doi.org/https://doi.org/10.1002/smj.360 DOI: https://doi.org/10.1002/smj.360
Yacob, S., Sulistiyo, U., Marzal, J., Siregar, A. P., & Mukminin, A. (2025). An Investigation of Entrepreneurial Orientation , Social Media Adoption and E-commerce on MSME Business Performance During the Covid-19 Outbreak in Indonesia. General Management, 26(208), 144–158. https://doi.org/10.47750/QAS/26.208.17 DOI: https://doi.org/10.47750/QAS/26.208.17
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Mega Noerman Ningtyas, Sudarmiatin Sudarmiatin, Agus Hermawan
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
View My Stats
