Pengaruh Kapabilitas Pemasaran, Orientasi Pasar, dan Orientasi Kewirausahaan terhadap Kinerja Pemasaran pada UMKM Food & Beverage dalam Program Jakpreneur di Wilayah Provinsi DKI Jakarta. (The Effect of Marketing Capability, Market Orientation, and Entrepreneurship Orientation on Marketing Performance in Food & Beverage SMEs in the Jakpreneur Program in the DKI Jakarta Province)

Setyaningsih, Ema (2022) Pengaruh Kapabilitas Pemasaran, Orientasi Pasar, dan Orientasi Kewirausahaan terhadap Kinerja Pemasaran pada UMKM Food & Beverage dalam Program Jakpreneur di Wilayah Provinsi DKI Jakarta. (The Effect of Marketing Capability, Market Orientation, and Entrepreneurship Orientation on Marketing Performance in Food & Beverage SMEs in the Jakpreneur Program in the DKI Jakarta Province). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Jakarta provincial government is committed to developing MSMEs through an integrated entrepreneurship program using the Jakpreneur branding, this program is expected to be a platform for the creation, facilitation and collaboration of MSME development. This study aims to determine whether there is an influence of marketing capability, market orientation and entrepreneurial orientation on the marketing performance of MSME food & beverage in Jakpreneur program in the DKI Jakarta Province. The method of this research is quantitative research. The sample used in this study was 100 food & beverage MSMEs who are members of the Jakpreneur program. Using non-probability sampling method with purposive sampling technique. Methods of data collection using a questionnaire. The data analysis techniques used in this research are classical assumption test, multiple linear regression and hypothesis testing. The results of this study indicate that from the t-test on 3 variables, namely marketing capability, market orientation, and entrepreneurial orientation, it appears that t count is greater than t table so that the hypothesis is accepted. Then, the results of the calculated F value show that it is greater than F table, then marketing capability, market orientation and entrepreneurial orientation have a significant effect simultaneously on marketing performance in food & beverage MSMEs in the Jakpreneur program in the DKI Jakarta Province. Therefore, entrepreneurs must always keep abreast of technological developments in marketing their products, conduct research on consumers to meet their needs, generate new ideas, product innovations, taste innovations, product form innovations, be more willing to take risks and always give a positive reaction to all changes in consumer demand in order to improve the quality and quantity of marketing performance. Keywords: Marketing Capability, Market Orientation, Entrepreneurship Orientation and Marketing Performance

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