Pengaruh Orientasi Kewirausahaan dan Orientasi Pasar terhadap Kinerja Usaha pada (UMK) Usaha Mikro Kecil Kuliner Deles Surabaya. (The Influence of Entrepreneurial Orientation and Market Orientation on Business Performance in Micro and Small Culinary Enterprises (UMK) Deles Surabaya).

Putri, Kiara Oktaviani (2023) Pengaruh Orientasi Kewirausahaan dan Orientasi Pasar terhadap Kinerja Usaha pada (UMK) Usaha Mikro Kecil Kuliner Deles Surabaya. (The Influence of Entrepreneurial Orientation and Market Orientation on Business Performance in Micro and Small Culinary Enterprises (UMK) Deles Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Banyaknya Usaha Mikro Kecil yang bangkit dari keterpurukkan pandemi Covid-19 menjadi awal new normal pertumbuhan ekonomi di Indonesia. Surabaya merupakan salah satu kota besar di Indonesia juga memiliki banyak sentra kuliner, salah satunya adalah Sentra UMK Kuliner Deles. Sentra UMK Kuliner Deles adalah salah satu sentra Kuliner cukup besar di Surabaya yang berlokasi dekat dengan 2 universitas dimana new normal ini mahasiswa sudah berkuliah secara offline kembali. Penelitian ini dilakukan untuk menganalisis pengaruh dari fokus pada kewirausahaan dan pasar terhadap hasil usaha pada pemilik usaha kuliner Usaha Mikro Kecil (UMK) di Sentra UMK Kuliner Deles Surabaya. Penelitian ini mengimplikasikan 30 responden yang merupakan pemilik usaha kuliner UMK. Data dikumpulkan melalui kuesioner kemudian dianalisis dengan metode analisis regresi linear berganda. Hasil penelitian memperlihatkan bahwa fokus pada kewirausahaan (termasuk inovasi, mengambil risiko, dan proaktif) dan fokus pada pasar (fokus pada pelanggan dan pesaing) memiliki pengaruh yang signifikan terhadap hasil usaha. Sebanyak 60,2% variasi dalam hasil usaha dapat dijelaskan oleh fokus pada kewirausahaan dan pasar. Uji korelasi berganda juga menunjukkan adanya hubungan yang kuat antara fokus pada kewirausahaan, fokus pada pasar, dan hasil usaha. Temuan ini memberikan pemahaman yang lebih dalam mengenai unsur-unsur yang memengaruhi hasil usaha kuliner UMK dan memberikan panduan bagi pemilik usaha dalam meningkatkan kualitas usaha mereka.

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