Pengaruh Orientasi Kewirausahaan dan Penetapan Harga Terhadap Peningkata Daya Saing pada Sentra UMK Lontong di Dusun Hulaan, Menganti, Kab. Gresik. (The Influence of Entrepreneurial Orientation and Pricing on Increasing Competitiveness at the Lontong MSE Center in Hulaan Hamlet, Menganti, Kab. Gresik).

Solihah, Matus (2023) Pengaruh Orientasi Kewirausahaan dan Penetapan Harga Terhadap Peningkata Daya Saing pada Sentra UMK Lontong di Dusun Hulaan, Menganti, Kab. Gresik. (The Influence of Entrepreneurial Orientation and Pricing on Increasing Competitiveness at the Lontong MSE Center in Hulaan Hamlet, Menganti, Kab. Gresik). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

With the development of the times, there is increasingly rapid business growth, many business actors in development (UMK) are productive businesses, so an understanding is needed regarding the meaning of entrepreneurial orientation and pricing. Pricing itself has the intention of achieving target volume, value, or market share for sales. This study aims to determine the effect of entrepreneurial orientation and pricing on increasing competitiveness at the UMK Lontong centers in the hamlet of Hulaan, Menganti, district. Gresik. This research uses a quantitative research method approach, a type of field research. The sample is 42 UMK Lontong who are business actors and produce every day. The sampling technique is non-probability sampling and censustechniques with questionnaires. The data analysis technique used in this study is the classical assumption test, multiple linear regression test and hypothesis testing. The results of this study show that the variable X1 shows that Ha is accepted while H0 is rejected, meaning that X1 has no influence and is not significant on Competitiveness. For X2 it shows that X2 has an influence and is significant on Competitiveness at the Lontong UMK Center in Hulaan Hamlet, Menganti, Kab. Gresik. Then the results of the calculated F value show that Entrepreneurial Orientation and Pricing have a significant joint (simultaneous) effect on Competitiveness at the UMK Lontong center in Hulaan hamlet, Menganti Kab. Gresik. Therefore, the UMK Lontong business actors in the Hulaan flat can always apply an understanding of entrepreneurial orientation to support business continuity from time to time, price setting and pricing for consumers. With this, businesses can provide products according to demand and maintain quality taste. Keywords: Entrepreneurial Orientation, Pricing, and Competitiveness.

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