Penerapan Orientasi Pasar Dan Inovasi Pada Usaha Skala Kecil Yang Dikelola Wirausahawan Perempuan
DOI:
https://doi.org/10.26486/jpsb.v7i1.672Keywords:
Usaha kecil, Wirausaha perempuan, Inovasi, Orientasi pasarAbstract
Orientasi pasar sangat berharga bagi perusahaan karena membantu organisasi untuk terus fokus dalam mengumpulkan informasi mengenai kebutuhan pelanggan dan kemampuan pesaing, dalam upaya menciptakan bisnis yang berkelanjutan. Inovasi juga merupakan fungsi penting dalam manajemen untuk memenangkan persaingan. Studi tentang orientasi pasar dan inovasi dalam usaha kecil yang dikelola oleh pengusaha perempuan dianggap penting dalam mengidentifikasi dimensi yang perlu ditangani dalam strategi mengembangkan usaha kecil dan memberdayakan perempuan untuk dapat meningkatkan kinerja bisnis dan berkontribusi pada pertumbuhan ekonomi dalam masyarakat. Penelitian ini bertujuan untuk menguji apakah ada perbedaan yang signifikan dalam penerapan orientasi pasar dan inovasi antara industri kerajinan kecil dan non-kerajinan tangan di Malang; dan untuk menganalisis sejauh mana penerapan orientasi dan inovasi pasar telah digunakan. Survei ini didistribusikan kepada 113 responden secara proporsional (antara usaha kecil di bidang kerajinan dan non-kerajinan), menggunakan teknik purposive sampling. Hasil pengujian hipotesis dengan uji-t sampel independen menunjukkan bahwa tidak ada perbedaan yang signifikan antara industri kerajinan skala kecil dan industri non-kerajinan dalam hal menerapkan orientasi pasar dan inovasi. Nilai rata-rata menunjukkan bahwa pengusaha perempuan telah menerapkan orientasi pasar (terdiri dari orientasi pelanggan, orientasi pesaing, dan koordinasi fungsional) dan inovasi (baik teknis dan administratif) dengan baik.References
Agarwal, S., Erramili, M. K., and Dev, C. S., 2003, Market Orientation and Performance in Service Firms: Role of Innovation, Journal of Service Marketing, 17 (1), pp. 68-82.
Atuahene-Gima, K., and Anthony Ko, 2001, An Empirical Investigation on Effect of Market Orientation and Entrepreneurship Orientation Alignment on Product Innovation, Organization Science, Vol 12 (1), January-February, pp 54-74.
Boden Jr., J. R., Nucci, A. R. 2000. “On the Survival Prospects of Men’s and Women’s New Business Ventures.†Journal of Business Venturing, 15(4): 347–362.
Carter, N., Gartner, W. B., Reynolds, P. D. 1996. “Exploring Start-up Event Sequences.†Frontiers of Business Venturing, 11(3): 151–166.
Chell, E., Baines, S. 1998. “Does Gender Affect Business “Performance� A Study of Microbusinesses in Business Services in the UK.†Entrepreneurship & Regional Development, 10 (2): 117–135.
Cooper, D. R and Emory, C. W., 1995, Bussines Research Methods, 5th ed, Chicago: Irwin Inc.
Damanpour, F., 1987, The Adoption of Technological, Administratif, and Ancillary Innovations; Impact of Organizational Faktors, Journal of Management, 13 (4), pp. 645-688.
Day, G. S and Robin Wensley, 1988, Assesing Advantage: a Framework for Diagnostic Competitive Superiority, Journal of Marketing, 52, April, pp. 1-20.
Deshpande, R., John U. Farley, and Frederick E. Webster Jr., 1993, Corporate Culture, Customer Orientation and Innovativeness in Japanese Firm: a Quadrad Analysis, Journal of Marketing, 57, January, pp. 23-27.
Fischer, E. M., Reuber, A. R., Dyke, L. S. 1993. “A Theoretical Overview and Extension of Research on Sex, Gender, and Entrepreneurship.†Journal of Business Venturing, 8(2): 151–168.
Jaworsky, Benard J., and Ajay K. Kohli, 1993, Market Orientation: Antecedent and Consequences, Journal of Marketing, 57, July, pp. 53-70.
Kariv, D. 2008. “The Relationship between Stress and Business Performance among Men and Women Entrepreneurs.†Journal of Small Business & Entrepreneurship, 21 (4): 449–476.
Khan, Arshad M. and V. Manopichewattana, 1989, Innovative and Noninnovative Small Firms: Types and Characteristic, Management Science, 35, May, pp. 597-606.
Kohli, Ajay K. and Bernard J. Jaworski, 1990, Market Orientation: The Construct, Research Proportion and Managerial Implications, Journal of Marketing, 54, April , pp. 1-18.
Mavondo, F. T., Chimhanzi, J., and Stewart, J., 2005, Learning Orientation and Market Orientation: Relationship with Innovation, Human Resources practices and Performance, Journal of Marketing, 39 (11/12), pp. 1235-1263.
Narver, John C., and Stanley F. Slater, 1990, The Effect of Market Orientation on Business Profitability, Journal of Marketing, 54, October, pp. 20-35.
Rosa, P., Carter, S., Hamilton, D. 1996. “Gender as a Determinant of Small Business Performance: Insights from a British Study.†Small Business Economics, 8: 463–478.
Sekaran, Uma, 2000, Research Methods For Business: A Skill-Building Approach, 3rd ed., John Wiley & Sons: Inc.
Verbess, Frans J. H. M., dan Meulenberg, T. G., 2004, Market Orientation, Innovativeness, Product Innovation, and Performance in Small Firms, Journal of Small Business Management, 4 (2), pp. 134-154.
Downloads
Published
Issue
Section
License
Authors who publish with (JPSB) Jurnal Perilaku dan Strategi Bisnis agree to the following terms:
Authors retain copyright and grant the JPSB right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in JPSB. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in JPSB.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
