PENGARUH ORIENTASI PASAR DAN ORIENTASI KEWIRAUSAHAAN TERHADAP KEUNGGULAN BERSAING MELALUI INOVASI PRODUK SEBAGAI VARIABEL MEDIASI PADA KEDAI KOPI DI JAKARTA

LESTARI, FRISKA AVIYATI (2020) PENGARUH ORIENTASI PASAR DAN ORIENTASI KEWIRAUSAHAAN TERHADAP KEUNGGULAN BERSAING MELALUI INOVASI PRODUK SEBAGAI VARIABEL MEDIASI PADA KEDAI KOPI DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Friska Aviyati Lestari, 8105160386. The Influence of Market Orientation and Entrepreneurship Orientation on Competitive Advantage through Product Innovation as a Mediation Variable at Coffee Shops in Jakarta. Thesis, Jakarta: Faculty of Economics, State University of Jakarta, 2020. This study aims to determine and analyze the effect of market orientation and entrepreneurial orientation on competitive advantage, either directly or by mediating variables. This research was conducted for 6 months from October 2019 to March 2020. With a quantitative approach, this study involved 80 respondents as a sample from a non-probability population. In this study, using a calculation tool in the form of Smart PLS 3.0. Data were collected using a questionnaire and given to respondents, namely coffee shop owners in Jakarta. Based on the results of the Outer and Inner test analysis of the research model, it is found that there is a positive and significant influence between market orientation and product innovation. There is a positive and significant influence between entrepreneurial orientation and product innovation, product innovation with competitive advantage, market orientation with competitive advantage, entrepreneurial orientation with competitive advantage. All of these hypotheses are proven by the t-statistic value> 0.7 and p-value <0.005. This is similar to the mediating relationship, where it is proven that market orientation and entrepreneurial orientation have a positive and significant effect on competitive advantage through product innovation. Even so, the direct influence will have a stronger impact than the mediation effect. Suggestions for further research are to simplify the population so that the generalization of the research will be more valid and effective and efficient when carried out. Keywords: Market Orientation, Entrepreneurship Orientation, Product Innovation, Competitive Advantage.

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