STRATEGI MENINGKATKAN KEUNGGULAN BERSAING MELALUI INOVASI, ORIENTASI PASAR, DAN KEWIRAUSAHAAN PADA COFFEE SHOP DI KOTA PEKANBARU

  • Nesi Kurniati Universitas Riau
  • Zulkarnain Zulkarnain Universitas Riau
  • Raden Lestari Garnasih Universitas Riau
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Abstract

This study aims to determine the effect of market orientation, entrepreneurship on innovation, the effect of market orientation, entrepreneurship, innovation on competitive advantage, and the effect of market orientation, entrepreneurship on competitive advantage through innovation at a coffee shop in Pekanbaru City. The population in this study were all coffee shop owners who were registered and unregistered with the Pekanbaru City One Stop Integrated Service Investment Service (DPMPTSP) in 2015-2020. The sampling technique used is non-probability sampling with purposive sampling technique with a sample size of 105 respondents. The data analysis technique uses PLS-SEM with the help of PLS ​​smart software The results of this study indicate that market orientation and entrepreneurship have an effect on coffee shop innovation in Pekanbaru City. Then market orientation, entrepreneurship, and innovation affect the competitive advantage of coffee shops in Pekanbaru City. Market orientation and entrepreneurship through innovation affect the competitive advantage of coffee shops in Pekanbaru City.


Penelitian ini bertujuan untuk mengetahui pengaruh orientasi pasar, kewirausahaan terhadap inovasi, pengaruh orientasi pasar, kewirausahaan, inovasi terhadap keunggulan bersaing, dan pengaruh orientasi pasar, kewirausahaan terhadap keunggulan bersaing melalui inovasi pada coffee shop di Kota Pekanbaru. Populasi pada penelitian ini adalah seluruh pemilik coffee shop yang terdaftar dan tidak terdaftar di Dinas Penanaman Modal Pelayanan Tepadu Satu Pintu Kota Pekanbaru (DPMPTSP) tahun 2015-2020. Teknik pengambilan sampel yang digunakan adalah non propability sampling dengan teknik purposive sampling dengan jumlah sampel 105 responden. Teknik analisis data menggunakan PLS-SEM dengan bantuan software smart PLS. Hasil penelitian ini menunjukkan bahwa orientasi pasar, dan kewirausahaan berpengaruh terhadap inovasi coffee shop di Kota Pekanbaru.  Kemudian orientasi pasar, kewirausahaan, dan inovasi berpengaruh terhadap keunggulan bersaing coffee shop di Kota Pekanbaru. Orientasi pasar dan kewirausahaan melalui inovasi berpengaruh terhadap keunggulan bersaing pada coffee shop di Kota Pekanbaru.

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Published
2022-09-30
How to Cite
KURNIATI, Nesi; ZULKARNAIN, Zulkarnain; GARNASIH, Raden Lestari. STRATEGI MENINGKATKAN KEUNGGULAN BERSAING MELALUI INOVASI, ORIENTASI PASAR, DAN KEWIRAUSAHAAN PADA COFFEE SHOP DI KOTA PEKANBARU. Procuratio : Jurnal Ilmiah Manajemen, [S.l.], v. 10, n. 3, p. 244-255, sep. 2022. ISSN 2580-3743. Available at: <https://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/article/view/1675>. Date accessed: 27 jan. 2023. doi: https://doi.org/10.35145/procuratio.v10i3.1675.

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