Pengaruh Orientasi Pasar dan Orientasi Kewirausahaan terhadap Keunggulan Bersaing pada UMKM Kuliner di Kecamatan Babussalam

Abstract

This study aims to determine and analyze the Influence of Market Orientation and Entrepreneurial Orientation on the Competitive Advantage of MSMEs in Babussalam District. The population in this study were the owners of Culinary MSMEs in Babussalam District, the number of which was known to be 151 MSMEs selling in Babussalam District. The number of samples in this study was 60 MSMEs using the slovin formula and the sampling technique was Purposive Sampling. Data collection used a Questionnaire. The analysis technique used multiple linear regression analysis. The results of this study indicate that simultaneously Market Orientation and Entrepreneurial Orientation have a significant effect on the Competitive Advantage of MSMEs in Babussalam District. Partial tests show that Market Orientation and Entrepreneurial Orientation each have a positive and significant effect on the Competitive Advantage of MSMEs in Babussalam District.