Pengaruh Orientasi Pasar Dan Orientasi Kewirausahaan Terhadap Keunggulan Bersaing Pada Sentra Industri Tempe Bagusari Di Lumajang

Abstract

Marketing is a process carried out to meet needs and gain profits by creating and exchanging products with other parties or distributing products or services from producers to consumers. Thus, marketing is always oriented to how to create goods and services in order to provide value to customer satisfaction so that they are interested in buying the products and services offered. This study aims to determine the effect of market orientation and entrepreneurial orientation on competitive advantage at the Bagusari tempe industrial center in Lumajang. Furthermore, to find out which variables have the most influence on competitive advantage at the Bagusari tempe industrial center in Lumajang. The method used in this study is a quantitative method. The data obtained in this study were obtained from the perpetrators of the Bagusari tempe industrial center in Lumajang. Determination of the sample in this study using non-probability sampling that is accidental sampling with the number of respondents as many as 44 respondents. The data in this study were obtained by distributing questionnaires which were analyzed using multiple linear regression analysis techniques. The test results in this study indicate that the market orientation variable does not have a significant positive effect on competitive advantage. Then the entrepreneurial orientation variable has a significant positive effect on competitive advantage.