ORIENTASI PASAR DAN KINERJA BISNIS UMKM DI JAWA TENGAH
Abstract
Telah banyak riset dilakukan selama beberapa tahun terakhir terutama berkaitan dengan orientasi pasar dan dampak perilaku bisnis yang berorientasi pasar terhadap kinerja bisnis. Awalnya, pada industri manufaktur yang telah berhasil menggunakan strategi pemasaran menjadi indikator keberhasilan bisnis atau kinerja perusahaan. Pada industri yang lebih mapan dan besar, orientasi pasar yang difokuskan pada pelanggan dilakukan dengan melihat pada intelejen pasar, penyebarannya serta respon perusahaan. Beberapa hasil riset menyatakan bahwa orientasi pasar merekomendasikan untuk melakukan strategi ini. Namun Blankson, et.al (2006) serta Keskin (2006) telah melakukan riset pada sektor yang lingkupnya lebih komplek karakteristiknya namun kecil lingkupnya yaitu UMKM, menemukan hasil yang berbeda. Penelitiaannya sama-sama difokuskan pada pelanggan, tren kompetisi, intelejen pasar, keuangan, maupun hambatan-hambatan yang dihadapinya. Hasilnya, strategi dalam perkembangan orientasi pasar terletak dari sikap para pemilik UMKM yang bisa membuat kinerja bisnis kompetitif, sehingga layak dikembangkan di Jawa Tengah. Keywords: Orientasi pasar, kinerja bisnis, UKM, Jawa TengahDownloads
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