Pengaruh Orientasi Pasar, Orientasi Kewirausahaan dan Kapabilitas Pemasaran Terhadap Kinerja Bisnis Umkm Fashion di Yogyakarta

Authors

  • Bayu Chiristian Napitupulu Universitas Mercu Buana Yogyakarta, Indonesia
  • Audita Nuvriasari Universitas Mercu Buana Yogyakarta, Indonesia

DOI:

https://doi.org/10.57235/aurelia.v4i2.6782

Keywords:

orientasi pasar, orientasi kewirausahaan, kapabilitas pemasaran, kinerja bisnis UMKM, fashion

Abstract

Inti dari penelitian ini adalah untuk melihat bagaimana orientasi pasar, orientasi startup, dan keterampilan pemasaran mempengaruhi keberhasilan bisnis UMKM fashion di Daerah Istimewa Yogyakarta.  Industri fesyen Yogyakarta telah berkembang pesat, namun usaha kecil dan menengah (UMKM) memerlukan rencana pemasaran yang baik agar tetap hidup dan tumbuh di pasar yang semakin kompetitif.  Metode kuantitatif dengan desain eksplanatori digunakan dalam penelitian ini. Kuesioner dikirimkan kepada 50 responden UMKM fesyen yang telah menjalankan usahanya minimal tiga tahun untuk mendapatkan jawabannya.  Regresi linier berganda digunakan untuk menguji hubungan antara faktor independen (orientasi pasar, orientasi kreatif, dan keterampilan pemasaran) dan variabel dependen (keberhasilan bisnis).  Hasil penelitian menemukan bahwa orientasi pasar dan orientasi kreatif berpengaruh baik dan signifikan terhadap keberhasilan bisnis UMKM fashion. Di sisi lain, keterampilan pemasaran tidak memiliki pengaruh yang terdeteksi.  Berdasarkan data tersebut, nampaknya kemampuan UMKM dalam merespon kebutuhan pasar dan memanfaatkan peluang bisnis yang ada saat ini mempunyai pengaruh yang lebih besar terhadap kesuksesan mereka dibandingkan kemampuan pemasarannya saja.  Agar usahanya semakin kompetitif dan bertahan lama di pasar yang semakin kompetitif, UMKM harus lebih fokus pada pasar dan lebih berwirausaha.

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Published

2025-07-31

Issue

Vol. 4 No. 2 (2025): July 2025

Section

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