ANALISIS PENGARUH ORIENTASI PASAR DAN INOVASI TERHADAP KINERJA PERUSAHAAN UNTUK MENCAPAI KEUNGGULAN BERSAING (Studi Pada UKM Produk Makanan Pangan Riau Yang Ada Di Kota Pekanbaru)

Abstract

This study aimed to examine and analyze the influence of learning This
research was conducted on Small and Medium Enterprises of Riau Food Products
in Pekanbaru-Riau. This study aims to analyze the effects caused by market
orientation and innovation on the advantages of competing directly and against
indirect competitive advantage through company performance. The population of
this research is 108 business units. The sampling technique was done by sensus
which resulted in 108 business units as the research sample. The data analysis
technique of this research is done by using Path Analysis method using SPSS
20.00 software
The result of this research concluded that market orientation has positive and
significant influence directly to competitive advantage, then direct innovation also
have positive and significant influence to competitive advantage. Furthermore,
market orientation indirectly has a significant effect on competitive advantage
through company performance. As well, indirect innovation also has a significant
influence on competitive advantage through competitive advantage, and the
company's performance directly affects significantly against competitive
advantage.
This research recommends to Small and Medium Enterprises of Riau Food
Products in Pekanbaru is expected to improve market orientation focusing on
customer and competitor orientation as well as cross-functional coordination to
improve the tendency of better competitive advantage in the future. This research
also recommends Small and Medium Enterprises of Food Products to be able to
create new innovations and improve company performance in order to create a
competitive advantage.