SINERGI KOMBINASI ORIENTASI PASAR DAN ORIENTASI KEWIRAUSAHAAN TERHADAP PENGEMBANGAN USAHA MIKRO KECIL
STUDI KASUS PADA UMK BINAAN MUI DI 7 KECAMATAN KABUPATEN GARUT
Abstract
Membuka usaha bagi pengusaha pemula bukanlah perkara yang mudah dan sederhana. Apalagi kondisi usia mereka umumnya pada rentang 30-50 tahun. Perlu ketekunan dan kesungguhan untuk mengambil keputusan dan keberanian menghadapi risiko, berlaku pro aktif, inovatif, memahami pelanggan, memahami pesaing dan mengurus tim. Penelitian ini mengkaji penerapan dan interaksi antara Orientasi Kewirausahaan (OK), yang menekankan pada inovasi, proaktif, dan pengambilan risiko, dengan Orientasi Pasar (OP), yang berfokus pada pemahaman dan respons terhadap kebutuhan pelanggan dan pesaing dalam membangun dan mengembangkan usaha. Studi ini menggunakan analisis kualitatif terhadap 41 pelaku usaha dari 172 warga binaan MUI Garut yang berada di 7 kecamatan. Hasil analisis menunjukkan bahwa OK dan OP bersinergi satu sama lain. Bahkan diprediksi menjadi prediktor kuat bagi peningkatan inovasi, keunggulan bersaing.
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Wongsun, S., & Kusnady, D. (2023). Pengaruh Orientasi Wirausaha, Inovasi, dan Strategi Bisnis pada Performa Usaha di Malang Raya. Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA), 3(1), 26-37.
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Adebayo, E. P., et al. (2024). Social Media and Market Orientation in SMEs Performance: Competitive Advantage as Mediating Factor. KINERJA: Open Journal Systems, 28(1), 1–13.
Bamfo, B. A., & Kraa, J. J. (2019). Market Orientation and Performance of Small and Medium Enterprises in Ghana: The Mediating Role of Innovation. Cogent Business & Management, 6(1), 1605703. (Menyajikan bukti pada UKM di Ghana, menyoroti peran mediasi inovasi yang didorong oleh orientasi).
Bulto, T. W., Chebo, A. K., Regassa, H. F., Werku, B. C., & Kloos, H. (2025). Scientific mapping of the nexus between entrepreneurial orientation and environmental sustainability: bibliometric analysis. Frontiers in Sociology, 9, 1461840.
Clark, D. R., Covin, J. G., & Pidduck, R. J. (2025). Individual entrepreneurial orientation: Scale development and validation. Entrepreneurship Theory and Practice, 49(3), 668-710.
Covin, J. G., & Slevin, D. P. (1989). Strategic Management of Small Firms in Hostile and Benign Environments. Strategic Management Journal, 10(1), 75–87. (Membahas perlunya Orientasi Kewirausahaan, terutama dalam lingkungan yang tidak bersahabat).
Fatonah, S., & Haryanto, A. T. (2022). Exploring market orientation, product innovation and competitive advantage to enhance the performance of SMEs under uncertain events. Uncertain Supply Chain Management, 10(1), 161–168.
Karpacz, J., & Wojcik-Karpacz, A. (2024). The relationship between learning orientation, firm performance and market dynamism in MSMEs operating in technology parks in Poland: an empirical analysis. Central European Management Journal, 32(2), 216-232.
Kolbe, D., Frasquet, M., & Calderon, H. (2022). The role of market orientation and innovation capability2 in export performance of small-and medium-sized enterprises: a Latin American perspective. Multinational Business Review, 30(2), 289–312.
Lawrence, W. (2014). Social Research Methods-Qualitative and Quantitative Approaches. British Library Cataloguing-in-Publication Data.
Lekmat, L., Selvarajah, C., & Hewege, C. (2018). Relationship between Market Orientation, Entrepreneurial Orientation, and Firm Performance in Thai SMEs: The Mediating Role of Marketing Capabilities. International Journal of Business and Economics, 17(3), 213–237. (Studi pada UKM Thailand, mendukung peran mediasi).
Masa'deh, R., Al-Henzab, J., Tarhini, A., & Obeidat, B. Y. (2018). The associations among market orientation, technology orientation, entrepreneurial orientation and organizational performance. Benchmarking: An International Journal, 25(8), 3117–31142. (Meninjau interaksi ketiga orientasi ini yang relevan untuk kinerja).
Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20–35. (Artikel fundamental tentang Orientasi Pasar).
Prajogo, T. R., et al. (2024). The impact of market orientation on marketing performance: exploring the moder4ating role of competitive advantage. Business: Theory and Practice, 25(1), 164–174.
Purmono, B. B., Afifah, N., & Mustaruddin, M. (2024). Market Orientation and Export Performance Study of SMEs in Indonesia with Dynamic Capabilities, Competitive Advantage, and Innovation Capability as Mediating Variables: A conceptual Study. International Journal of Economic, Finance and Business Statistics, 2(3), 203–216.
Rahman, S., Suyono, S., Setyawan, O., & Irman, M. (2023). Analysis of SMEs performance based on innovation pract6ice, market orientation, and innovation barriers. Diponegoro International Journal of Business, 6(2), 77–89.
Rusdi, A. A., & Sudhartio, L. (2024). Comparison of The Effect of Entrepreneurial Orientation on The Performance of SMES/MSMEs in Indonesia in The Pre-Pandemic Period and Pandemic: A Meta-Analysis Approach. Jurnal Aplikasi Bisnis dan Manajemen (JABM), 11(1), 165-165.
Satria, G. A., Wiagustini, N. L. P., Rahyuda, H., & Candraningrat, I. R. (2023). The influence of entrepreneurial orientation and financial performance on sustainable business in MSMEs. Indonesian Journal of Multidisciplinary Science, 3(3), 209-215.
Sefanya, S., & Ie, M. (2024). Pengaruh orientasi kewirausahaan dan orientasi pasar terhadap kinerja UMK dengan dimediasi keunggulan kompetitif. Jurnal Manajerial Dan Kewirausahaan, 6(2), 494-507.
Sembiring, V., Afifah, A., Ingtyas, F. T., & Ginting, L. (2025). Studi Literatur Kewirausahaan dalam Bidang Kuliner terhadap Pertumbuhan Ekonomi: Sebuah Meta Analisis. JIIP-Jurnal Ilmiah Ilmu Pendidikan, 8(1), 403-407.
Sudirman, I. D., Astuty, E., & Aryanto, R. (2025). Enhancing Digital Technology Adoption in SMEs Through Sustainable Resilience Strategy: Examining the Role of Entrepreneurial Orientation and Competencies. Journal of Small Business Strategy, 35(1), 97-114.
Sugangga, R., Sudarmiatin, S., & Wardana, L. W. (2023). A systematic literature review of the digital orientation of MSMEs. International Journal of Economics and Management Research, 2(3), 171-180.
Sugiantoputro, C. Y., & Widjaja, O. H. (2024) Pengaruh Orientasi Kewirausahaan, Orientasi Pasar, Dan Inovasi Terhadap Kinerja Umk Di Jakarta Barat.
Soomro, R. B., Memon, S. G., & Soomro, M. (2025). Impact of entrepreneurial knowledge, skills, and competencies on MSME performance: an evidence from a developing country. Asia Pacific Journal of Innovation and Entrepreneurship, 19(1), 42-72.
Taufik, R., et al. (2023). The Effect of Market Orientation, Entrepreneurial Orientation, Innovation and Competitive Advantage on Business Performance of Indonesian MSMEs. International Journal of Professional Business Review, 8(4), 1–25.
Wongsun, S., & Kusnady, D. (2023). Pengaruh Orientasi Wirausaha, Inovasi, dan Strategi Bisnis pada Performa Usaha di Malang Raya. Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA), 3(1), 26-37.
Zulkarnaen, W., Fitriani, I., & Yuningsih, N. (2020). Pengembangan Supply Chain Management Dalam Pengelolaan Distribusi Logistik Pemilu Yang Lebih Tepat Jenis, Tepat Jumlah Dan Tepat Waktu Berbasis Human Resources Competency Development Di KPU Jawa Barat. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(2), 222-243. https://doi.org/10.31955/mea.vol4.iss2.pp222-243.
Published
2026-01-08
How to Cite
Sudariswan, E., Burhanudin, J., & Noor, H. Q. (2026). SINERGI KOMBINASI ORIENTASI PASAR DAN ORIENTASI KEWIRAUSAHAAN TERHADAP PENGEMBANGAN USAHA MIKRO KECIL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 3527-3537. https://doi.org/10.31955/mea.v9i2.7214
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