Jurnal Riset Bisnis dan Investasi
Vol 6 No 1 (2020): Jurnal Riset Bisnis dan Investasi

Peranan Orientasi Pasar dalam Meningkatkan Keunggulan Bersaing pada UMKM Lampu Gentur Cianjur

Adam Hakul Yakin (Jurusan Administrasi Niaga, Politeknik Negeri Bandung)
Tintin Suhaeni (Jurusan Administrasi Niaga, Politeknik Negeri Bandung)

Article Info

Publish Date
25 Jul 2020

Abstract

Lampu Gentur is one of the superior products of UMKM Cianjur Regency with poor development and experiencing problems in the decrease in production and a decrease in turnover. The incapability of Lampu Gentur in fulfilling consumer desires and luster move in winning the market. The purpose of this research is to find out how the implementation of market orientation conducted by Lampu Gentur, how competitive advantage made by SME in Cianjur, and how the influence of the market orientation to competitive advantage. This study used a sample of 109 MSMEs. The method used simple linear regression. The result of analysis yielded the formula Y = 21,916+ 0,503x with R square equal to 0,344 which means market orientation able to improve the competitiveness of SMEs Gentur Lamp with value 34,4%.

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Journal Info
Jurnal Riset Bisnis dan Investasi
Website

Abbrev

an

Publisher

Politeknik Negeri Bandung

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

JURNAL RISET BISNIS & INVESTASI (JRBI) is published by the Department of Commerce Administration, Politeknik Negeri Bandung (POLBAN) as a communication media and forum for discussing economic and business issues in both national and regional. This journal is published three times in a year, ...