Kapabilitas Pemasaran dan Kinerja Pemasaran Pada Pelaku UMKM Roti Kacang, Sumatera Utara
Abstract
Abstrak
Efek covid-19 terasa luar biasa mempengaruhi perekonomian daerah di Indonesia. Dari aspek ekonomi usaha rakyat terutama usaha kecil, mikro, dan menengah. Transaksi yang menurun secara tiba-tiba sejak covid-19 ada sekitar Januari 2020. Di masa pendemik Covid-19 peranan pemasaran menjadi penting untuk diperhatikan UMKM dalam bentuk memperkenalkan produk dan jasa yang dimiliki. Pemasaran memainkan peranan penting dalam menentukan strategi orientasi dan hasil UMKM. Tujuan penelitian ini dilakukan untuk mengetahui kapabilitas inovasi dan kapabilitas responsif terhadap kinerja pemasaran pelaku UMKM Roti Kacang di Kota Tebing Tinggi. Penelitian ini merupakan penelitian deskriptif kuantitatif yang bertujuan untuk mengetahui hubungan antar variabel penelitian yaitu kapabilitas inovasi, kapabilitas responsive, dan kinerja pemasaran menggunakan enelitian deskriptif kauntitatif. Lokasi Penelitian dilakukan di Kota Tebing Tinggi, dimana objek penelitian ini adalah usaha kecil menegah roti kacang yang terdaftar pada Dinas Koperasi dan UMKM Pemerintah kota Tebing Tinggi. Populasi penelitian adalah seluruh UKM Roti Kacang Khas Tebing Tinggi yang terdaftar di Dinas Koperasi dan UMKM Pemerintah Kota Tebing Tinggi. Penelitian ini menggunakan teknik sampling yaitu purposive sampling menggunakan kriteria khusus yaitu; telah berjualan selama 5 tahun, penghasilkan > 5 juta perbulan, dan bersedia mengisi kuesioner. Berdasarkan data dari Dinas Koperasi dan UMKM Kota Tebing Tinggi sebanyak 130 UMKM yang memenuhi kriteria tersebut sehingga keseluruhan dijadikan sampel. Hasil penelitian menjelaskan bahwa hipotesis pertama terdapat pengaruh positif dan signifikan kapabilitas inovasi terhadap kinerja pemasaran. Hipotesis kedua juga menjawab adanya pengaruh positif dan signifikan kapabilitas responsif terhadap kinerja pemasaran.
Kata Kunci: Kapabilitas Inovasi, Kapabilitas Responsif, Kinerja Pemasaran
Abstract
The effects of COVID-19 have had a tremendous impact on the regional economy in Indonesia. From the economic aspect of people's businesses, especially small, micro and medium enterprises. Transactions that have decreased suddenly since COVID-19 have been around January 2020. During the Covid-19 pandemic, the role of marketing is important for MSMEs to pay attention to in the form of introducing their products and services. Marketing plays an important role in determining the orientation strategy and results of SMEs. The purpose of this study was to determine the capability of innovation and responsiveness to the marketing performance of MSMEs in Peanut Bread in the City of Tebing Tinggi. This research is a quantitative descriptive study that aims to determine the relationship between research variables, namely innovation capability, responsive capability, and marketing performance using quantitative descriptive research. The location of the research was in the City of Tebing Tinggi, where the object of this research was a small and medium-sized peanut bread business registered with the Department of Cooperatives and MSMEs of the Tebing Tinggi city government. The research population was all of Tebing Tinggi's Typical Peanut Bread SMEs registered at the Department of Cooperatives and SMEs of the Tebing Tinggi City Government. This study uses a sampling technique that is purposive sampling using special criteria, namely; has been selling for 5 years, earning > 5 million per month, and willing to fill out a questionnaire. Based on data from the Office of Cooperatives and SMEs of Tebing Tinggi City as many as 130 SMEs that meet these criteria so that all of them are used as samples. The results of the study explain that the first hypothesis has a positive and significant effect on innovation capability on marketing performance. The second hypothesis also answers that there is a positive and significant effect of responsive capability on marketing performance.
Keywords: Innovation Capability, Responsive Capability, Marketing Performance
References
Ahmed, M. U., Kristal, M. M., & Pagell, M. (2014). Impact of operational and marketing capabilities on firm performance: Evidence from economic growth and downturns. International Journal of Production Economics, 154, 59–71. https://doi.org/10.1016/j.ijpe.2014.03.025
Angulo-Ruiz, F., Donthu, N., Prior, D., & Rialp, J. (2018). How does marketing capability impact abnormal stock returns? The mediating role of growth. Journal of Business Research, 82(March 2017), 19–30. https://doi.org/10.1016/j.jbusres.2017.08.020
Banerjee, S., & Soberman, D. A. (2013). Product development capability and marketing strategy for new durable products. International Journal of Research in Marketing, 30(3), 276–291. https://doi.org/10.1016/j.ijresmar.2013.01.003
Cacciolatti, L., & Lee, S. H. (2016). Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power. Journal of Business Research, 69(12), 5597–5610. https://doi.org/10.1016/j.jbusres.2016.03.067
Efrat, K., Gilboa, S., & Yonatany, M. (2017). When marketing and innovation interact: The case of born-global firms. International Business Review, 26(2), 380–390. https://doi.org/10.1016/j.ibusrev.2016.09.006
Foroudi, P., Jin, Z., Gupta, S., Melewar, T. C., & Foroudi, M. M. (2016). Influence of innovation capability and customer experience on reputation and loyalty. Journal of Business Research, 69(11), 4882–4889. https://doi.org/10.1016/j.jbusres.2016.04.047
LAWSON, B., & SAMSON, D. (2001). DEVELOPING INNOVATION CAPABILITY IN ORGANISATIONS: A DYNAMIC CAPABILITIES APPROACH. International Journal of Innovation Management. https://doi.org/10.1142/s1363919601000427
Najafi-Tavani, S., Sharifi, H., & Najafi-Tavani, Z. (2016). Market orientation, marketing capability, and new product performance: The moderating role of absorptive capacity. Journal of Business Research, 69(11), 5059–5064. https://doi.org/10.1016/j.jbusres.2016.04.080
Nath, P., Nachiappan, S., & Ramanathan, R. (2010). The impact of marketing capability, operations capability and diversification strategy on performance: A resource-based view. Industrial Marketing Management, 39(2), 317–329. https://doi.org/10.1016/j.indmarman.2008.09.001
Melanny Methasari,. Gogi Kurniawan, A. Rochim Sidik, (2018). Analisis Orientasi Pasar, Inovasi Dan Kreativitas Terhadap Kinerja Pemasaran Pada Umkm Di Kabupaten Madiun. Jurnal Dinamika Governance, 8.
Nyadzayo, M. W., Matanda, M. J., & Ewing, M. T. (2015). The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image. Journal of Business Research, 68(9), 1886–1894. https://doi.org/10.1016/j.jbusres.2014.12.008
Tang, T. P., Fu, X., & Xie, Q. (2015). Influence of functional conflicts on marketing capability in channel relationships. Journal of Business Research, 78, 252–260. https://doi.org/10.1016/j.jbusres.2016.12.020
Wang, Zhan, & Kim, H. G. (2017). Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective. Journal of Interactive Marketing, 39, 15–26. https://doi.org/10.1016/j.intmar.2017.02.004
Wang, Zhining, & Wang, N. (2012). Knowledge sharing, innovation and firm performance. Expert Systems with Applications, 39(10), 8899–8908. https://doi.org/10.1016/j.eswa.2012.02.017
Wu, C.-W. (2015). The international marketing strategy modeling of leisure farm. Journal of Business Research, 69(4), 1345–1350. https://doi.org/10.1016/j.jbusres.2015.10.105
Yeşil, S., Koska, A., & Büyükbeşe, T. (2013). Knowledge Sharing Process, Innovation Capability and Innovation Performance: An Empirical Study. Procedia - Social and Behavioral Sciences, 75, 217–225. https://doi.org/10.1016/j.sbspro.2013.04.025
Yu, W., Ramanathan, R., & Nath, P. (2017). Environmental pressures and performance: An analysis of the roles of environmental innovation strategy and marketing capability. Technological Forecasting and Social Change, 117, 160–169. https://doi.org/10.1016/j.techfore.2016.12.005
Full Text: PDF
Refbacks
- There are currently no refbacks.