Strategi Keunggulan Bersaing Melalui Orientasi Pasar dan Jiwa Kewirausahaan pada Sentra Industri Kaos Suci Bandung

Dewi Kania

Abstract


The emergence of competition in the business world is unavoidable. With the
competition, the company faced with the opportunities that come from outside or from within the country, for each company is required to always know and understand what is happening in the market and what the consumer desires are constantly changing. Moreover, the company engaged in the sale of clothing in large quantities, then the assessment component of the market or market orientation, supported by an entrepreneurial spirit will enhance the company's competitive advantage of the company.

This research aims to determine the company's response regarding market orientation, entrepreneurship, competitive advantage and how big the influence of market orientation and entrepreneurial spirit to competitive advantage at the center of the Suci’s shirt Bandung as simultaneously or Persia.

The results of research show that the market orientation and entrepreneurship affect the competitive advantage. This is evident from the results of the analysis of verification in the form of multiple regression analysis, correlation, and determination. The orientation market and entrepreneurship increases, So the competitive advantage will decrease. The results indicate that the hypothesis of market orientation and entrepreneurship spirit affect the competitive advantage of both partial.


Keywords


market orientation;entrepreneurial spirit;a competitive advantage

Full Text:

PDF

References


Asep Suryana Natawiria dan Riduwan (2010) Statistika Bisnis. Bandung: Alfabeta

Azwar, Saefuddin 1999. Reliabilitas dan Validitas. Yogyakarta: Sigma Alpha Cooper, D.R. dan C.W. Emory, 2000. Metode Penelitian Bisnis, Edisi Kelima, alih bahasa Widyono Soetjipto, Jakarta: Erlangga

Creven, David W Dan Piercy, Nigel.F (2009) Strategic Marketing 10th Edition. New York: Mcgraw-Hill International Edition

Gurajati Damodar, 2005 Ekonometrika Dasar. Penerbit Erlangga. Jakarta

Gusti Ruzayda Eka Hapsar, Djumilah Hadiwidjojo, Armanu. 2014. Pengaruh pembelajaran Organisasional, Orientasi pasar dsn Inovasi Organisasi terhadap keunggulan bersaing (Studi pada PT Bank Rakyat Indonesia (Persero) Tbk. Cabang Malang Raya, Jurnal Aplikasi Manajemen, Vol 12, no 1.

Husein Umar 2003. Metode Penelitian Untuk Skripsi dan Tesis Bisnis. Jakarta: PT.Gramedia Pustaka

Nana Sujana, 1982. Metode Statistika , Bandung: Tarsito

Nazir, 1998. Metode Penelitian, Bogor:Ghalia Indonesia

Sugiono 2003. Metode Penelitian Bisnis. Edisi 1, Bandung: Alfabeta

Sugiono 2006. Metode Penelitian Kuantitatif,Kualitatif dan R&D: Bandung: Alfabeta

Sugiono 2009. Metode Penelitian Kuantitatif,Kualitatif dan R&D: Bandung: Alfabeta

Suryana. 2003. Kewirausahan: Pedoman praktis, kiat dan proses menuju sukses. EdisiRevisi. Jakarta: Salemba Empat

Tribuana Dewi, Sensi 2006. Analisis Pengaruh Orientasi Pasar Dan Inovasi Produk Terhadap Keunggulan Bersaing Untuk Meningkatkan Kinerja Pemasaran, Thesis Program Studi Magister Manajemen Universitas Diponegoro Semarang.

Umi Narimawati,2008.Metodologi Penelitian Kualitatif Dan Kuantitatif. Teori Dan Aplikasi: Bandung : Agung Media

Valenzuela O, Moran P, Gomez A, Et Al (2007) Epidemiology Of Amoebic Liver Abscess In Mexico: The Case Of Sonora. Ann Trop Med Parasitol:P 101(6):533-8


Refbacks

  • There are currently no refbacks.