Clara, Trianali Putri (2020) The Effect of Market Orientation on Competitive Advantage on SMEs of Food in Padang. Diploma thesis, Universitas Andalas.
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Abstract
Small- and Medium-sized Enterprises (SMEs) play an important role in the economic and social development of a country. SMEs provide an extraordinary contribution to the Indonesian economy. Therefore it is necessary to provide support in order to remain competitive. Market orientation is one of the factors that can influence competitive advantage. Like in Indonesia, Padang also has various types of SMEs that need to make market orientation an organizational culture in order to compete with its competitors. This research was conducted at SMEs of pastry registered in Dinas Tenaga Kerja dan Perindustrian Padang. This research focuses on aspects of market orientation that influence the competitive advantage in SMEs of pastry in Padang. The hypothesis in this research is market orientation has a significant influence on competitive advantage. The survey was conducted on 30 respondents who came from the owners of the SMEs of Pastry in Padang and 60 respondents who were customers of the SMEs of pastry, who were respondents in this study. This research applies the PLS-SEM method by using smartPLS 3.0 software in data processing. The result of the hypothesis shows that market orientation has a significant effect on the competitive advantage on the SMEs of Pastry in Padang (t-statistic is 2.572). The aspects that greatly affect the market orientation variable are market information and competitor orientation. At the same time, the aspects of competitive advantage that are very influential are quality and promotion.
| Item Type: | Thesis (Diploma) |
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| Primary Supervisor: | Prima Fithri, M.T |
| Uncontrolled Keywords: | competitive advantage, market orientation, PLS-SEM, Small- and Medium-sized Enterprises (SMEs). |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > TS Manufactures |
| Divisions: | Fakultas Teknik > Industri |
| Depositing User: | S1 Teknik Industri |
| Date Deposited: | 31 Aug 2020 07:16 |
| Last Modified: | 31 Aug 2020 07:16 |
| URI: | http://scholar.unand.ac.id/id/eprint/60715 |
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