Pengaruh Orientasi Pesaing, Orientasi Konsumen Dan Peran Pemerintah, Terhadap Kinerja Pemasaran Umkm Pada Wisata Kuliner Oepoi Kupang Dengan Keunggulan Bersaing Sebagai Variabel Intervening

RUCHIYAT, Elis Islani (2022) Pengaruh Orientasi Pesaing, Orientasi Konsumen Dan Peran Pemerintah, Terhadap Kinerja Pemasaran Umkm Pada Wisata Kuliner Oepoi Kupang Dengan Keunggulan Bersaing Sebagai Variabel Intervening. Masters thesis, Universitas Katolik Widya Mandira Kupang.

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Abstract

Thesis with the title the influence of consumer orientation and the role of Government on the performance of MSMEs in Oepoi Kupang culinary tourism with competitive advantage as an intervening variable. By Elis Islani Ruchiyat, NIM : 8112201015 of Dr. Simon Sia Niha, SE, M.Sc and Jou Sewa Adrianus, SE. M,.M This research is entitled The Influence of Competitor Orientation, Consumer Orientation and Government Role on MSME Marketing Performance in Oepoi Culinary Tourism with Competitive Advantage as an Intervening Variable. The aim is to determine the direct and indirect effects of competitor orientation, consumer orientation, the role of government and competitive advantage on the marketing performance of the Oepoi Culinary Tourism MSMEs. The type of research is quantitative research using Partial Least Squares (PLS) with Smarts PLS 3.0 software. The population in this study consisted of MSME actors in the Oepoi Kupang Culinary Tour, Oepoi Culinary Customers and Culinary Stall Managers from the Regional Revenue and Assets Agency of East Nusa Tenggara Province. From the results of the analysis and discussion, it can be concluded that Competitor Orientation has a significant effect on the Marketing Performance of MSMEs in Oepoi, Kupang City. Competitor Orientation has no significant effect on the Competitive Advantage of MSMEs in Kupang City, Consumer Orientation has no significant effect on MSME Marketing Performance. Consumer Orientation has a significant effect on the Competitive Advantage of UMKM in Kupang City. The Government's role has no significant effect on the Marketing Performance of Kupang City's MSMEs. The Government's role has a significant effect on the Competitive Advantage of UMKM in Kupang City. Competitive Advantage has a significant effect on the Marketing Performance of UMKM in Kupang City. Competitive Advantage is able to moderate the effect of Competitor Orientation, Consumer Orientation and Government's Role on the Marketing Performance of MSMEs in Kupang City. The coefficient of determination (R2) of 0.829 explains that the Variation of MSME Marketing Performance explained by Competitor Orientation, Consumer Orientation, Government Regulation and Competitive Advantage Variables is 82%, and the rest is influenced by other variables out of this research. The coefficient of determination of 0.714. explaines that the Variation of Competitive Advantage explained by Competitor Orientation Variables, Consumer Orientation, and Government Regulations is 71%, and the rest is influenced by other variables out of this research.

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