PENGARUH ORIENTASI KEWIRAUSAHAAN DAN ORIENTASI PASAR TERHADAP KINERJA PERUSAHAAN MELALUI KEUNGGULAN BERSAING

Abstrak

ABSTRACT
This study aims to investigate the direct and indirect influences of entrepreneurial orientation, market orientation on company performance and competitive advantages as intervening variables. The sample of this study was Bakpia businesses in D.I. Yogyakarta, with a total of 150 respondents with convenience sampling method. Questionnaires were used as data collection. Data analysis used descriptive percentages and multiple regressions. The results showed that (1)  entrepreneurial orientation affects the company's performance, (2) market orientation affects the company's performance, (3) entrepreneurial orientation, market orientation and competitive advantage directly affect the company's performance, (4) entrepreneurial orientation and market orientation affect the company's performance through competitive advantages as mediation.

Key Words : Entrepreneurial Orientation, Market Orientation, Competitive Advantages, Company's
Performance