PERAN ENTERPRENEURIAL ORIENTATION DAN SOCIAL MEDIA MARKETING TERHADAP PENINGKATAN STRATEGI BERSAING (UMKM) COFFE SHOP PADA ERA MODERN CUSTOMER DI KOTA MEDAN

Ari Prabowo; Taufiq Risal

doi:10.31869/me.v9i1.4785

PERAN ENTERPRENEURIAL ORIENTATION DAN SOCIAL MEDIA MARKETING TERHADAP PENINGKATAN STRATEGI BERSAING (UMKM) COFFE SHOP PADA ERA MODERN CUSTOMER DI KOTA MEDAN

Ari Prabowo, Taufiq Risal

Sari

Tujuan penelitian ini adalah untuk mengetahui dan mengganalisis adanya pengaruh langsung dan tidak langsung pada variabel enterpereneurial orientation dan social media marketing terhadap strtagei bersaing melalui buying decision. Analisis yang digunakan yaitu analisis assosiatif, metode penelitian ini adalah kuantitatif. Populasi dalam penelitian ini adalah pelaku usaha UMKM coffe shop yang ada di Kota Medan. Metode penarikan sampel menggunakan metode nonprobability sampling dengan teknik purposive sampling. Sampel yang terdiri dari pelaku 30 UMKM coffe shop yang ada di Kota Medan dengan teknik purposive sampling secara apple to apple membagi coffe shop dengan standarisasi seimbang dimulai dari konsep, bentuk bangunan, dan keuntungan untuk kelayakan dijadikan data penelitian. Hasil yang di dapat dari penelitian ini menunjukan bahwa: 1) Enterpreneurial orientation secara langsung tidak berpengaruh terhadap consumer buying decision konsumen (UMKM) Coffe Shop Pada Era Modern Customer Di Kota Medan. 2) Social media marketing secara langsung berpengaruh terhadap consumer buying decision (UMKM) Coffe Shop Pada Era Modern Customer Di Kota Medan. 3) Enterpreneurial orientation secara langsung berpengaruh terhadap strategi bersaing (UMKM) Coffe Shop Pada Era Modern Customer Di Kota Medan. 4) Social media marketing secara langsung berpengaruh terhadap strategi bersaing (UMKM) Coffe Shop Pada Era Modern Customer Di Kota Medan. 5) Consumer buying decision secara langsung berpengaruh terhadap strategi bersaing (UMKM) Coffe Shop Pada Era Modern Customer Di Kota Medan. 6) Enterpreneurial Orientation secara tidak langsung tidak berpengaruh terhadap strategi bersaing melalui consumer buying decision (UMKM) Coffe Shop Pada Era Modern Customer Di Kota Medan. 7) Social media marketing secara tidak langsung tidak berpengaruh terhadap strategi bersaing melalui consumer buying decision (UMKM) Coffe Shop Pada Era Modern Customer Di Kota Medan. Hasil penelitian menunjukkan nilai R-Square untuk variabel buying decision adalah sebesar 0,400 yang berarti model mampu menjelaskan sebesar 40% untuk variabel yang mempengaruhi buying decision. Untuk variabel strategi bersaing diperoleh sebesar 0,955 yang berarti model mampu menjelaskan sebesar 95,5% untuk variabel yang mempengaruhi strategi bersaing.

Kata Kunci: Enterpreneurial Orientation, Social Media Marketing, Keputusan Pembelian,
Strategi Bersaing

Teks Lengkap:

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Referensi

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DOI: https://doi.org/10.31869/me.v9i1.4785