KETERKAITAN EKONOMI DAN BUDAYA DENGAN BAURAN ORIENTASI STRATEGI PEMASARAN SEBAGAI PENENTU KINERJA UMKM DI SURAKARTA

  • Darmanto Darmanto STIE St. Pignatelli, Surakarta, Jawa Tengah
  • Vitalis Ari Wiyaningsih STIE St. Pignatelli, Surakarta, Jawa Tengah
Keywords: variabel ekonomi, nilai budaya, bauran orientasi strategi, kinerja

Abstract

Tujuan penelitian ini menganalisis pengaruh variabel ekonomi pada variabel Bauran orientasi Strategi, pengaruh variabel ekonomi pada kinerja UMKM, pengaruh variabel budaya pada bauran orieentasi Strategi, Menganalisis pengaruh variabel budaya pada kinerja UMKM. Penelitian ini mengambil populasi pemilik, pengelola dan /atau karyawan usaha kuliner di Surakarta yng terdiridari 5 kecamatan yaitu kecamatan Banjarsari, Jebres, Pasar Kliwon, Serengan dan Laweyan. Metode purpuse sampling di gunakan dan ditentukan 150 sampel. Motode analisis yang digunakan analisis Cross tab/  analisis Silang. Penelitian ini diharapkan dapat memberikan informasi empiris tentang pengaruh variabel ekonomi pada variabel Bauran orientasi Strategi (Orientasi kewirausahaan, reward, pembelajaran, orientasi pelanggan, pesaing, inovasi, keunggulan bersaing, kemampuan perubahan organisasi). Pengaruh variabel ekonomi pada kinerja UMKM, pengaruh variabel budaya pada bauran orieentasi Strateg, Menganalisis pengaruh variabel budaya pada kinerja UMKM.

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Published
2019-01-23
How to Cite
Darmanto, D., & Wiyaningsih, V. (2019). KETERKAITAN EKONOMI DAN BUDAYA DENGAN BAURAN ORIENTASI STRATEGI PEMASARAN SEBAGAI PENENTU KINERJA UMKM DI SURAKARTA. Media Akuntansi, 31(01), 026 - 036. Retrieved from http://jurnal.stiepignatelli.ac.id/index.php/mak/article/view/4