PENGARUH ORIENTASI PASAR DAN ORIENTASI KEWIRAUSAHAAN TERHADAP KINERJA PERUSAHAAN KECIL DENGAN ORIENTASI PEMBELAJARAN SEBAGAI VARIABEL PEMEDIASI
|Main Authors:||, Budi Hasyim, SE., , Dr. Amin Wibowo, MBA.|
[Yogyakarta] : Universitas Gadjah Mada
- This research aims to understand the mediating impact of learning orientation to the impact of market orientation and entrepreneur orientation with performance. The hypotheses that are proposed: first, market orientation will be positively impact to performance. Second, entrepreneur orientation will be positively impact to performance. Third, learning orientation will be positively impact to performance. Forth, learning orientation mediate impact of market orientation to performance. Fifth, learning orientation mediate impact of entrepreneur orientation to performance. The subject of this research are 262 small firm in DIY. This research use survey method with questionnere as a research instrument and nonprobability sampling method, purposive sampling in particular. The variables of this research are market orientation and entrepreneur orientation as independent variables, learning orientation and performance as dependent variables. To test the validity we use confirmatory factor analysis and to test the reliability we use coefficient of cronbach 's alpha. To test the hypothesis we use structure equation model. The result of this research shows that market orientation, entrepreneur orientation, and learning orientation is positively impact to performance. Learning orientation mediating the impact of market orientation and entrepreneur orientation with performace is partially mediating.