Customer Orientation sebagai penentu Kinerja Usaha yang dimediasi oleh perilaku inovasi dan innovativeness pada UMKM bidang produksi Handicraft di Kota Medan

  • Nadila Syaztika Dilla * Mail Universitas Harapan Medan, Indonesia
  • Sarah Imelda Universitas Harapan Medan, Indonesia
  • T Lyaza Tahura Universitas Harapan Medan, Indonesia
DOI: https://doi.org/10.47065/jamek.v2i1.185
Keywords: Customer Orientation; business performance; innovation behavior; innovativeness

Abstract

This study aims to determine customer orientation as a determinant of business performance which
is mediated by innovation behavior and innovativeness in MSMEs in the field of handicraft
production in Medan City. The research design of moderated multiple linear regression analysis is
used as an analytical tool to determine how the influence between the independent and dependent
variables is moderated by the moderating variable. This research uses associative research with a
quantitative approach. The population and samples in this study, namely to fill out the google form
questionnaire based on the owners and employees of the Handicraft SMEs, the population based on
gender, based on age (20-60 years), based on the length of business establishment (1-20 years) a
sample of 100 owners Handicraft business in Medan City.The results show that customer orientation
has a significant effect on business performance (t count 3,007 and significance 0.000 <0.05),
customer orientation has a positive and significant effect on innovation behavior (t count 5.741 and
significance 0.000 <0.05), customer orientation has a significant effect on innovativeness (t count
5.212 and significance 0.00 < 0.05), innovativeness has a significant effect on business performance
(t count 2.256 and significance 0.026 < 0.05), innovation behavior has no significant effect on
business performance (t count -1.253 and significance 0.213> 0.05), innovation behavior mediates
customer orientation towards business performance (t count 0.0014 and significance 0.00 <0.05)
innovativeness mediates customer orientation towards business performance (t count 0.015 and
significance 0.00<0 ,05 )

Author Biographies

Sarah Imelda, Universitas Harapan Medan

Fakultas Ekonomi Bisnis

T Lyaza Tahura, Universitas Harapan Medan

Fakultas Ekonomi Bisnis

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Published
2022-01-31
How to Cite
Dilla, N. S., Sarah Imelda and T Lyaza Tahura (2022) “Customer Orientation sebagai penentu Kinerja Usaha yang dimediasi oleh perilaku inovasi dan innovativeness pada UMKM bidang produksi Handicraft di Kota Medan”, Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK), 2(1), pp. 41-53. doi: 10.47065/jamek.v2i1.185.
Issue
Vol 2 No 1 (2022): Edisi Januari
Section
Articles

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