Pengaruh Orientasi Kewirausahaan Terhadap Kinerja Pemasaran IKM Sulaman Kota Padang dengan Diferentiation Strategy dan Low Cost Strategy sebagai Variabel Intervening
Abstract
This study aimed to examine the effect of differentiation strategy and low cost strategy as an intervening variable on the relationship between entrepreneurial orientation and marketing performance of SMEs in Padang . The population in this study are all HPI Embroidery in the city of Padang from 2009 s / d in 2012 which accounted for 65 SMEs . The study uses all population as research respondents. In order to test hypotheses development, this study employs simple, multiple and hierarchical regressions analysis. The results of analysis found that: 1) entrepreneurial orientation is found to have positive and significant effect on marketing performance, 2) entrepreneurial orientation is found to have positive and significant effect on differentiation and low costs strategies, 3) differentiation and low costs strategies are found to have positive and significant effect on marketing performance 4 ) differentiation and low costs strategies are found as intervening variables on the relationship between entrepreneurial orientation and marketing performance. The results of the study provide practical implications for SMEs HPI Embroidery Padang in order to improve marketing performance, it is recommended to enhancing their differentiation and low costs strategies practices as well as entrepreneurial orientation.
Keywords : Orientation Entrepreneurship , Differentiation Strategy , Low Cost Strategy, Marketing Performance and SMEs .
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