Pengaruh Orientasi Pasar Terhadap Kinerja UMKM Non-Woven Di Jabodetabek: Peran Mediasi Komunikasi Pemasaran Terpadu Dan Performa Merek
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh orientasi pasar terhadap kinerja UMKM dengan peran mediasi komunikasi pemasaran terpadu dan performa merek pada industri non-woven di wilayah Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 340 responden pelaku UMKM non-woven yang telah beroperasi minimal satu tahun dan memiliki merek usaha. Teknik pengambilan sampel menggunakan purposive sampling dengan kriteria tertentu yang disesuaikan dengan tujuan penelitian. Analisis data dilakukan menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa orientasi pasar tidak berpengaruh langsung terhadap kinerja UMKM, melainkan melalui mediasi komunikasi pemasaran terpadu dan performa merek. Temuan ini mengindikasikan bahwa pemahaman terhadap kebutuhan pelanggan dan kondisi pasar belum mampu secara langsung meningkatkan kinerja usaha tanpa adanya implementasi strategi pemasaran yang efektif. Namun demikian, orientasi pasar terbukti memiliki pengaruh positif terhadap komunikasi pemasaran terpadu serta performa merek. Komunikasi pemasaran terpadu dan performa merek terbukti memiliki pengaruh positif terhadap kinerja UMKM.
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