Pengaruh Orientasi Pasar Dan Orientasi Kewirausahaan Terhadap Kinerja USAha Pada Pemilik UKM Sektor Manufaktur Garmien Di Tanah Abang, Jakarta Pusat

Abstract

The purpose of this study is to determine whether there is influence of market orientationand entrepreneurial orientation on performance in the small and medium scale of garmentmanufacturers in Tanah Abang, Central Jakarta. The population of this study is the owner of thegarment manufacturers in Tanah Abang, Central Jakarta. The Sample in this study was determinedby non probability sampling method. Researcher distributed questionnaires to 100 respondents. Theresults shows that there is an influence of market orientation and entrepreneurial orientation onperformance in small and medium scale of garment manufacturers in Tanah Abang, Central Jakarta.Market orientation provides the ability to understand and meet the today and future customer needswhich also using their ability to provides superior solutions for customers than their competitors.Entrepreneurial orientation can help to identify and respond earlier to market than their competitorsin order to create competitive advantages and achieve better performance. The implications of thisstudy for the garment manufacturers is to increase the knowledge about the factors that affecting theperformance such as market orientation and entrepreneurial orientation which could develop theirinsights and change the views in entrepreneurship