Orientasi Kewirausahaan Dan Pemasaran:sinergi Penentu Kesuksesanusaha Pada USAhakecil Dan Menengah Di Propinsi Bali

Abstract

This study aims to analyze and explain the entrepreneurial orientation synergized with the orientation of marketing in order to improve business performance. The survey was conducted on the export-oriented SMEs in Bali as many as 177 business units using disproportionate sampling method. Results obtained using a SEM with AMOS program version 7 shows the implementation of an entrepreneurial orientation can improve the implementation of the marketing orientation. Nevertheless, entrepreneurial orientation has not been able to directly improve their business performance. Meanwhile, marketing orientation proved a direct effect on business performance. In the indirect effects showing synergy of entrepreneurial orientation and marketing orientation are able to produce improved operating performance or increased