(Universitas Mercu Buana Yogyakarta, Indonesia)(2) Audita Nuvriasari
(Universitas Mercu Buana Yogyakarta, Indonesia)*corresponding author
AbstractInti dari penelitian ini adalah untuk melihat bagaimana orientasi pasar, orientasi startup, dan keterampilan pemasaran mempengaruhi keberhasilan bisnis UMKM fashion di Daerah Istimewa Yogyakarta. Industri fesyen Yogyakarta telah berkembang pesat, namun usaha kecil dan menengah (UMKM) memerlukan rencana pemasaran yang baik agar tetap hidup dan tumbuh di pasar yang semakin kompetitif. Metode kuantitatif dengan desain eksplanatori digunakan dalam penelitian ini. Kuesioner dikirimkan kepada 50 responden UMKM fesyen yang telah menjalankan usahanya minimal tiga tahun untuk mendapatkan jawabannya. Regresi linier berganda digunakan untuk menguji hubungan antara faktor independen (orientasi pasar, orientasi kreatif, dan keterampilan pemasaran) dan variabel dependen (keberhasilan bisnis). Hasil penelitian menemukan bahwa orientasi pasar dan orientasi kreatif berpengaruh baik dan signifikan terhadap keberhasilan bisnis UMKM fashion. Di sisi lain, keterampilan pemasaran tidak memiliki pengaruh yang terdeteksi. Berdasarkan data tersebut, nampaknya kemampuan UMKM dalam merespon kebutuhan pasar dan memanfaatkan peluang bisnis yang ada saat ini mempunyai pengaruh yang lebih besar terhadap kesuksesan mereka dibandingkan kemampuan pemasarannya saja. Agar usahanya semakin kompetitif dan bertahan lama di pasar yang semakin kompetitif, UMKM harus lebih fokus pada pasar dan lebih berwirausaha. Keywordsorientasi pasar, orientasi kewirausahaan, kapabilitas pemasaran, kinerja bisnis UMKM, fashion
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DOIhttps://doi.org/10.57235/aurelia.v4i2.6782 |
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