PERAN ORIENTASI KEWIRAUSAHAAN DAN AMBIDEXTERITY DALAM MENINGKATKAN KINERJA PEMASARAN PADA UMKM OLAHAN IKAN DI BANTEN

Retni Marliani; Agus David Ramdansyah; Hayati Nupus

doi:10.15578/marina.v11i2.16079

PERAN ORIENTASI KEWIRAUSAHAAN DAN AMBIDEXTERITY DALAM MENINGKATKAN KINERJA PEMASARAN PADA UMKM OLAHAN IKAN DI BANTEN

Retni Marliani, Agus David Ramdansyah, Hayati Nupus

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) menghadapi tantangan daya saing karena keterbatasan akses terhadap platform pemasaran digital dan keahlian manajerial. Untuk menjawab permasalahan tersebut penelitian ini mengkaji pengaruh orientasi kewirausahaan terhadap kinerja pemasaran UMKM olahan ikan di Provinsi Banten. Penelitian ini menggunakan pendekatan kuantitatif untuk menganalisis peran ambidexterity (kelincahan luar biasa) dalam meningkatkan kinerja pemasaran pada UMKM olahan ikan di Banten. Pengumpulan data dilakukan pada bulan November 2024 hingga April 2025. Peneliti mengumpulkan data dari 104 responden melalui metode purposive sampling dan menganalisisnya dengan menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa orientasi kewirausahaan dan ambidexterity secara positif dan signifikan berkontribusi pada peningkatan kinerja pemasaran. Berdasarkan temuan tersebut, UMKM olahan ikan di Banten perlu mengadopsi strategi inovatif dan meningkatkan kemampuan operasional mereka. Selain itu, penelitian ini memberikan wawasan yang berharga bagi para praktisi dan pembuat kebijakan yang berupaya meningkatkan daya saing UMKM olahan ikan di pasar yang semakin kompetitif.

TITLE: ENTERPRENEURIAL ORIENTATION AND AMBIDEXTERITY IN ENHANCING MARKETING PERFORMANCE OF PROCESSED FISH MSMEs IN BANTEN

Micro, Small, and Medium Enterprises (MSMEs) face competitiveness challenges due to limited access to digital marketing platforms and managerial expertise. To address this issue, this study examines the effect of entrepreneurial orientation on the marketing performance of fish processing MSMEs in Banten Province. This study uses a quantitative approach to analyse the role of ambidexterity in improving the marketing performance of fish processing MSMEs in Banten. Data collection was conducted from November 2024 to April 2025. The researchers collected data from 104 respondents through purposive sampling and analysed it using Structural Equation Modelling (SEM). The results of the study indicate that entrepreneurial orientation and ambidexterity positively and significantly contribute to improving marketing performance. Based on these findings, fish processing SMEs in Banten need to adopt innovative strategies and improve their operational capabilities. In addition, this study provides valuable insights for practitioners and policymakers seeking to improve the competitiveness of fish processing SMEs in an increasingly competitive market.

Keywords

orientasi kewirausahaan; ambidexterity; kinerja pemasaran; UMKM olahan ikan; Banten

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DOI: http://dx.doi.org/10.15578/marina.v11i2.16079