The Effect of Market Orientation and the Adoption of Technology for Msme Resilience in Self-Efficacy as Moderating Variable During the Covid-19 Pandemic in East Lombok Regency

Yusmeli Hartini, Lalu Hamdani Husnan, Handry Sudiartha Athar

Abstract


The purpose of this study is to determine the influence of market orientation and technology adoption on the resilience of micro, small and medium enterprises mediated by self-efficacy in MSMEs in East Lombok Regency. This study uses an associative approach. The population in this study is all Micro, Small and Medium Enterprises located in East Lombok Regency. The sampling technique used in this study was a saturated sampling technique (Sugiyono 2012) which amounted to 180 respondents. Data collection techniques through questionnaires or questionnaires that have been tested for validity and reliability. The data analysis used in this study is the Moderation Regression Analysis (MRA) method. The results showed that: (1) the influence of market orientation on the resilience of MSMEs was significantly positive. (2) the effect of technology adoption on MSME resilience is significantly positive. (3) the influence of market orientation and technology adoption on the resilience of MSMEs moderated by Self-efficacy is insignificant. 


Keywords


Market Orientation; Technology Adoption; MSME Resilience; Self-Efficacy

Full Text:

PDF

References


Amstrong, K. G., & Philip. (2009). Dasar-Dasar Pemasaran. Jilid 1 Edisi Terjemahan 9.Jakarta: PT Gramedia Pustaka Utama.

Athar, H. S. (2021). The Impact of Marketing Mix on the Purchase Decision When Borrowing Consumer Loans. Amwaluna: Jurnal Ekonomi dan Keuangan Syariah, 5(1), 40-49.

Athar, H. S., Basuki, P., & Santoso, B. (2021, May). The Analysis of Customer Satisfaction Post Covid-19. In 2nd Annual Conference on Education and Social Science (ACCESS 2020) (pp. 497-501). Atlantis Press.

Azuar Juliandi. (2010). “Modul Pelatihan Spss.” Modul: 374–374.

Azuar Juliandi. (2010). “Modul Pelatihan Spss.” Modul: 374–374. Assauri, S. (2012). Manajemen Pemasaran. Jakarta: PT Raja Grapindo.

Barney, J. (2010). Gaining and Sustaining Competitive Advantage, Fourth Edition. AddisonWesley: Massachusetts.

David L. Goetsch, S. B. (2008). Quality Management; Instroduction Total Quality Management for Production, Processing, and Service (Fift ed.). Pearson: Prentice Hall.

Ghozali, I. (2011). Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Universitas Diponegoro.

Halim, A. (2011). Analisis Investasi. Jakarta: Salemba Empat.

Haliq, Idham. (2017). “Pengaruh Adopsi tehnologi Terhadap Ketahanan Usaha

Hasan, A. (2010). Marketing dari Mulut ke Mulut Cet 1. Yogyakarta: Media

Hutagalung, d. (2010). Kewirausahaan. Medan: USU Press.

Juliandi, A. (2013). Metodelogi Penelitian Kuantitatif: untuk ilmu-ilmu. Medan: M2000.

Kertajaya, H. (2007). Hermawan Kertajaya on Marketing. Jakarta: PT Gramedia.

Kotler, P., & Keller. (2009). Manajemen Pemasaran. Jakarta: Erlangga.

L. G., & Kanuk, L. (2004). Consumer Behavior. New Jersey: Pearson prenticeHall.

Lupiyoadi, H. (2008). Manajemen Pemasaran Jasa (4 ed.). Jakarta: Penerbit Salemba Empat.

Maulana, A. (2014). Sistem Pengendalian Manajemen. Jakarta: Salemba Empat.

Moeheriono. (2012). Pengukuran Ketahanan Berbasis Kompetensi. Jakarta: Raja Grafindo Persada.

Nugroho, S. (2010). Perilaku Konsumen Perspektif Kontemporer pada Motif, Tujuan, dan Keingina Konsumen. Jakarta: Kencana Prenada Media.

Pressindo.

Priansa, D. (2017). Komunikasi Pemasaran Terpadu. Bandung: CV PUSTAKA SETIA.

Pustaka Utama.

Rangkuti, F. (2009). Strategi Promosi yang Kreatif dan Analisis. Jakarta: PT Gramedia Pustaka Utama.

Saiman, L. (2014). Kewirausahaan: Teori, Praktik, dan Kasus-Kasus. Jakarta: Salemba Empat.

Sangadji, E. M., & Sopiah. (2013). Consumer Behavior: Perilaku Konsumen dan (2 ed.).Jakarta: Erlangga.

Schiffman, & Kanuk. (2009). Perilaku Konsumen. Jakarta: PT. Indeks Gramedia. Schiffman,

Sernovitz, A. (2012). Word of Mouth Marketing How Smart Companies Get People Talking. Austin: Greenleaf Book Group Press.

Sugiyono. (2012). Metedologi Penelitian Bisnis:Pendekatan Kuantitatif, Kualitatif dan R&D. Bandung: CV Alfabeta.

sugiyono. (2016). Metode Penelitian Manajemen. Bandung: Alfabeta.

Sujatmiko, E. (2014). Kamus IPS. Surakarta: Aksara Sinergi media.

Suryana. (2013). Ekonomi Keatif, Ekonomi Baru: Mengubah Ide dan Menciptakan Peluang. Jakarta: Salemba Empat.

Sutisna. (2002). Perilaku Konsumen & Komunikasi Pemasaran. Bandung: PT. Remaja Rosdakarya.

Swasta, B., & Irawan. (2008). Manajemen Pemasaran Modern. Yogyakarta: Liberty.

Tjiptono, F., & Chandra, G. (2012). Pemasaran Strategik. Yogyakarta: ANDI.

Umar, H. (2011). Riset Pemasaran dan Perilaku Konsumen. Jakarta: Gramedia




DOI: http://dx.doi.org/10.18415/ijmmu.v9i10.4004

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 International Journal of Multicultural and Multireligious Understanding

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

International Journal of Multicultural and Multireligious Understanding (IJMMU) ISSN 2364-5369
https://ijmmu.com
editor@ijmmu.com
dx.doi.org/10.18415/ijmmu
facebook.com/ijmmu
Copyright © 2014-2018 IJMMU. All rights reserved.