Pengaruh Orientasi Kewirausahaan dan Orientasi Pasar Terhadap Keunggulan Bersaing UMKM di Era Revolusi Industri 4.0 (Studi Kasus pada UMKM Makanan dan Minuman di E-Commerce Bhinneka.Com)

Abstract

This research aims to determine and analyze the influence of Entrepreneurial Orientation and Market Orientation on the Competitive Advantage of MSMEs in the Era of Industrial Revolution 4.0 with a Case Study on Food and Beverage MSMEs in E-Commerce Bhinneka.com. The population in this research is the owners of food and beverage MSMEs on Bhinneka.com, the number of which is known to be 1,450 MSMEs that sell on Bhinneka.com. The number of samples in this research was 94 MSMEs using the Slovin formula and the sampling technique was non-probability sampling. Data collection uses a questionnaire. The analysis technique uses multiple linear regression analysis. The results of this research show that simultaneously Entrepreneurial Orientation and Market Orientation have a significant effect on the Competitive Advantage of MSMEs in the Era of Industrial Revolution 4.0 with a Case Study on Food and Beverage MSMEs in E-Commerce Bhinneka.com. The partial test shows that Entrepreneurial Orientation and Market Orientation each have a positive and significant effect on the Competitive Advantage of MSMEs in the Era of Industrial Revolution 4.0 with a Case Study of Food and Beverage MSMEs in E-Commerce Bhinneka.com.