Pengaruh Orientasi Kewirausahaan dan Inovasi Produk Terhadap Kinerja Usaha UMKM di Era Digital

Muhammad Hidayat, Fitriani Latief, Alma Pia G. Reyes, Mutiasari M. Handaling

Abstract


ABSTRAK

Penelitian ini bertujuan menganalisis pengaruh orientasi kewirausahaan dan inovasi produk terhadap kinerja usaha UMKM di era digital. Transformasi digital menuntut pelaku UMKM untuk memiliki kemampuan adaptasi yang tinggi melalui sikap kewirausahaan yang proaktif serta pengembangan produk yang inovatif guna meningkatkan daya saing usaha. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan 100 pelaku UMKM yang dipilih secara purposive. Data dikumpulkan melalui kuesioner dan dianalisis untuk menguji hubungan antarvariabel penelitian. Hasil penelitian menunjukkan bahwa orientasi kewirausahaan dan inovasi produk berperan penting dalam meningkatkan kinerja usaha UMKM. Temuan ini mengindikasikan bahwa UMKM yang mampu mengembangkan perilaku kewirausahaan yang inovatif, proaktif, dan adaptif serta didukung oleh inovasi produk yang berkelanjutan cenderung memiliki kinerja usaha yang lebih baik. Penelitian ini memberikan implikasi bahwa penguatan orientasi kewirausahaan dan kemampuan inovasi produk perlu menjadi fokus utama dalam upaya meningkatkan daya saing dan keberlanjutan UMKM di era digital.

Kata Kunci: Orientasi Kewirausahaan, Inovasi Produk, Kinerja Usaha, UMKM, Era Digital


ABSTRACT

This study aims to discuss the influence of entrepreneurial orientation and product innovation on the performance of MSMEs in the digital era. Digital transformation requires MSMEs to have high adaptability through proactive entrepreneurial attitudes and innovative product development to increase business competitiveness. The study used a quantitative approach involving 100 MSMEs selected purposively. Data were collected through questionnaires and analyzed to test the relationship between research variables. The results show that entrepreneurship and product innovation play a significant role in improving MSME business performance. These findings indicate that MSMEs that are able to develop innovative, proactive, and adaptive entrepreneurial behaviors and are supported by sustainable product innovations tend to have better business performance. This study emphasizes that strengthening entrepreneurship and product innovation capabilities needs to be a primary focus in efforts to increase the competitiveness and desirability of MSMEs in the digital era.

Keywords: Entrepreneurial Orientation, Product Innovation, Business Performance, MSMEs, Digital Era




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DOI: http://dx.doi.org/10.35906/jurman.v12i1.2835

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