PERAN KEUNGGULAN BERSAING DALAM MENINGKATKAN KAPABILITAS PEMASARAN ORIENTASI PASAR DAN KINERJA PEMASARAN PADA SENTRA BATIK DURIAN LUBUKLINGGU
DOI:
https://doi.org/10.36085/jee.v6i02.10260Abstract
Industri batik sebagai bagian dari UMKM menghadapi tantangan besar dalam persaingan global, terutama terkait keterbatasan modal, teknologi, dan strategi pemasaran. Penelitian ini bertujuan untuk menelaah bagaimana kapabilitas pemasaran dan orientasi pasar memengaruhi kinerja pemasaran, dengan keunggulan bersaing sebagai variabel perantara pada Sentra Batik Durian di Kota Lubuklinggau. Pendekatan yang digunakan adalah kuantitatif melalui survei terhadap 100 pengrajin batik, dengan analisis data menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian memperlihatkan bahwa kapabilitas pemasaran dan orientasi pasar memberikan pengaruh positif serta signifikan terhadap keunggulan bersaing maupun kinerja pemasaran. Selain itu, keunggulan bersaing terbukti memiliki pengaruh langsung terhadap kinerja pemasaran sekaligus berperan sebagai mediator dalam hubungan antara kapabilitas pemasaran dan orientasi pasar dengan kinerja pemasaran. Temuan ini menekankan pentingnya penguatan strategi pemasaran yang berlandaskan nilai-nilai Islam melalui diferensiasi produk dan pengembangan jaringan usaha, sehingga UMKM batik dapat meningkatkan daya saing secara berkelanjutan.
Kata Kunci: Daya Saing, Nilai Islam, Strategi Pemasaran, UMKM Batik
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