Model Peningkatan Kinerja UMKM melalui Inovasi Digital Marketing pada UMKM Kuliner di Kota Bandung Provinsi Jawa Barat

Palupi Permata Rahmi; Hendar Hendar

doi:10.32493/jmw.v5i2.50117

Authors

Palupi Permata Rahmi Program Studi Magister Manajemen, Universitas Islam Sultan Agung, Semarang
Hendar Hendar Program Studi Magister Manajemen, Universitas Islam Sultan Agung, Semarang

DOI:

https://doi.org/10.32493/jmw.v5i2.50117

Keywords:

Orientasi Pelanggan; Orientasi Pesaing; Inovasi Digital Marketing; Kinerja UMKM

Abstract

Penelitian ini mengungkap kontribusi utama berupa peran mediasi inovasi digital marketing dalam memperkuat pengaruh orientasi pelanggan dan orientasi pesaing terhadap kinerja UMKM kuliner di Kota Bandung. Dengan menggunakan explanatory research dan PLS-SEM pada 100 pelaku UMKM Kuliner. Hasil temuan menunjukkan bahwa orientasi pelanggan dan orientasi pesaing memiliki pengaruh positif dan signifikan terhadap kinerja UMKM kuliner di Kota Bandung. Inovasi digital marketing berpengaruh positif dan signifikan terhadap peningkatan kinerja UMKM. Orientasi pelanggan dan orientasi pesaing berpengaruh positif dan signifikan terhadap inovasi digital marketing. Inovasi digital marketing berperan sebagai mediasi yang memperkuat pengaruh antara orientasi pelanggan dan orientasi pesaing terhadap kinerja UMKM. Secara praktis, hasil ini mendorong pelaku UMKM untuk secara sistematis meningkatkan pemahaman kebutuhan pelanggan dan pemantauan pesaing, serta mempercepat adopsi solusi digital dalam promosi dan layanan. Bagi pemerintah daerah dan lembaga pendamping, penelitian ini merekomendasikan penyelenggaraan pelatihan digital marketing yang terintegrasi dengan market intelligence untuk memperkuat daya saing dan pertumbuhan UMKM kuliner.

References

Abasido, A., Olaoye, I., & Salisu, S. (2023). Innovation as a Mediator on the Relationship Between Competitor Orientation and SME’s Performance. International Journal of Innovative Research in Education, Technology and Social Strategies, 10(2), 35–49. https://doi.org/10.48028/iiprds/ijiretss.v10.i2.04

Alipia, M., Danial, R. D. M., & Saori, S. (2024). The Effect of Customer Orientation on Marketing Performance Through Product Innovation as a Mediating Variable. Dinasti International Journal of Economics, Finance & Accounting, 5(4), 2286–2296. https://doi.org/10.38035/dijefa.v5i4.3113

Allammari, Y., Jaride, C., Azdod, M., & Taqi, A. (2024). The role of customer orientation in enhancing the innovation capability and performance of Moroccan SMEs: A structural equation approach. Multidisciplinary Science Journal, 6(11), 2024250. https://doi.org/10.31893/multiscience.2024250

Andayani, I., Roesminingsih, M. V., & Yulianingsih, W. (2021). Strategi Pemberdayaan Masyarakat Pelaku UMKM Di Masa Pandemi Covid-19. Jurnal Pendidikan Nonformal, 16(1). https://doi.org/10.17977/um041v16i1p12-20

Aribawa, D. (2016). Pengaruh literasi keuangan terhadap kinerja dan keberlangsungan UMKM di Jawa Tengah. Jurnal Siasat Bisnis, 20(1), 1–13. https://doi.org/10.20885/jsb.vol20.iss1.art1

Balarabe, A. L. (2024). Market orientation and firm performance of small and medium-sized enterprises in Zamfara state: a proposed research study. Journal of Social Sciences and Management Studies, 78–89. https://doi.org/10.56556/jssms.v3i4.1086

Bamfo, B. A., & Kraa, J. J. (2019). Market orientation and performance of small and medium enterprises in Ghana: The mediating role of innovation. Cogent Business & Management, 6(1). https://doi.org/10.1080/23311975.2019.1605703

Bekata, A. T., & Kero, C. A. (2024). Customer orientation, open innovation and enterprise performance, evidence from Ethiopian SMEs. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2320462

Bernardin, H. J., & Russell, J. E. A. (1998). Human Resource Management: An Experiential Approach Management Organization Series. McGraw-Hill.

D’souza, C., Nanere, M., Marimuthu, M., Arwani, M., & Nguyen, N. (2022). Market orientation, performance and the mediating role of innovation in Indonesian SMEs. Asia Pacific Journal of Marketing and Logistics, 34(10), 2314–2330. https://doi.org/10.1108/APJML-08-2021-0624

Erhan, T. P., van Doorn, S., Japutra, A., & Ekaputra, I. A. (2024). Digital marketing innovation and firm performance: the role of decision-making comprehensiveness in dynamic environments. Asia Pacific Journal of Marketing and Logistics, 36(2), 435–456. https://doi.org/10.1108/APJML-01-2023-0097

Fatonah, S., Haryono, T., & Indah Sari, N. N. (2021). Peran Orientasi Pelanggan Dalam Meningkatkan Kinerja Pemasaran Umkm Rumah Makan Di Kabupaten Sragen. EKUITAS (Jurnal Ekonomi dan Keuangan), 5(1), 78–97. https://doi.org/10.24034/j25485024.y2021.v5.i1.4750

Febriansyah, R. Y., & Prabowo, F. S. A. (2023). Pengaruh Orientasi Pelanggan dan Adopsi Media Sosial Terhadap Kinerja Umkm di Masa Pandemi Covid-19 (Studi Pada Umkm Binaan Dinas Koperasi dan Usaha Kecil Jawa Barat Tahun 2021 Sektor Kuliner). Jurnal Manajemen Pemasaran, 17(1), 1–10.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial Management & Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382

Huang, L., Chang, K.-Y., & Yeh, Y.-C. (2020). How Can Travel Agencies Create Sustainable Competitive Advantages? Perspective on Employee Role Stress and Initiative Behavior. Sustainability, 12(11), 4557. https://doi.org/10.3390/su12114557

Hujayanti, D. (2020). Pengaruh Orientasi Kewirausahaan, Orientasi Pasar dan Keunggulan Bersaing Terhadap Kinerja UMKM Krupuk di Desa Harjosari Lor Kecamatan Adiwerna Kabupaten Tegal. http://repository.upstegal.ac.id/363/

Irwan, A. M., Andriani, B., & Serang, S. (2023). Pengaruh Orientasi Pasar dan Inovasi Terhadap Keunggulan Bersaing pada UMKM Kota Makassar. YUME : Journal of Management, 6(2), 388–389. https://www.journal.stieamkop.ac.id/index.php/mirai/article/view/4973

Jung, S.-U., & Shegai, V. (2023). The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size. Sustainability, 15(7), 5711. https://doi.org/10.3390/su15075711

Latan, H., & Ghozali, I. (2022). Partial Least Squares Konsep, Metode dan Aplikasi Menggunakan Program WarpPLS2.0 untuk Penelitian Empiris. UNDIP Press.

Lima, N. T. Y., Haro-Zea, K. L., & Saavedra, R. A. D. (2024). Digital marketing and customer orientation as predictors of sustainability in tourism SMES. Innovative Marketing, 20(1), 160–171. https://doi.org/10.21511/im.20(1).2024.14

Mamman, J., & Isaac, A. M. (2020). Competitor Orientation and Innovation Among Small and Medium Enterprises (SMEs) in Yobe State, Nigeria. European Journal of Business and Management, 12(3), 83–88. https://iiste.org/Journals/index.php/EJBM/article/download/51328/53028

Muamalah, S. R., & Sari, D. K. (2023). Role of Market Orientation, Customer Orientation, and Digital Marketing in Improving Small and Medium-Sized Enterprises (SMEs) Marketing Performance in Sidoarjo. https://doi.org/10.21070/ups.743

Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20. https://doi.org/10.2307/1251757

Ningsih, S., & Tjahjono, B. (2024). Digital Marketing Innovation for MSMEs through ChatGPT Integration and Management Information Systems: A Technological Transformation Approach for Competitive Advantage. Jurnal Minfo Polgan, 13(1), 1033–1044. https://doi.org/10.33395/jmp.v13i1.13924

Odero, J. A., Egessa, R. K. W., & Machuki, K. M. (2024). Competitor Orientation And Innovation: Kenyan Deposit Taking Sacco Experience. Oradea Journal of Business and Economics, 9(1), 9–18. https://doi.org/10.47535/1991ojbe178

O’Dwyer, M., & Gilmore, A. (2019). Competitor orientation in successful SMEs: an exploration of the impact on innovation. Journal of Strategic Marketing, 27(1), 21–37. https://doi.org/10.1080/0965254X.2017.1384040

Peng, M. Y.-P., & Shao, L. (2021). How Do the Determinants of New Product Development Matter in the International Context? The Moderating Role of Learning Orientation. Journal of Competitiveness, 13(3), 129–146. https://doi.org/10.7441/joc.2021.03.08

Qu, Z. (2024). Digital Readiness and Digital Competences Influence on Information Management System: Organizational Support as Moderator. Profesional de La Informacion, 33(4). https://doi.org/10.3145/epi.2024.ene.0408

Racela, O. C., & Thoumrungroje, A. (2019). When do customer orientation and innovation capabilities matter? An investigation of contextual impacts. Asia Pacific Journal of Marketing and Logistics, 32(2), 445–472. https://doi.org/10.1108/APJML-03-2019-0143

Rapih, S., Martono, T., & Riyanto, G. (2015). Analisis Pengaruh Kompetensi Sumber Daya Manusia, Modal Sosial dan Modal Finansial terhadap Kinerja UMKM Bidang Garmen di Kabupaten Klaten. Jurnal Pendidikan Insan Mandiri, 1(2).

Saleh, M. H., & Al-Hakimi, M. A. (2022). The Effect of Marketing Ethics as a Moderator on the Relationship Between Competitor Orientation and SMEs’ Performance in Saudi Arabia. SAGE Open, 12(3). https://doi.org/10.1177/21582440221119454

Saputra, S., & Hendro. (2024). Pengaruh Orientasi Pelanggan dan Orientasi Teknologi terhadap Kinerja Bisnis pada Usaha Kecil dan Menengah (UKM). Jurnal Manajemen dan Organisasi, 15(4), 397–409. https://doi.org/10.29244/jmo.v15i4.58998

Schulze, A., Townsend, J. D., & Talay, M. B. (2022). Completing the market orientation matrix: The impact of proactive competitor orientation on innovation and firm performance. Industrial Marketing Management, 103, 198–214. https://doi.org/10.1016/j.indmarman.2022.03.013

Sharabati, A.-A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/su16198667

Sigey, R. K., Omwenga, J., & Sije, A. (2023). Entrepreneurial Orientation and Performance of Small and Medium Enterprises in Kenya. Journal of Entrepreneurship & Project Management, 3(2), 19–35. https://doi.org/10.70619/vol3iss2pp19-35

Stremersch, S., Cabooter, E., Guitart, I. A., & Camacho, N. (2025). Customer insights for innovation: A framework and research agenda for marketing. Journal of the Academy of Marketing Science, 53(1), 29–51. https://doi.org/10.1007/s11747-024-01051-8

Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (4 ed.). Alfabeta.

Sukriani, N. (2022). Pengaruh Inovasi dan Kreatifitas Terhadap Kinerja Usaha Pelaku UMKM Kuliner di Kota Pekanbaru. Jurnal Bisnis Kompetitif, 1(2), 64–71. https://doi.org/10.35446/bisniskompetif.v1i2.998

Tingal, J. M., & Situmorang, T. P. (2024). Pengaruh Orientasi Pasar, Inovasi Produk dan Kinerja UMKM terhadap Keberlanjutan UMKM di Kota Waingapu. Jurnal Minfo Polgan, 13(1), 684–694. https://doi.org/10.33395/jmp.v13i1.13774

Wadud, M. (2019). Orientasi Kewirausahaan untuk Mencapai Competitive Advantage pada Usaha Kecil Menengah di Banyuasin. Jurnal Ilmiah Ekonomi Global Masa Kini, 9(2), 151–157. https://doi.org/10.36982/jiegmk.v9i2.560