The Effect of Entrepreneurial Orientation and Market Orientation on Business Performance (A Case Study at a Coffee Shop in The Sub-Region of Karees, Bandung)

M Iffan, S M Marhamah

ICOBEST 2021 - Digitalization and Opportunities in The Tough Time - ISBN 978-623-95562-1-1

Abstract

This research aims to determine the effect of Entrepreneurial Orientation and Market Orientation on Business Performance either partially or simultaneously. This research was conducted in various coffee shops in Bandung, Indonesia. The population in this research was 109 coffee shops business owners. The sampling technique used in this research is The Slovin formula with a total sample of 55 respondents. Based on the variables studied, the type of research used is descriptive and verificative. While the analytical method used in this research is multiple linear regression analysis, correlation coefficient analysis, coefficient of determination analysis, as well as partial and simultaneous hypothesis testing. The results of this research indicate that Entrepreneurial Orientation has a significant effect on Business Performance partially, as well as Market Orientation has a significant effect on Business Performance. Simultaneously, Entrepreneurial Orientation and Market Orientation have a significant effect on Business Performance. The results also show that both orientations can indeed be applied in determining the performance of businesses that have been run in coffee shops. The results of this research are expected to help business owners to be able to develop their business by paying attention to aspects of Entrepreneurial Orientation and Market Orientation in improving Business Performance.

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