The Influence of Market Orientation and Entrepreneurial Orientation on MSME Performance through Cost Leadership Strategy as an Intervening Variable
(Case Study on Watch Business Actors of MSMEs JP.010 Central Jakarta)
Keywords:
Market Orientation, Entrepreneurial Orientation, Cost Leadership Strategy, MSME Performance
Abstract
This study aims to analyze the influence of market orientation and entrepreneurial orientation on the performance of Micro, Small, and Medium Enterprises (MSMEs), with a focus on the cost leadership strategy as a moderating variable. The research was conducted on 60 respondents from the watch MSME cluster JP.014 in Central Jakarta. Data analysis was performed using the Moderated Regression Analysis (MRA) technique through SPSS 25. The results show that both market orientation and entrepreneurial orientation have a positive and significant effect on MSME performance. However, the cost leadership strategy does not have a significant direct effect, nor does it serve as a significant moderating variable in the relationship between the independent variables and performance. These findings highlight that customer focus and entrepreneurial behavior are key drivers of MSME success, while cost-efficiency strategies may not yet be optimally implemented or prioritized in this business context. The study provides important insights for MSME actors and policymakers in enhancing strategic approaches to improve business performance.
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Alhamda, Y. P. S., Sabihaini, & Ghofar, A. (2022). Cost Leadership Strategy and Differentiation Strategy Mediate the Effect of Entrepreneurship Orientation on the Performance of Batik Lendah SMEs. Jurnal Manajemen Dan Kewirausahaan, 10(1), 49–57.
Ambarwati, T., & Fitriasari, F. (2021). Nilai-Nilai Kewirausahaan Dan Komitmen Berwirausaha Terhadap Kinerja UMKM dengan Strategi Bisnis Sebagai Moderasi. Jurnal Bisnis Dan Manajemen, 8(1), 44–56.
Angreny, W. R., Sumekar, W., & Prasetyo, A. S. (2022). Keberlanjutan UMKM Berdasarkan Media sosial dan Triple Bottom Line. Jurnal Agribest, 6(1), 64–75.
Aprizal. (2018). Orientasi pasar dan keunggulan bersaing (studi kasus penjualan komputer). Celebes Media Perkasa.
Aulia, R., Astuti, M., & Ridawan, H. (2019). Meningkatkan Kinerja Pemasaran melalui Orientasi Pasar dan Orientasi Kewirausahaan. Jurnal Ilmiah Manajemen Dan Bisnis, 20(1), 27–38.
Auliana, N., & Zaini, M. (2023). Pengaruh Orientasi Kewirausahaan, Orientasi Pasar dan Inovasi Produk Terhadap Kinerja Usaha Pada Pemilik UKM Bidang Konveksi di Kota Samarinda. Jurnal Stretegi Dan Bisnis, 11(1), 1–12.
Ayem, S., Aji, A. W., & Wahidah, U. (2020). Factors Affecting the Financial Performance of Micro Small and Medium Enterprises (Msmes) During The Covid 19 Pandemic in Yogyakarta City. International Conference on Technology, Education and Sciences, 122–128.
Chow, V., & Utama, L. (2023). Pengaruh Orientasi Kewirausahaan dan Inovasi Produk terhadap Kinerja UMKM kain Ulos. Jurnal Manajerial Dan Kewirausahaan, 5(2), 519–528.
Darmanto, Wardaya, F. X. S., & Sulistyani, L. (2018). Strategi Orientasi Pemasaran dan Kinerja Organisasi UMKM. Deepublish.
Dewangga, M. A. K. W., & Layman, C. V. (2023). The Cost Leadership, Entrepreneurship Orientation, and Differentiation Strategies of Bali’s MSME in Tourism Sector. Asia Pacific Management and Business Application, 12(1), 101–114. https://doi.org/10.21776/ub.apmba.2023.012.01.7
Diana, Hakim, L., & Fahmi, M. (2022). Analisis Faktor Yang Mempengaruhi Kinerja UMKM di Tangerang Selatan. Jurnal Muhammadiyah Manajemen Bisnis, 3(2), 1–8.
Hutahaean, R., & Sari, A. D. (2023). Pengaruh Perda Pemberdayaan dan Orientasi Pasar Terhadap Kinerja Pemasaran UMKM . Jurnal Kolaboratif Sains, 6(4), 1–6.
Jannah, M. (2020). Personal Branding Didi Kempot Melalui Instagram (Analisis Isi Akun Instagram @didikempot_official Tahun 2019). Skripsi Institut Agama Islam Negeri Surakarta.
Jannah, M., Irawati, A., & Purnomo, H. (2019). Pengaruh Orientasi Kewirausahaan Dan Inovasi Produk Terhadap Kinerja Umkm Batik Gedog Khas Tuban. Eco-Enrepreneurship, 5(1), 33–48.
Kaya, N. (2015). Corporate Entrepreneurship, Generic Competitive Strategies, and Firm Performance in Small and Medium-Sized Enterprises. Procedia Social and Behavioral Sciences, 662–668.
Mardia, Hasibuan, A., Simarmata, J., Kuswanto, Lifchatullaillah, E., Saragih, L., Purba, D., Anggusti, M., Purba B, Noviastuti, N., Dewi, L., Gemilang, F., Purba, S., & Tanjung, R. (2018). Kewirausahaan. Yayasan Kita Menulis.
Navaia, E., Moreira, A., & Ribau, C. (2024). The mediating roles of cost leadership and cost focus strategies on innovation capabilities and export performance. Results from an emerging country. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2375410
Prasetio, T. (2020). Analisis Pengaruh Penggunaan Media Sosial, Motivasi Intrinsik, Dan Pengetahuan Kewirausahaan Terhadap Minat Berwirausaha Mahasiswa. Jurnal Sekretari Dan Administrasi (Serasi), 18(1).
Prasetyo, A., & Wijaya, A. (2019). Pengaruh Orientasi Kewirausahaan Dan Orientasi Pasar Terhadap Kinerja Umkm Pada Bidang Kuliner Di Pasar Lama Tangerang. Jurnal Manajerial Dan Kewirausahaan, 1(3), 383–393.
Purba, C. S., & Warganegara, T. L. P. (2023). Pengaruh Orientasi Pasar Dan Orientasi Kewirausahaan Terhadap Kinerja Pemasaran UMKM Fashion Di Kota Bandar Lampung. Jurnal Ilmiah Manajemen Dan Bisnis, 6(1), 1–7.
Pusung, C. S., Narsa, N. P. D. R. H., & Wardhaningrum, O. A. (2023). Innovation, Competitive Strategy and MSME Performance: A Survey Study on Culinary SMES in Indonesia DUring the Covid-19 Pandemic. Business: Theory and Practice, 24(1), 160–172.
Riante, C., & Utama, L. (2023). The Influence of Entrepreneurial Orientation On SME’S Performance Through Entrepreneurial Competency in Pasar Jambi. International Journal of Application on Economics and Business, 1(2), 1–11.
Rosita, R. (2020). Pengaruh Pandemi Covid-19 terhadap UMKM. Jurnal Lentera Bisnis, 109–120.
Sembiring. M. J, Fattah, A., & Wahyudi, S. (2019). Kapabilitas Manajemen Hubungan Pelanggan Offline to Online Sebagai Pondasi Pemberdayaan Pengrajin Hasil Olahan Ikan Laut Masyarakat Pesisir Jawa Timur. Skripsi Ubhara Surabaya, 1–132.
Sunyoto, Pratikto, H., Sudarmiatin, & Sopiah. (2023). Innovation ability in mediates on the relationship of entrepreneurship orientation, organizational culture and knowledge management on MSME performance . International Journal of Applied Economics, Finance and Accounting, 16(2), 355–366.
Suparlinah, I., Purwati, A. S., Putri, K. N., & Warsidi. (2019). Factors that Influence MSME Performance Improvement (Study on MSMEs of Women Entrepreneurs in Banyumas Regency). Journal of Economica, 15(7), 108–121.
Wicaksono, M. W., & Isa, M. (2023). Pengaruh Orientasi Pasar Dan Orientasi Kewirausahaan Dengan Variabel Inovasi Sebagai Mediasi Terhadap Kinerja Usaha Susu Segar . Journal of Management & Business, 6(1), 357–374.
Yacob, S., Sulistiyo, U., Erida, E., & Siregar, A. P. (2021). The importance of E-commerce adoption and entrepreneurship orientation for sustainable micro, small, and medium enterprises in Indonesia. Development Studies Research, 8(1), 244–252. https://doi.org/10.1080/21665095.2021.1976657
Published
2025-06-26
How to Cite
Syabirin, M. R., Handaru, A. W., & Pahala, I. (2025). The Influence of Market Orientation and Entrepreneurial Orientation on MSME Performance through Cost Leadership Strategy as an Intervening Variable : (Case Study on Watch Business Actors of MSMEs JP.010 Central Jakarta). International Journal of Economics, Business and Innovation Research, 4(04), 688-705. https://doi.org/10.63922/ijebir.v4i04.1988
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