Pengaruh Orientasi Kewirausahaan, Orientasi Pasar, Terhadap Keunggulan Bersaing Usaha Mikro Kecil Menengah (Studi Pada Usaha Mikro Kecil, Menengah Kuliner di Kota Bandar Lampung)

Abstract

Micro, small, and medium enterprises (MSMEs) play a strategic role in the national economy by driving community economic activities, ensuring income distribution, fostering economic growth, and maintaining national stability. MSMEs also serve as a platform for the creation of new entrepreneurs. This study employs a quantitative descriptive method using primary data collected through an online questionnaire. The research population consists of MSME actors in Bandar Lampung City, with a sample size of 100 respondents determined using probability sampling and Lemeshow’s simple random sampling technique. Data analysis was conducted using SmartPLS version 4. The findings reveal that entrepreneurial orientation has a positive and significant effect on the competitive advantage of MSMEs, indicating that a strong entrepreneurial orientation enhances competitiveness. Market orientation also shows a positive and significant influence, suggesting that a thorough understanding of the market supports MSMEs’ competitive advantage. From an Islamic economic perspective, entrepreneurs are encouraged to adopt entrepreneurial and market orientations, provided their businesses align with Islamic principles, adhere to halal standards, and comply with Sharia laws. Islam emphasizes the importance of the entrepreneurial process as a key driver for achieving success and overall well-being.