Analisis Kinerja Bisnis UMKM Kuliner di Kepulauan Riau: Integrasi Orientasi Pemasaran dan Kapabilitas Internal

Fendy Cuandra; Vannessa Gracia Effendy; Lily Purwianti

doi:10.55606/jaemb.v6i3.12767

Authors

Fendy Cuandra Universitas Internasional Batam
Vannessa Gracia Effendy Universitas Internasional Batam
Lily Purwianti Universitas Internasional Batam

DOI:

https://doi.org/10.55606/jaemb.v6i3.12767

Keywords:

Capability, Marketing Orientation, Product Performance, Business Performance, MSMEs

Abstract

This analysis examines the impact of technological capabilities, learning capabilities, relational capabilities, and marketing orientation on business performance, with product performance serving as a mediating variable, within the context of culinary MSMEs in the Riau Islands. A quantitative approach was employed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. Data were collected via questionnaires distributed to 367 culinary MSME operators in the Riau Islands using purposive sampling. The results indicate that technological capabilities, learning capabilities, relational capabilities, and marketing orientation have a significant positive effect on product performance. Furthermore, technological capabilities, learning capabilities, and product performance significantly positive influence business performance. All mediation effects involving product performance were found to be significant and positive. These findings align with the Resource-Based View (RBV) theory, suggesting that internal capabilities must be transformed into product performance to enhance the business performance of culinary MSMEs in the Riau Islands. However, relational capabilities and marketing orientation did not demonstrate a significant influence on business performance.

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