The role of development entrepreneurial orientation and market orientation in improving the performance of creative industry SMEs in Denpasar

Ida Ayu Agung  Idawati; Ade Ruly  Sumartini

doi:10.21744/irjmis.v7n6.1021

Authors

Ida Ayu Agung Idawati
dayuagung84@gmail.com
Warmadewa University, Denpasar, Indonesia
Ade Ruly Sumartini Warmadewa University, Denpasar, Indonesia

Keywords:

creative industry, enhancing performance, entrepreneurial orientation, market orientation, SMEs performance

Abstract

Bali is an area that relies on the tourism industry. The management of the tourism industry cannot be separated from other sectors, such as the creative industry. The creative industry is a supporter of economic growth in increasing employment opportunities and reducing the low population in Indonesia. Fashion and handicrafts are the mainstays of Bali's sub-sectors, with a proportion of 18 percent and 15.4 percent, respectively. The ability of human resources to express their creativity and skills plays an essential role in improving the performance of the relevant SMEs. The purpose of this study was to determine the position of entrepreneurial orientation development and market orientation in enhancing performance and to determine efforts to improve the performance of creative industry SMEs. The analysis technique using multiple linear regression analysis assisted by the SPSS program. The population in this study was the Creative Industry SMEs in the fashion and handicraft sub-sector. The research sample was 40 respondents with the sampling method using convenience sampling. The results of this study indicate that entrepreneurial orientation does not have a significant effect on improving performance.

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