Pemasaran Keusahawanan dan Prestasi Perniagaan: Implikasi Terhadap Sektor Peruncitan Berskala Kecil?
Abstract
Dalam mendepani suasana perniagaan masa kini yang penuh cabaran, sektor peruncitan turut berperanan besar dalam mengimbangi ekonomi sesebuah negara. Sehubungan itu, kajian emperikal ini dijalankan bertujuan untuk mengukur hubungan diantara pembolehubah pemasaran keusahawanan (PK) dan prestasi perniagaan serta membincangkan implikasinya terhadap sektor peruncitan yang berskala kecil. Methodologi penyelidikan telah dijalankan secara kuantitatif dengan menggunakan kaedah tinjauan bagi memperolehi sumber primer. Dengan menggunakan set borang soal-selidik, semua pemilik AgroBazaar kedai Rakyat (AKR) yang disenarai aktif oleh pihak FAMA menjadi responden untuk kajian ini yang menggunakan kaedah secara ‘census’. Statistical Package for the Social Sciences (SPSS) dan Structural Equation Model Partial Least Squares (SEM-PLS) telah digunakan untuk menganalisa data dan memperolehi perincian hasil dapatan kajian. Hasil penemuan kajian ini telah menyokong kesemua hipotesis kajian yang dibentuk. Ini membuktikan bahawa 6 dimensi dalam PK yang merangkumi; orientasi proaktif, dorongan peluang, kesungguhan pelanggan, fokus inovasi, pengurusan risiko dan penciptaan nilai mumpunyai hubungan yang signifikan serta positif dalam menentukan prestasi perniagaan AKR di Malaysia. Maka, elemen pemasaran keusahawanan ini perlu diterokai dan diterapkan dalam kalangan usahawan perusahaan kecil dan sederhana (PKS) dalam membantu menguruskan perniagaan dengan lebih baik dan secara langsung mampu memberikan impak positif terhadap peningkatan prestasi perniagaan serta kelestarian perniagaan yang dijalankan.
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