The Influence of Entrepreneurial Characteristics and Market Orientation on The Success Of MSMEs in Larantuka District, East Flores Regency

Abstract

The aim of this study is to determine the influence of entrepreneurial characteristics and market orientation on the success of MSMEs in Larantuka District, East Flores Regency. This type of research is a quantitative approach using associative method relationships. The population of this study are MSME owners in Larantuka District, who have been trading for at least three years and have capital of less than Rp. 50,000,000. In this research, sampling included 100 people, consisting of 32 livestock businesses, 35 culinary businesses and 33 service businesses and used a non probability sampling technique, namely quota sampling. To collect data, questionnaires were distributed to MSME owners in Larantuka District via the Google Form platform. The data analysis technique used is multiple linear analysis, t test, F-test, and coefficient of determination with the help of SPSS IBM 27. The results of this test show that entrepreneurial characteristics partially have a positive and significant effect on the success of MSMEs in Larantuka District, market orientation partially has a positive effect and significant to the success of MSMEs in Larantuka District. Furthermore, entrepreneurial characteristics and market orientation have a simultaneous relationship with the success of MSMEs in Larantuka District. In this context, owners of livestock businesses, culinary businesses and service businesses in Larantuka District need to improve their entrepreneurial characteristics and market orientation, so that they have the opportunity to achieve success and contribute to local economic growth