Pengaruh Orientasi Kewirausahaan dan Orientasi Pasar Terhadap Kinerja Pemasaran Rumah Makan Kategori Dessert Cafe di Kota Pontianak

Abstract

All marketers had to face risk in running their business and it’s not an easy way to organize the business risks especially for restaurant or café business. The goal of this research is to know how much relation between entrepreneur orientation and market orientation with the marketing performance for dessert café in Pontianak. Data collection techniques used was interview and questionnaire. The samples in this research involves 63 owner of dessert café in Pontianak that the business already exist for 5 years. This research used Rating Scale and statistical program SPSS in analyze data. It is concluded that entrepreneur orientation had the most related with the business performance than market orientation. The main point that the owner had to be more creative and innovative in running the business especially they should more understanding the change of customer needs and wants by upgrading the sweetness level, store atmosphere, and provide chiller packaging.