Kepemimpinan Kewirausahaan Budaya Kewirausahaan Pengaruhnya Terhadap Nilai Pelanggan Serta Dampaknya Pada Keunggulan Kompetitif Wisata Kuliner
DOI:
https://doi.org/10.37253/altasia.v2i2.547Keywords:
Kepemimpinan Kewirausahaan; Budaya Kewirausahaan; Keunggulan Kompetitif; Nilai Pelanggan; Wisata Kuliner Pantai.Abstract
Wisata kuliner pantai adalah salah satu destinasi potensial dan sumber ekonomi di Kabupaten Jember, Indonesia. Mayoritas wisata kuliner pantai di Jember dioperasikan oleh Usaha Mikro Kecil dan Menengah (UMKM) dengan kemampuan terbatas dalam mengembangkan nilai pelanggan dan memperkuat keunggulan kompetitif mereka. Penelitian ini berusaha untuk menguji pengaruh Kepemimpinan Kewirausahaan dan Budaya Kewirausahaan terhadap nilai pelanggan dan keunggulan kompetitif serta untuk menguji pengaruh Kepemimpinan Kewirausahaan dan Budaya Kewirausahaan terhadap keunggulan kompetitif melalui nilai pelanggan. Sebanyak 350 responden berpartisipasi dalam penelitian ini. Purposive dan convenience sampling digunakan untuk memilih sampel. Data dikumpulkan dengan menyebarkan kuesioner. Alat yang digunakan untuk menganalisis data adalah Partial Least Square (PLS)-Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan Kepemimpinan Kewirausahaan dan Budaya Kewirausahaan terhadap nilai pelanggan dan keunggulan bersaing, sedangkan nilai pelanggan dapat memediasi pengaruh Kepemimpinan Kewirausahaan dan Budaya Kewirausahaan terhadap keunggulan bersaing wisata kuliner di Kabupaten Jember
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