PENGARUH ORIENTASI KEWIRAUSAHAAN, KREATIVITAS, DAN LOYALITAS PELANGGAN TERHADAP KEBERHASILAN USAHA CATERING AMANAH DI BABAT TOMAN SEKAYU

PRATAMA, ADITYA (2026) PENGARUH ORIENTASI KEWIRAUSAHAAN, KREATIVITAS, DAN LOYALITAS PELANGGAN TERHADAP KEBERHASILAN USAHA CATERING AMANAH DI BABAT TOMAN SEKAYU. S-1 thesis, 021008 Universitas Tridinanti.

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Abstract

ABSTRAK ADITYA PRATAMA, Pengaruh Orientasi Kewirausahaan, Kreativitas, dan Loyalitas Pelanggan terhadap Keberhasilan Usaha pada Catering Amanah di Wilayah Sekayu dan Babat Toman (Di bawah bimbingan Amrillah Azrin, S.E., M.M dan Yun Suprani, S.E., M.Si. Tujuan penelitian ini adalah untuk mengetahui pengaruh orientasi kewirausahaan, kreativitas, dan loyalitas pelanggan terhadap keberhasilan usaha pada Catering Amanah di wilayah Sekayu dan Babat Toman. Sampel penelitian sebanyak 35 responden yang merupakan pelanggan Catering Amanah. Metode analisis yang digunakan adalah regresi linear berganda. Hasil penelitian menunjukkan bahwa secara simultan orientasi kewirausahaan, kreativitas, dan loyalitas pelanggan berpengaruh positif dan signifikan terhadap keberhasilan usaha dengan nilai Fhitung sebesar 13,071 dan signifikansi 0,000 < 0,05. Secara parsial, orientasi kewirausahaan berpengaruh positif namun tidak signifikan terhadap keberhasilan usaha. Sementara itu, kreativitas dan loyalitas pelanggan berpengaruh positif dan signifikan terhadap keberhasilan usaha dengan nilai signifikansi masing-masing sebesar 0,040 dan 0,008 (< 0,05). Dengan demikian, kreativitas dan loyalitas pelanggan menjadi faktor yang berperan penting dalam meningkatkan keberhasilan usaha Catering Amanah. Kata Kunci: Orientasi Kewirausahaan, Kreativitas, Loyalitas Pelanggan, Keberhasilan Usaha. viii ABSTRACT ADITYA PRATAMA, The Influence of Entrepreneurial Orientation, Creativity, and Customer Loyalty on Business Success at Catering Amanah in the Sekayu and Babat Toman Areas. Under the supervision of Amrillah Azrin, S.E., M.M. and Yun Suprani, S.E., M.Si. The purpose of this study was to determine the influence of entrepreneurial orientation, creativity, and customer loyalty on business success at Catering Amanah in the Sekayu and Babat Toman areas. The research sample consisted of 35 respondents who were customers of Catering Amanah. The analytical method used in this study was multiple linear regression. The results showed that, simultaneously, entrepreneurial orientation, creativity, and customer loyalty had a positive and significant effect on business success, with an F-value of 13.071 and a significance level of 0.000 < 0.05. Partially, entrepreneurial orientation had a positive but insignificant effect on business success. Meanwhile, creativity and customer loyalty had positive and significant effects on business success, with significance values of 0.040 and 0.008, respectively (< 0.05). Therefore, creativity and customer loyalty are important factors in improving the business success of Catering Amanah. Keywords: Entrepreneurial Orientation, Creativity, Customer Loyalty, Business Success.

Item Type:	Thesis (S-1)
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Tn ADITYA PRATAMA
Date Deposited:	06 Aug 2026 06:46
Last Modified:	06 Aug 2026 06:46
URI:	http://repository.univ-tridinanti.ac.id/id/eprint/11299

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