KATA PENGANTAR

Puji dan syukur penulis panjatkan kehadirat Allah SWT, karena berkat limpahan Rahmat
dan Karunia-Nya sehingga penulis dapat menyusun laporan penelitian ini tepat pada waktunya.
Laporan penelitian ini diajukan untuk memenuhi tugas Mata Kuliah Kewirausahaan,
yang secara luas membahas mengenai Analisis Pengaruh Inovasi terhadap Strategi Bersaing
Perusahaan Lumpia Basah Mas Miun.
Dalam penyusunan laporan penelitian ini, penulis banyak mendapat banyak hambatan,
akan tetapi dengan bantuan dari berbagai pihak hambatan tersebut bisa teratasi. Oleh karenanya
itu, penulis mengucapkan terima kasih yang sebesar-besarnya kepada semua pihak yang telah
membantu dalam penyusunan laporan penelitian ini, semoga bantuannya mendapat balasan yang
setimpal dari Allah SWT.
Penulis menyadari bahwa laporan penelitian ini masih jauh dari kesempurnaan baik dari
bentuk penyusunan maupun materinya. Kritik konstruktif dari pembaca sangat penulis harapkan
untuk penyempurnaan laporan penelitian selanjutnya.
Akhir kata semoga laporan penelitian ini dapat memberikan manfaat kepada kita semua.

Jatinangor, April 2014

Penulis

DAFTAR ISI
KATA PENGANTAR............................................................................................................i
DAFTAR ISI..........................................................................................................................ii
DAFTAR TABEL..................................................................................................................iv
BAB I PENDAHULUAN
1.1...........................................................................................................................................Latar
Belakang..........................................................................................................................1
1.2...........................................................................................................................................Perum
usan Masalah....................................................................................................................2
1.3...........................................................................................................................................Tujuan
Penelitian..........................................................................................................................2
1.4...........................................................................................................................................Manfa
at Penelitian......................................................................................................................3
BAB II TINJAUAN PUSTAKA
2.1.Landasan Teori Pedagang Kaki Lima..............................................................................4
2.2.Diferensiasi Produk..........................................................................................................9
2.3.Inovasi Produk.................................................................................................................12
2.4.STP (Segmenting, Targeting, Positioning).......................................................................16
2.4.1.Segmenting.............................................................................................................16
2.4.2.Targeting.................................................................................................................17
2.4.3.Positioning..............................................................................................................17
2.5.Keunggulan Bersaing.......................................................................................................18
2.6.Orientasi Pasar.................................................................................................................20
2.7.Indikator Variabel Keunggulan Bersaing.........................................................................22
BAB III METODOLOGI PENELITIAN
3.1.Tujuan Penelitian ............................................................................................................23
3.2.Tempat dan Waktu Penelitian...........................................................................................23
3.3.Metode Penelitian............................................................................................................24
2

3.4.Teknik Pengumpulan Data...............................................................................................25

3.5.Pengolahan dan Analisis Data..........................................................................................25
3.6.Teknik Pemeriksaan Keabsahan Data..............................................................................26
BAB IV PEMBAHASAN
4.1.Deskripsi Perusahaan.......................................................................................................28
4.1.1.Sejarah Perusahaan................................................................................................28
4.1.2.Latar Belakang Perusahaan...................................................................................28
4.1.3.Profil Perusahaan...................................................................................................29
4.1.4.Visi dan Misi Perusahaan......................................................................................29
4.2.Deskripsi Produk..............................................................................................................30
4.2.1.Inovasi Produk.......................................................................................................30
4.2.2.Diferensiasi Produk...............................................................................................30
4.2.3.Analisis SWOT......................................................................................................30
4.2.4.Kepuasan Pelanggan..............................................................................................31
4.3.Analisis Pemasaran Produk..............................................................................................31
4.3.1.Strategi Pemasaran................................................................................................31
4.3.2.Waktu dan Lokasi Penjualan Produk.....................................................................32
4.3.3.Analisis STP (Segmenting, Targeting, Positioning)..............................................32
4.4.Analisis Inovasi Produk terhadap Strategi Bersaing........................................................33
4.5.Rencana Pengembangan Usaha.......................................................................................33
BAB V PENUTUP
5.1.Kesimpulan......................................................................................................................34
5.2.Saran................................................................................................................................35
DAFTAR PUSTAKA.............................................................................................................36

DAFTAR TABEL

Tabel 4.1.Profil Perusahaan Lumpia Basah Mas Miun..........................................................29

Tabel 4.2.Inovasi Produk Lumpia Basah Mas Miun..............................................................30
Tabel 4.3.Analisis SWOT Lumpia Basah Mas Miun.............................................................30