Pengaruh Lingkungan Eksternal Dan Orientasi Strategi Terhadap Kinerja Perusahaan (Studi Kasus pada IKM Batik Tulis di Pantura Jawa Tengah)

Abstract

Alignment between strategies with external environment determines the viability and performance of the company. Batik SMEs in the Northern Coast of Central Java have performance and good potential, but yet, these efforts does not applying good strategy moreover lack of obesevation to its surrounding environment. In addition, SMEs North Coast Batik in Central Java are also vulnerable to the impact of economic crisis, because SMEs were less able to adapt to external environmental conditions. This study examines the effect of external environment on performance of the companies and the influence of strategic orientation on firm performance. This study aims to identify and analyze the influence of external environment and the corporate strategy orientation on firm performance in SMEs Batik in Pantura Central Java. Samples were craftsman Pantura Batik in Central Java. As result, the sector external environment (competitors, suppliers, customers and government) had significant influence on performance of the company, included business continuity and development of its batik. Furthermore, strategic orientation (innovativeness, proactiveness, and risk-taking) in the batik business had strong influence on the development of their company's performance in each period. The batik craftsman in Northern Coast of Central Java have strong will to innovate, strong motivation to create different batik products, modify old products into new products to attract customers and prevent losses.