THE INFLUENCE OF ENTREPRENEURIAL ORIENTATION AND MARKETING CAPACITY OF TOURISM VILLAGES ON HOMESTAY BUSINESS PERFORMANCE THROUGH ENTREPRENEURIAL COMPETENCE AROUND THE LAKE TOBA DESTINATION

Abstract

The purpose of this study is to analyze the influence of Entrepreneurial Orientation and Tourism Village Marketing Capacity on Homestay Business Performance through Entrepreneurial Competence around the Lake Toba Destination. The research method uses quantitative descriptive and explanatory research characteristics. The data collected in this study are primary and secondary data, through data collection instruments such as questionnaires, observation, and documentation studies. The sample in this study consisted of 192 respondents. This study uses quantitative data, with data analysis techniques including descriptive statistical analysis and Inferential Statistical Analysis-Partial Least Square (PLS). The results of the tests show that Entrepreneurial orientation has a positive and significant effect on homestay business performance. Tourism village marketing capacity has a positive and significant effect on homestay business performance. Entrepreneurial orientation has a positive and significant effect on entrepreneurial competence. Tourism village marketing capacity has a positive and significant effect on entrepreneurial competence. Competence has a positive and significant effect on business performance. Competitive advantage has a positive and significant effect on business performance. Entrepreneurial orientation positively and significantly affects business performance through entrepreneurial competence. Tourism village marketing capacity positively and significantly affects business performance through competence around the Lake Toba Destination.