Pengaruh orientasi kewirausahaan dan Orientasi Pasar Terhadap Kinera Pemasaran Melalui Keunggulan Bersaing sebagai Variabel Intervening
DOI:
https://doi.org/10.31949/entrepreneur.v4i2.5756Abstrak
The problem in this study is the large number of MSMEs today which causes business continuity to experience a high level of competition, especially MSMEs that produce similar products. Like other MSMEs, almost all MSMEs in Kuningan Regency have also experienced ups and downs, this shows that the marketing performance of these business actors has not been optimal. This study aims to examine and analyze the influence of entrepreneurial orientation and market orientation on marketing performance. To examine and analyze the influence of entrepreneurial orientation and market orientation on competitive advantage. To review and analyze competitive advantages affecting marketing performance. To examine and analyze whether competitive advantage can mediate the influence of entrepreneurial orientation on marketing performance. To examine and analyze whether competitive advantage can mediate the influence of market orientation on marketing performance. This research was carried out on MSMEs in Kuningan Regency which were fostered by the Trade and Industry SME Cooperative Office of Kuningan Regency as many as 53,771 MSMEs, a sample of 140 MSMEs. The results of the data analysis resulted in conclusions: 1) entrepreneurial orientation has a positive and significant effect on marketing performance. 2) Market orientation has a positive and significant effect on marketing performance. 3) Entrepreneurial orientation has a positive and significant effect on competitive advantage. 4) Market orientation has a positive but not significant effect on competitive advantage. 5) Competitive advantage has a positive but not significant effect on marketing performance. 6) the absence of the influence of entrepreneurial orientation on marketing performance through competitive advantage. 7) the absence of market orientation influence on marketing performance through competitive advantage.
Kata Kunci:
entrepreneurial orientation, market orientation, marketing performance, competitive advantage.Unduhan
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