EFFECT OF ENTREPRENEURSHIP ORIENTATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE THROUGH COMPETITIVE ADVANTAGE
This study aims to analyze the effect of entrepreneurial orientation, market orientation, and competitive advantage on marketing performance; test the effect entrepreneurial orientation and market orientation towards marketing performance are mediated by competitive advantage. The sample in this stu...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Brawijaya
2021-05-01
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| Series: | Jurnal Aplikasi Manajemen |
| Subjects: | |
| Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/2158 |
| _version_ | 1830511465679814656 |
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| author | Cindera Fatikha Mintarti Rahayu Sumiati Sumiati |
| author_facet | Cindera Fatikha Mintarti Rahayu Sumiati Sumiati |
| author_sort | Cindera Fatikha |
| collection | DOAJ |
| description | This study aims to analyze the effect of entrepreneurial orientation, market orientation, and competitive advantage on marketing performance; test the effect entrepreneurial orientation and market orientation towards marketing performance are mediated by competitive advantage. The sample in this study was 132 owners from a population of 463 SMEs owners of Tempe chips. The sampling technique in this study used purposive sampling. Data analysis techniques using Partial Least Squares (PLS). The results showed that entrepreneurial orientation had a direct positive effect on marketing performance; market orientation has a direct positive effect on marketing performance; entrepreneurial orientation has a direct positive effect on competitive advantage; market orientation has a direct positive effect on competitive advantage; competitive advantage has a direct positive effect on marketing performance; entrepreneurial orientation has a positive effect on marketing performance through competitive advantage; Market orientation has a positive effect on marketing performance through competitive advantage. Competitive advantage acts as a partial mediating variable. |
| first_indexed | 2024-12-22T02:12:01Z |
| format | Article |
| id | doaj.art-1cbd6f5e2c8b409c9a988a7f90a2789a |
| institution | Directory Open Access Journal |
| issn | 1693-5241 2302-6332 |
| language | English |
| last_indexed | 2024-12-22T02:12:01Z |
| publishDate | 2021-05-01 |
| publisher | University of Brawijaya |
| record_format | Article |
| series | Jurnal Aplikasi Manajemen |
| spelling | doaj.art-1cbd6f5e2c8b409c9a988a7f90a2789a2022-12-21T18:42:22ZengUniversity of BrawijayaJurnal Aplikasi Manajemen1693-52412302-63322021-05-0119210.21776/ub.jam.2021.019.02.201282EFFECT OF ENTREPRENEURSHIP ORIENTATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE THROUGH COMPETITIVE ADVANTAGECindera Fatikha0Mintarti Rahayu1Sumiati Sumiati2Master of Management, Faculty of Economics and Business, Universitas Brawijaya, IndonesiaFaculty of Economics and Business, Universitas Brawijaya, IndonesiaFaculty of Economics and Business, Universitas Brawijaya, IndonesiaThis study aims to analyze the effect of entrepreneurial orientation, market orientation, and competitive advantage on marketing performance; test the effect entrepreneurial orientation and market orientation towards marketing performance are mediated by competitive advantage. The sample in this study was 132 owners from a population of 463 SMEs owners of Tempe chips. The sampling technique in this study used purposive sampling. Data analysis techniques using Partial Least Squares (PLS). The results showed that entrepreneurial orientation had a direct positive effect on marketing performance; market orientation has a direct positive effect on marketing performance; entrepreneurial orientation has a direct positive effect on competitive advantage; market orientation has a direct positive effect on competitive advantage; competitive advantage has a direct positive effect on marketing performance; entrepreneurial orientation has a positive effect on marketing performance through competitive advantage; Market orientation has a positive effect on marketing performance through competitive advantage. Competitive advantage acts as a partial mediating variable.https://jurnaljam.ub.ac.id/index.php/jam/article/view/2158competitive advantagemarket orientationmarketing performanceentrepreneurship orientation |
| spellingShingle | Cindera Fatikha Mintarti Rahayu Sumiati Sumiati EFFECT OF ENTREPRENEURSHIP ORIENTATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE THROUGH COMPETITIVE ADVANTAGE Jurnal Aplikasi Manajemen competitive advantage market orientation marketing performance entrepreneurship orientation |
| title | EFFECT OF ENTREPRENEURSHIP ORIENTATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE THROUGH COMPETITIVE ADVANTAGE |
| title_full | EFFECT OF ENTREPRENEURSHIP ORIENTATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE THROUGH COMPETITIVE ADVANTAGE |
| title_fullStr | EFFECT OF ENTREPRENEURSHIP ORIENTATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE THROUGH COMPETITIVE ADVANTAGE |
| title_full_unstemmed | EFFECT OF ENTREPRENEURSHIP ORIENTATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE THROUGH COMPETITIVE ADVANTAGE |
| title_short | EFFECT OF ENTREPRENEURSHIP ORIENTATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE THROUGH COMPETITIVE ADVANTAGE |
| title_sort | effect of entrepreneurship orientation and market orientation on marketing performance through competitive advantage |
| topic | competitive advantage market orientation marketing performance entrepreneurship orientation |
| url | https://jurnaljam.ub.ac.id/index.php/jam/article/view/2158 |
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