scholarly journals ORIENTASI KEWIRAUSAHAAN, INOVASI PRODUK, DAN MEDIA SOSIAL TERHADAP KINERJA PEMASARAN DENGAN KEUNGGULAN BERSAING SEBAGAI INTERVENING PADA UKM DI KOTA JAMBI

2021 ◽  
Vol 10 (01) ◽  
pp. 1-15
Author(s):  
Yosi Fadhillah ◽  
Syahmardi Yacob ◽  
Tona Aurora Lubis
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Entrepreneurial Orientation ◽  
Product Innovation ◽  
Analytical Tool ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Direct Influence ◽  
Marketing Performance ◽  
Marketing Social

  ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh orientasi kewirausahaan, inovasi produk, dan media sosial terhadap kinerja pemasaran melalui keunggulan bersaing pada UKM di Kota Jambi. Pengumpulan data dilakukan dengan survei menggunakan kuesioner yang diberikan kepada 100 UKM di Kota Jambi. Alat analisis yang digunakan adalah Smart PLS 3. Hasil penelitian menunjukkan bahwa pengaruh langsung, Orientasi Kewirausahaan tidak berpengaruh terhadap keunggulan bersaing, inovasi produk berpengaruh terhadap keunggulan bersaing, media sosial berpengaruh terhadap keunggulan bersaing, orientasi kewirausahaan berpengaruh terhadap kinerja pemasaran, keunggulan bersaing berpengaruh terhadap kinerja pemasaran, Media Sosial berpengaruh terhadap Kinerja Pemasaran pada UKM di Kota Jambi dan kesimpulan dari pengaruh mediasi penelitian ini adalah keunggulan bersaing memiliki pengaruh mediasi terhadap variabel inovasi produk dan media sosial, sedangkan untuk variabel orientasi kewirausahaan tidak terdapat pengaruh mediasi. Kata kunci : Orientasi Kewirausahaan; Inovasi Produk; Media Sosial; Keunggulan Kompetitif; dan Kinerja Pemasaran   ABSTRACT The purpose of this study was to determine the effect of entrepreneurial orientation, product innovation, and social media on marketing performance through competitive advantage in SMEs in Jambi City. Data collection was carried out by survey using a questionnaire given to 100 SMEs in Jambi City. The analytical tool used is Smart PLS 3.The results show that direct influence, entrepreneurial orientation has no effect on competitive advantage, product innovation affects competitive advantage, social media affects competitive advantage, entrepreneurial orientation affects marketing performance, competitive advantage affects performance Marketing, Social Media has an effect on Marketing Performance in SMEs in Jambi City and the conclusion of the mediation effect of this study is that competitive advantage has a mediating effect on product innovation and social media variables, while for entrepreneurial orientation variables there is no mediation effect Keywords : Entrepreneurship Orientation; Product Innovation; Social Media; Competitive Advantage; and Marketing Performanc

scholarly journals COMPETITIVE ADVANTAGE TO MEDIATE THE INFLUENCE OF PRODUCT INNOVATION AND ENTREPRENEURIAL ORIENTATION ON MARKETING PERFORMANCE IN SMALL AND MEDIUM INDUSTRY

2021 ◽  
Vol 19 (2) ◽  
pp. 413-423
Author(s):  
Raiza Nora Dahana ◽  
◽  
Nur Khusniyah Indrawati ◽  
Mugiono Mugiono ◽  
◽  
...  
Keyword(s):  
Data Analysis ◽  
Competitive Advantage ◽  
Entrepreneurial Orientation ◽  
Product Innovation ◽  
Performance Test ◽  
Sampling Technique ◽  
Analysis Techniques ◽  
Marketing Performance ◽  
Small And Medium Industry ◽  
Positive Effect

This study aims to analyze the effect of product innovation, entrepreneurial orientation, and competitive advantage on marketing performance; test the effect of product innovation and entrepreneurial orientation towards marketing performance through competitive advantage as a mediation variable. The sample in this study was 69 owners of small and medium industries bakery in Ponorogo Residence who had made innovations on their products. The sampling technique in this study uses total sampling. Data analysis techniques used the approach Partial Least Squares (PLS). The results found that product innovation has a direct positive effect on marketing performance, entrepreneurial orientation has a direct positive effect on marketing performance, product innovation has a direct positive effect on competitive advantage, entrepreneurial orientation has a direct positive effect on competitive advantage, competitive advantage has a direct positive effect on marketing performance, product innovation has a positive effect on marketing performance through competitive advantage, and entrepreneurial orientation has a positive effect on marketing performance through competitive advantage. Competitive advantage acts as a partial mediating variable.

scholarly journals The Influence of Product Innovation, Marketing Strategy, and Entrepreneurship Orientation on Sharia Hotel Marketing Performance in the Covid-19 Pandemic Period with Competitive Advantage as an Intervening Variable

2021 ◽  
Vol 2 (9) ◽  
pp. 605-619
Author(s):  
Bolot Wiji Prasetiyo ◽  
Imanda Firmantyas Putri Pertiwi
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Analytical Method ◽  
Entrepreneurial Orientation ◽  
Product Innovation ◽  
Quantitative Research ◽  
Primary Data ◽  
Analysis Method ◽  
Marketing Performance ◽  
Hotel Marketing

This study aims to determine the effect of product innovation, marketing strategy, entrepreneurial orientation on the marketing performance of sharia hotels during the Covid-19 pandemic with competitive advantage as an intervening variable. This research is a type of quantitative research and the data used are primary data. The population in this study were employees of Hotel Arini Syariah Solo, Hotel Anuggrah Syariah Boyolali, and Oemah Djari Hotel Syariah Salatiga. The sample in this study amounted to 30 respondents, namely employees who work in the marketing division and employees related to Islamic hotel marketing. The analytical method used is the Path Analysis method with the help of the SPSS-21 program tool. The results of this study are product innovation, marketing strategy, entrepreneurial orientation, and competitive advantage have no effect on the marketing performance of sharia hotels during the Covid-19 pandemic. Marketing strategy has a positive and significant impact on the competitive advantage of sharia hotels. Product innovation and entrepreneurial orientation have no effect on competitive advantage. Competitive advantage cannot mediate the influence of product innovation, marketing strategy, and entrepreneurial orientation on marketing performance

scholarly journals PENGARUH ORIENTASI PASAR DAN INOVASI PRODUK TERHADAP KEUNGGULAN BERSAING DAN KINERJA PEMASARAN PENGOLAHAN RUMPUT LAUT DI WAKATOBI

2020 ◽  
Vol 5 (2) ◽  
pp. 211-227
Author(s):  
Oktavinus Oktavinus ◽  
Sudirman Zaid ◽  
Hayat Yusuf
Keyword(s):  
Competitive Advantage ◽  
Path Analysis ◽  
Market Orientation ◽  
Product Innovation ◽  
Direct Influence ◽  
Marketing Performance ◽  
Indirect Influence ◽  
Analysis Tools ◽  
Inferential Analysis ◽  
Farmer Groups

The purpose of this study was to find out and analyze the influence of market orientation and product innovation on competitive advantage and the performance of marketing seaweed processing in Wakatobi. The variables of this study are market orientation, product innovation, competitive advantage and marketing performance. The population of this study was seaweed farmer groups with the number of respondents 48. The analysis used was descriptive and inferential analysis with the help of path analysis tools. The results of this study indicate that the direct influence of market orientation, product innovation and competitive advantage has a positive and significant effect on the performance of seaweed processing marketing in Wakatobi. While the indirect influence of market orientation and product innovation on marketing performance through competitive advantage plays a role in pseudo mediating.Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh orientasi pasar dan inovasi produk terhadap keunggulan bersaing dan kinerja pemasaran pengolahan rumput laut di Wakatobi. Variabel penelitian ini adalah orientasi pasar, inovasi produk, keunggulan bersaing dan kinerja pemasaran. Populasi penelitian ini adalah kelompok petani rumput laut dengan jumlah  responden 48. Analisis yang digunakan adalah analisis deskriptif dan inferensial dengan bantuan alat analisis jalur. Hasil penelitian ini menunjukkan bahwa pengaruh langsung  orientasi pasar, inovasi produk dan keunggulan bersaing berpengaruh positif dan signifikan terhadap kinerja pemasaran pengolahan rumput laut di Wakatobi. Sedangkan pengaruh tidak langsung orientasi pasar dan inovasi produk terhadap kinerja pemasaran melalui keunggulan bersaing berperan dalam memediasi semu.

scholarly journals The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance

2022 ◽  
Vol 6 (1) ◽  
pp. 9-16 ◽  
Author(s):  
Khamaludin Khamaludin ◽  
Syahriani Syam ◽  
Febri Rismaningsih ◽  
Lusiani Lusiani ◽  
Lily Arlianti ◽  
...  
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Market Orientation ◽  
Product Innovation ◽  
Structural Equation ◽  
Quantitative Methods ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Snowball Sampling ◽  
Marketing Performance

The purpose of this study is to analyze the influence of social media marketing, product innovation, market orientation on marketing performance. The study uses quantitative methods and data analysis techniques are based on Structural Equation Modeling using SmartPLS 3.0 software. The sample selection method uses the snowball sampling method. Online questionnaires are sent to 320 SMEs in Banten Province, where 300 responses are used. The results of data analysis show that social media marketing has a significant effect on marketing performance, product innovation has a significant effect on marketing performance and market orientation has a significant effect on marketing performance.

scholarly journals EFFECT OF ENTREPRENEURSHIP ORIENTATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE THROUGH COMPETITIVE ADVANTAGE

2021 ◽  
Vol 19 (2) ◽  
pp. 448-458
Author(s):  
Cindera Fatikha ◽  
◽  
Mintarti Rahayu ◽  
Sumiati Sumiati ◽  
◽  
...  
Keyword(s):  
Data Analysis ◽  
Competitive Advantage ◽  
Least Squares ◽  
Market Orientation ◽  
Entrepreneurial Orientation ◽  
Performance Test ◽  
Sampling Technique ◽  
Analysis Techniques ◽  
Marketing Performance ◽  
Positive Effect

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.

scholarly journals Efforts to Increase Marketing Performance of Small and Medium Enterprises in Central Java, Indonesia

2020 ◽  
Vol 4 (1) ◽  
pp. 11-19
Author(s):  
Mudiantono Soekirman ◽  
Fajar Ayu Suryani
Keyword(s):  
Competitive Advantage ◽  
Entrepreneurial Orientation ◽  
Small Businesses ◽  
Structural Equation ◽  
Small And Medium Enterprises ◽  
Distribution Channel ◽  
Equation Model ◽  
Marketing Performance ◽  
Central Java ◽  
Medium Enterprises

Business competition in the current era of globalization requires companies to have a strategy to win the market. Strategic management has an important role for the survival of the company. The existence of such competition is also felt by small businesses such as Small and Medium Enterprises (SMEs). The increase in the number of SME units in Central Java was not followed by an increase in average sales of SMEs. This study aims to analyze the effect of distribution channel, ERP implementation and entrepreneurial orientation on marketing performance with competitive advantage as an intervening variable. The population in this study were small and medium enterprises owners in Central Java. Six hypothesis were formulated for this study. To test those hypothesis, this study used 104 respondent. Structural Equation Model (SEM) was applied to this study using AMOS 24  as a tool. The results of this study shows that competitive advantage is the most variable in influencing the marketing performance, while this  competititve advantage has entrepreneurial orientation as highest variable in influencing it. This study suggests that if SMEs want to increase their marketing performance, they must increase  their competitive advantage. This competitive advantage can be increase by increasing the entrepreneurial orientation.

scholarly journals Pengaruh Orientasi Kewirausahaan, Kinerja Pemasaran, dan Kapabilitas TIK Terhadap Keunggulan Bersaing Pada Pelaku UMKM di Sentra Industri Sepatu Cibaduyut Kota Bandung

2021 ◽  
Vol 4 (2) ◽  
pp. 120-127
Author(s):  
Mochammad Rifky Pamungkas ◽  
Muhamad Rizal ◽  
Ria Arifianti ◽  
Asmaul Husna
Keyword(s):  
Competitive Advantage ◽  
Entrepreneurial Orientation ◽  
Structural Equation ◽  
Small And Medium Enterprises ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Marketing Performance ◽  
Industry Center ◽  
Medium Enterprises

Covid-19 penetrates into Indonesia to have an impact on Business, Micro, Small and Medium Enterprises (MSMEs). One of the MSMEs affected by the Covid-19 pandemic is the Cibaduyut Shoe Industry Center. This has an impact on business, marketing, information and the competitiveness of MSME players in Cibaduyut. So the research objective is to find and determine the effect of entrepreneurial orientation, marketing performance, and ICT capabilities on competitive advantage. The research method used is quantitative with the research sample being SMEs in Cibaduyut and analysis using Structural Equation Modeling-Partial Least Square. While the results of the study provide results for the greatest influence on the ICT capability variable of 44.9%. The conclusion in this study is that the entrepreneurial orientation variable and marketing performance do not have a significant effect on competitive advantage, while the ICT capability variable has a significant effect.

scholarly journals Relationship between Corporate Social Responsibility and Marketing Performance: The Mediating Effect of Customer Value and Corporate Image

2017 ◽  
Vol 10 (2) ◽  
pp. 104 ◽  
Author(s):  
Laith Salman Alrubaiee ◽  
Sami Aladwan ◽  
Mahmoud Hussein Abu Joma ◽  
Wael Mohamed Idris ◽  
Saja Khater
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Customer Value ◽  
Hospital Performance ◽  
Corporate Image ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Marketing Performance ◽  
Positive Direct ◽  
Corporate Social

Although Corporate Social Responsibility, Customer Value, Corporate Image and Marketing Performance have become attractive research topics in the business literature, not much is known about their interrelationships. Hence Prior research has examined the relationships within subsets of these concepts. Therefore, this study aims to address this gap by developing a causal model incorporating these concepts to investigate the relationships among them in the context of hospitals. However, main objective of the study is to investigate the mediating effect of Customer Value and Corporate Image on the relationship between Corporate Social Responsibility and Marketing Performance. The proposed model was tested on data were obtain through survey conducted on managers and consultant physicians of private Jordanian hospitals in Amman. A structural equation model analysis was conducted using AMOS 22.0 and PLS 7.0 to verify the reliability and validity of the multi-item scales and to test the hypothesized relationships. However, the results indicate a positive direct effect of Corporate Social Responsibility on Customer Value, Corporate Image and Marketing Performance. Result also indicates a positive directs effect of Customer Value on Corporate Image as well as Marketing Performance. Findings also indicate that Corporate Image has positive direct effects on Marketing Performance. Furthermore, result indicates a partial mediation effect of corporate image and customer value. However, Findings indicate that Corporate Social Responsibility did enhance hospital performance, yet this effect was direct and indirect .Thus, the result positions customer value and corporate image as the primary mechanism through which the beneficial effects of Corporate Social Responsibility are realized. The study concludes with a discussion of the research and managerial implications of these findings.

scholarly journals The Mediating Effect of Supplier Relationship Management on CSR and Marketing Performance Relationship

2019 ◽  
Vol 3 (1) ◽  
pp. 1
Author(s):  
Kwamena Minta Nyarku ◽  
Stephen Oduro
Keyword(s):  
Structural Equation ◽  
Positive Relationship ◽  
Relationship Management ◽  
Partial Least Square ◽  
Least Square ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Supplier Relationship Management ◽  
Marketing Performance ◽  
Supplier Relationship

The study sought to examine the mediating outcome of supplier relationship management (SRM) on the CSR and marketing performance (MP) relationship. The study was descriptive, quantitative in nature with a questionnaire as its main data collection instrument. A purposive sampling approach was employed to select 317 owners/managers of the manufacturing firms. Data collected was analyzed using Structural Equation Model–Partial Least Square statistical software. The study proposed two models; model 1 without mediation effect and model 2 with mediation effect. The results revealed a direct significant positive relationship between CSR and MP and CSR and SRM; including a direct positive relationship between SRM and MP. However, the direct link between CSR and MP was not supported, when the mediating variable was included; but shows that SRM fully mediates the CSR and MP tie. The effect of SRM explains the effect of CSR on MP. Appearing to be the first study to examine the mediation role of supplier relationship management, this study discovered the novel path through which CSR is linked to a company’s marketing performance, as well as key CSR engagements that can enhance supplier relationship management and marketing performance.

scholarly journals Orientasi Kewirausahaan dan Inovasi Produk pada Masa Pandemi Covid-19 terhadap Kinerja Pemasaran UMKM di Kota Tangerang

2021 ◽  
Vol 4 (2) ◽  
pp. 125-141
Author(s):  
Humairoh Humairoh ◽  
Suharyadi Suharyadi ◽  
Suharyadi Suharyadi ◽  
Edi Rahmat Taufik ◽  
Edi Rahmat Taufik
Keyword(s):  
Entrepreneurial Orientation ◽  
Product Innovation ◽  
Business Owners ◽  
Research Data ◽  
Survival Strategy ◽  
Online Technology ◽  
Marketing Performance ◽  
Analysis Technique ◽  
Spss Software

The Tangerang City convection MSMEs experienced a shock from a decline in demand due to economic instability caused by the Covid-19 pandemic. Tangerang City MSMEs need a survival strategy to be able to maintain their business in the midst of the Covid-19 pandemic. However, the MSMEs of Tangerang City are still experiencing obstacles in their entrepreneurial orientation and product innovation. The purpose of this study was to analyze the effect of entrepreneurial orientation and product innovation on the marketing performance of MSMEs in Tangerang City. The sample is 100 respondents. The research data was obtained by distributing questionnaires to the MSMEs business actors in Tangerang City. The data analysis technique used regression analysis with the help of SPSS software version 22. This study resulted in both partial and simultaneous entrepreneurial orientation and product innovation having a positive and significant effect on marketing performance. This study found that to improve marketing performance, business owners are responsible for finding solutions to obstacles that occur, proactively see opportunities by innovating to create new products to meet the needs of existing customers and new consumers, seek innovation ideas by listening to consumer desires and making products. that has distinctive characteristics, to continue to innovate and improve the quality of the products produced, and to increase business targets and expand product marketing so as to increase profits. The implication of this research is that MSMEs have to use online technology, namely social media and e-commerce market places in order to reach wider consumers, innovate in design and style so as to increase business profits. 

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