scholarly journals STRATEGIES FOR IMPROVING MARKETING PERFORMANCE WITH RED OCEAN THEORY

2018 ◽  
Author(s):  
Bun Norikun
Keyword(s):  
Competitive Advantage ◽  
Market Orientation ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Competitive Market ◽  
Marketing Performance ◽  
Equation Modelling ◽  
Job Opportunities ◽  
Strategy Variables ◽  
Small And Medium Business

This research analyzes the work of marketing in Convection Business in Kudus Disctrict,particularly in the competitiveness of its Micro, Small and Medium business (UKM). UKM does serve animportant role in economy development, since it provides job opportunities, as well as opens new field ofjobs. It is particularly true in Convection Business UKM, because it has a very competitive market or redocean (already existed in the market). This research tries to analyze how various strategy variables,which are innovation abilities, market orientation, and entrepreneurship orientation through competitiveadvantage can significatly improve marketing performance in Convection Business in Kudus District. Theresearch collects the samples from 194 Convection business users in Kudus District. This research basesits analysis using Structural Equation Modelling (SEM). It gets a conclusion that innovation abilities,market orientation, entrepreneurship orientation and competitive advantage do give direct contributiontoward marketing performance, while innovation abilities, market orientation and entrepreneurshiporientation through competitive advantage do give indirect contribution toward marketing performance

scholarly journals STRATEGIES FOR IMPROVING MARKETING PERFORMANCE WITH RED OCEAN THEORY

2018 ◽  
Author(s):  
Bun Norikun
Keyword(s):  
Competitive Advantage ◽  
Market Orientation ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Competitive Market ◽  
Marketing Performance ◽  
Equation Modelling ◽  
Job Opportunities ◽  
Strategy Variables ◽  
Small And Medium Business

This research analyzes the work of marketing in Convection Business in Kudus Disctrict,particularly in the competitiveness of its Micro, Small and Medium business (UKM). UKM does serve animportant role in economy development, since it provides job opportunities, as well as opens new field ofjobs. It is particularly true in Convection Business UKM, because it has a very competitive market or redocean (already existed in the market). This research tries to analyze how various strategy variables,which are innovation abilities, market orientation, and entrepreneurship orientation through competitiveadvantage can significatly improve marketing performance in Convection Business in Kudus District. Theresearch collects the samples from 194 Convection business users in Kudus District. This research basesits analysis using Structural Equation Modelling (SEM). It gets a conclusion that innovation abilities,market orientation, entrepreneurship orientation and competitive advantage do give direct contributiontoward marketing performance, while innovation abilities, market orientation and entrepreneurshiporientation through competitive advantage do give indirect contribution toward marketing performance

scholarly journals Marketing performance of bread and cake small and medium business with competitive advantage as moderating variable

2021 ◽  
pp. 1421-1428 ◽  
Author(s):  
Muhartini Salim ◽  
Fachri Eka Saputra ◽  
Rina Suthia Hayu ◽  
Muhammad Rahman Febliansa
Keyword(s):  
Competitive Advantage ◽  
Market Orientation ◽  
Product Innovation ◽  
Structural Equation ◽  
Equation Model ◽  
Partial Least Square ◽  
Least Square ◽  
Theoretical Development ◽  
Marketing Performance ◽  
Small And Medium Business

Small and Medium Business (UKM) of bread and cake can develop and encounter business competition if they are concerned greatly with their marketing performance. The purpose of this study was to determine: 1. The effect of market orientation and product innovation on marketing performance of Bread and Cake UKMs. 2.The moderating effect of competitive ad-vantage, strengthens or weakens, of market orientation and product innovation on the marketing performance of Bread and Cake UKMs partially. Data were obtained through offline questionnaire distribution to 80 respondents. The respondents were the business owners and employees of Bread and Cake UKMs in Bengkulu, Indonesia. The data analysis used in this research was Structural Equation Model (SEM) which was operated through the Partial Least Square (PLS) program, SmartPLS 3.2.9. The result indicated that market orientation and product innovation partially influenced marketing performance. Competitive advantage partially moderated (strengthens) the effect of market orientation and product innovation on marketing performance. This research contributes to the theoretical development of competitive advantage which moderates the effect of market orientation and product innovation partially on marketing performance. The study also helps to find the strategy to increase the marketing performance of Bread and Cake UKMs in Bengkulu, Indonesia.

scholarly journals The Role Of Relationship Learning As The Mediator Of The Market Orientation Impact Toward Competitive Advantage And Marketing Performance Of The Furniture Companies In Java Island

2013 ◽  
Vol 9 (1) ◽  
Author(s):  
Oscarius Y.A Wijaya
Keyword(s):  
Competitive Advantage ◽  
Market Orientation ◽  
Structural Equation ◽  
Bilateral Trade ◽  
Dominant Role ◽  
Equation Model ◽  
Analysis Tool ◽  
Island Region ◽  
Reciprocal Effect ◽  
Marketing Performance

Relationship learnings is the main essential requirement to create company’s innovation power to enhance its competitive advantage. The relationship learning of furniture compa-nies in Indonesia has been considered in low level compared to China and other Asian countries. This also has a significant effect toward marketing performance in term of bilateral trade relationship between Indonesia and China. The link phenomenon of market orientation with the awareness about relationship behavior of furnitures companies in China has much more dominant role to win the competition. The connection or network (Guan Xi - 关系) has been used to maintain business relation amongst furniture companies in China for information sharing from academicians, suppliers and even competitors. Apparently, furnitures companies Indonesia haven’t got used to it. Companies here are less paying atten-tion on this remarkable source to generate a new innovation or design, even making market surveys to support innovation capability.  The purpose of this research is to analize the followings, (1). The effect of market orientation toward relationship learnings, (2). The effect of market orientation toward competitive advantage, (3). The effect of relationship learning toward competitive advantage, (4). The effect of market orientation toward marke-ting performance, (5). The effect of relationship learning toward marketing performance, (6). The effect of competitive advantage toward marketing performance of furnitures com-panies in Java island region.The research objects are all furniture companies in Java island region which consists of Surabaya, Semarang, Bandung and Jabodetabek with total number about 830 companies, with furniture company as analysis unit. 90 companies were being taken for the samples. This research has using SEM (Structural Equation Model) as the analysis tool to estimate the reciprocal effect by involving interverning variable. The analysis’ results showing that the market orientation has a possitive effect to marke-ting performance of furnitures companies in Java island region thru relationship learning.Keyword: market orientation, relationship learnings, competitive advantage, marketing performance

scholarly journals The Influence of Market Orientation, Learning Orientation, Innovation and Competitive Advantage to Improve Marketing Performance

2018 ◽  
Vol 7 (4) ◽  
pp. 458-468
Author(s):  
Novi Nurhasanah ◽  
Murwatiningsih Murwatiningsih
Keyword(s):  
Structural Equation Modeling ◽  
Data Analysis ◽  
Competitive Advantage ◽  
Market Orientation ◽  
Structural Equation ◽  
Sampling Technique ◽  
Equation Modeling ◽  
Learning Orientation ◽  
Marketing Performance ◽  
Research Show

The study is aimed at examining the effect of market orientation, learning orientation, innovation and competitive advantage on marketing performance. Populations in this research are 41 which 3, 4, and 5 star-rated hotels in Semarang City. The numbers of samples in this research are 120 respondents by using purposive sampling technique. Methods of data collection are using documentation and questionnaires. Data analysis is using Structural Equation Modeling (SEM). The result of this research show that companies which apply learning orientation, innovation and competitive advantage can improve marketing performance, but for market orientation has no effect on marketing performance.

scholarly journals Antecedents of corporate entrepreneurship

2012 ◽  
Vol 43 (3) ◽  
pp. 65-78 ◽  
Author(s):  
R. Van Wyk ◽  
M. Adonisi
Keyword(s):  
Job Satisfaction ◽  
Market Orientation ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Corporate Entrepreneurship ◽  
Assessment Instrument ◽  
Entrepreneurial Culture ◽  
Equation Modelling ◽  
Research Gap ◽  
Organisational Factors

Businesses should strive to identify and nurture internal organisational factors that cultivate a dynamic entrepreneurial culture. This paper scrutinizes the contribution of the internal organisational factors, measured by market orientation, flexibility and job satisfaction, to intrapreneurship, as measured by the Corporate Entrepreneurship Assessment Instrument (CEAI). Information from a sample of 333 managers explores the relationships of corporate entrepreneurship with different work variables by means of Product-Moment Correlation, Multiple Regression Analyses and Structural Equation Modelling. Structural Equation Modelling confirms that four of the corporate entrepreneurship factors were predicted reasonably well by means of the market orientation, flexibility and job satisfaction sub-scales. The article attempts to fill the research gap of identifying which market orientation, flexibility and job satisfaction factors play an important role in facilitating corporate entrepreneurial actions.

scholarly journals Market Orientation, Competitive Advantage and Marketing Performance of Small Medium Enterprises (SMEs)

2020 ◽  
Vol 23 (1) ◽  
pp. 19
Author(s):  
Astrid Puspaningrum
Keyword(s):  
Competitive Advantage ◽  
Market Orientation ◽  
Structural Equation ◽  
Customer Orientation ◽  
Small And Medium Enterprises ◽  
Equation Modeling ◽  
Marketing Performance ◽  
Competitive Prices ◽  
Competitor Orientation ◽  
Medium Enterprises

This study aims to analyze competitive advantage as a variable that mediates the effect of market orientation on marketing performance. This research population is 113,000 SMEs (Small And Medium Enterprises) located in Malang City, which are engaged in food processing, handicrafts, and clothing business units with an observation sample of 100 SMEs. The data analysis technique used in this study is Structural Equation Modeling. The results of this study indicate that SMEs' performance will increase if they can carry out processes and activities related to creating and satisfying customer needs. Besides, market-oriented SMEs contribute to competitive advantage by creating product uniqueness, product quality, and competitive prices, ultimately affecting the performance of SMEs. In order to improve SMEs' performance, efforts must be made to develop marketing strategies, such as paying attention to market orientation, focusing on customer orientation, competitor orientation, and inter-functional coordination, and developing or innovating new products.

scholarly journals PENGARUH NILAI CUSTOMERS VALUE DAN CUSTOMER SATISFICATION TERHADAP CITRA BRAND IMAGE

2018 ◽  
Vol 6 (2) ◽  
pp. 14
Author(s):  
Bambang Triputranto
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Competitive Advantage ◽  
Structural Equation Modelling ◽  
Customer Value ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modelling ◽  
Confirmatory Factor

Rendahnya keunggulan bersaing (Competitive Advantage) merupakan masalah yang dihadapi oleh Politeknik Pos Indonesia, dikarenakan Brand Image-nya, dapat dilihat dari peringkat Politeknik yang dikeluarkan oleh TeSCA. Brand Image merupakan masalah penting untuk diteliti karena berkaitan dengan kepercayaan stakeholder pada merek tersebut. Customers Value dan Customers Satisfication adalah solusi yang dapat menyelesaikan permasalahan Brand Image dan merupakan variable yang akan diteliti dalam tesis ini, dengan menggunakan metode analisis SEM dan jumlah sample sebanyak 350 Mahasiswa. Metode penelitian kualitatif (Deskriptif dan Verifikatif) yang akan digunakan dalam penelitian ini. Untuk menguji validitas dan reabilitas dilakukan pengukuran model dengan Confirmatory Factor analysis (CFA) sedangkan teknis analisa data menggunakan Structural Equation Modelling (SEM). Hasil penelitian menujukan terdapat pengaruh Customers Value, dengan mediasi Customers Satisfication berpengaruh terhadap Brand Image Politeknik Pos Indonesia, diperoleh hasil output berupa t-value sebesar 12,11. Hasil t-value yang ditunjukkan oleh hipotesis 3 adalah lebih besar dari 1.96, maka dapat disimpulkan bahwa variabel customer value berpengaruh positif terhadap brand image secara signifikan dengan mediasi Customers Satisfication dari mahasiswa, maka disimpulkan bahwa semakin tinggi customer value dengan Customers Satisfication yang dirasakan mahasiswa, maka brand image akan semakin baik pula.

scholarly journals Peningkatan Kinerja Pemasaran UMKM Pariwisata melalui Orientasi Pasar dan Strategi Competitive Advantage bagi Pemulihan Sektor Pariwisata di Kabupaten Toba Indonesia

2021 ◽  
Vol 1 ◽  
pp. 47-57
Author(s):  
Rut Juni Grace Silalahi ◽  
Mariana Simanjuntak
Keyword(s):  
Competitive Advantage ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Equation Modelling

Penelitian ini bertujuan untuk mengetahui variabel yang mempengaruhi peningkatan kinerja pemasaran UMKM Pariwisata menggunakan strategi competitive advantage. Penelitian ini dapat menjadi salah satu rekomendasi kepada pelaku UMKM Pariwisata dan pemerintah untuk meningkatkan kinerja pemasaran UMKM khususnya bagi pemulihan sektor pariwisata. Pemilihan variabel diperoleh melalui wawancara terhadap pelaku UMKM dan studi literatur. Variabel penelitian terdiri dari orientasi pasar (X1), orientasi kewirausahaan (X2), lingkungan (X3), strategi competitive advantage (Y1) dan kinerja pemasaran (Y2). Sampel penelitian menggunakan 100 pelaku UMKM Pariwisata. Metode yang digunakan adalah SEM (Structural Equation Modelling) dengan pendekatan PLS Versi 3. Hasil nilai R square menunjukkan bahwa pengaruh orientasi pasar, orientasi kewirausahaan, dan lingkungan terhadap kinerja pemasaran sebesar 76,1%. Pengaruh orientasi pasar, orientasi kewirausahaan, dan lingkungan terhadap strategi competitive advantage sebesar 74,8%. Hipotesis menunjukkan bahwa orientasi pasar dan strategi competitive advantage berpengaruh positif dan signifikan terhadap peningkatan kinerja pemasaran yang dijadikan sebagai variabel atau faktor untuk meningkatkan kinerja pemasarannya UMKM.

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