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 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 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 PENGARUH ORIENTASI KEWIRAUSAHAAN DAN INOVASI PRODUK TERHADAP KINERJA PEMASARAN (Studi Kasus Pada Pengrajin Ikan Asin Dikawasan Lhong Aceh Besar)

2020 ◽  
Vol 9 (1) ◽  
Author(s):  
Fandi Bachtiar ◽  
Meliyati Meliyati
Keyword(s):  
Regression Analysis ◽  
Linear Regression ◽  
Entrepreneurial Orientation ◽  
Product Innovation ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Partial Product ◽  
Analysis Method ◽  
Salted Fish ◽  
Marketing Performance

Rumusan masalah dalam penelitian ini apakah Orientasi Kewirausahaan dan Inovasi Produk berpengaruh terhadap Kinerja Pemasaran pada pengrajin ikan asin di kawasan Lhong Aceh Besar secara parsial dan simultan. Penelitian ini bertujuan untuk mengetahui dan pengaruh orientasi kewirausahaan dan inovasi produk terhadap kinerja pemasaran pengrajin ikan asin di kawasan Lhong Aceh Besar secara parsial dan simultan. Analisa data yang digunakan dalam penelitian ini adalah metode analisis regresi linier berganda yang sampel dalam penelitian adalah pengrajin ikan asin dikawasan Lhong Kabupaten Aceh Besar. Hasil penelitian ini menunjukkan bahwa orientasi kewirausahaan secara parsial berpengaruh terhadap kinerja pemasaran. Inovasi produk secara parsial tidak berpengaruh terhadap kinerja pemasaran.  Secara simultan orientasi kewirausahaan dan inovasi produk berpengaruh terhadap kinerja pemasaran.  The formulation of the problem in this study is whether the Entrepreneurship Orientation and Product Innovation have an effect on Marketing Performance on salted fish craftsmen in the Lhong Aceh Besar region partially and simultaneously. This study aims to determine and influence the entrepreneurial orientation and product innovation on the marketing performance of salted fish producers in the Lhong Aceh Besar region partially and simultaneously. Analysis of the data used in this study is a multiple linear regression analysis method in which the samples in the study were salted fish craftsmen in the Lhong region of Aceh Besar District. The results of this study indicate that entrepreneurial orientation partially influences marketing performance. Partial product innovation does not affect marketing performance. Simultaneously entrepreneurial orientation and product innovation affect 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 KEMAMPUAN APARAT DESA TERHADAP KUALITAS PENGELOLAAN KEUANGAN DESA (STUDI PADA DESA-DESA DI KECAMATAN SUWAWA KABUPATEN BONE BOLANGO)

2019 ◽  
Vol 16 (4) ◽  
pp. 580-593
Author(s):  
Rusdi Abdulkarim
Keyword(s):  
Path Analysis ◽  
Financial Management ◽  
Quantitative Research ◽  
Survey Methods ◽  
Primary Data ◽  
Analysis Method ◽  
Data Collection Tool ◽  
Is Research ◽  
External Variables

This study aims to determine how much influence the ability of village officials on the quality of village financial management in villages in Suwawa sub-district, Bone Bolango. In this study the authors chose the type of quantitative research, using survey methods. The survey research is research that takes samples from one population and uses questionnaires as a primary data collection tool and uses Path Analysis as a data analysis method. The results showed that the ability of village officials simultaneously affected the Quality of Village Financial Management (Y), in the villages in Suwawa District Bone Bolango Regency was 0.944 (94.4%), and there was 0.056 (5.6%) influenced by external variables not examined. Education (X1) of 0.223 (23.3%), Training (X2) of 0.478 (47.8%), Experience (X3) of 0.325 (32.5%) partially influenced the Quality of Village Financial Management (Y).   Penelitian ini bertujuan untuk mengetahui seberapa besar Pengaruh Kemampuan Aparat Desa terhadap Kualitas Pengelolaan keuangan Desa pada Desa-desa di Kecamatan Suwawa Kabupaten Bone Bolango. Dalam penelitian ini penulis memilih jenis penelitian kuantitatif, dengan menggunakan metode survei. Adapun penelitian survei adalah penelitian yang mengambil sampel dari satu populasi dan menggunakan koesioner sebagai alat pengumpulan data yang pokok dan menggunakan Path Analysis sebagai metode analisis data. Hasil penelitian menunjukkan bahwa Kemampuan Aparat Desa secara simultan berpengaruh terhadap Kualitas Pengelolaan Keuangan Desa (Y), pada Desa-desa di Kecamatan Suwawa Kabupaten Bone Bolango sebesar 0,944 (94,4%), dan terdapat sebesar 0,056 (5,6%) dipengaruhi oleh variabel luar yang tidak diteliti. Pendidikan (X1) sebesar 0,223 (23,3%), Pelatihan (X2) sebesar 0,478 (47,8%), Pengalaman (X3) sebesar 0,325 (32,5%) berpengaruh secara parsial terhadap Kualitas Pengelolaan keuangan Desa (Y).

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 Enhancing Competitiveness of Creative Industries: SME in West Sumatra

2018 ◽  
Vol 7 (3.30) ◽  
pp. 544
Author(s):  
Tafdil Husni ◽  
Rida Rahim ◽  
Desyetti . ◽  
Yurniwati .
Keyword(s):  
Competitive Advantage ◽  
Market Orientation ◽  
Entrepreneurial Orientation ◽  
Secondary Data ◽  
Creative Industries ◽  
Partial Least Square ◽  
Least Square ◽  
Primary Data ◽  
West Sumatra ◽  
Small Industries

This research is conducted to identify the competitiveness of creative industries in West Sumatra based on market orientation, entrepreneurial orientation, and competitive advantage. Variables used in this research are competitiveness, market orientation, entrepreneurship orientation, and competitive advantage. The method of collecting primary data are obtained through questionnaires and guided interviews. The primary data used are from survey to small industries and secondary data are from Department of Industrial and Trade Cooperatives (Diskoperindag) and Department of Tourism of West Sumatra. Hypothesis is tested using Partial Least Square (PLS) method. The research found that the increase of competitiveness will be reached if the company has competitive advantage and the manager/owner of creative industry is entrepreneurial-oriented. This entrepreneurial orientation influence competitiveness directly or mediated by competitive advantage. Whereas, market orientation cannot create creative industry’s competitiveness either directly or mediated by competitive advantage. 

PENGARUH ORIENTASI PEMASARAN SYARI’AH DAN INOVASI PRODUK TERHADAP STRATEGI PEMASARAN PADA KSP KOPWAN AISYIYAH SYARI’AH KARANGANYAR

2020 ◽  
Vol 9 (2) ◽  
Author(s):  
Dewi Pujiani ◽  
Juni Trisnowati
Keyword(s):  
Marketing Strategy ◽  
Research Methods ◽  
Financial Institutions ◽  
Product Innovation ◽  
Quantitative Research ◽  
Regression Coefficient ◽  
Quantitative Research Methods ◽  
Marketing Orientation ◽  
The Many

The problem in this study is the many financial institutions that still use the flower or RIBA system. The purpose of this research is to encourage the management of financial institutions to implement sharia systems and avoid the RIBA system. This method of research uses quantitative research methods. Results of calculation of regression coefficient obtained thitung results from the marketing orientation variable of 4.287 and obtained the variable thitung results from the product innovation variable of2,235. Be The number of respondents in this study as much as 60. Based on result data manner SPSS data version 22.0 Fhitung price as big as 29,718. Because the value of Fcount 29.718 > Ftabel 2.77, it can be concluded that the hypothesis is acceptable. Therefore the marketing orientation (X1) and product innovation (X2) simultaneously affect the marketing strategy (Y).

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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