EFFECT COMPETITIVE ADVANTAGE ON MARKETING PERFORMANCE
Abstract
The type of research used is quantitative method with the level of explanation using associative problem formulation. The population of all dodol businesses in the city of Padangsidimpuan using saturated sampling (census) with a sample of 47 dodol SMEs. The data analysis technique uses multiple linear regression analysis with data processing using SPSS 23 software. Based on the results of the T test (Partial Test), partially the variable (X1) from t count7,890 > t table2,011. In (X2) of t count2,136 > t table 2,011. On the variable (X3) of t count3,858 > t table 2,011. While the F test (simultaneous test) proves that entrepreneurial orientation, product innovation, and competitive advantage significantly affect marketing performance by 58.977%. From the results of the research conducted, it can be concluded that there is an influence between entrepreneurial orientation on marketing performance, the effect of product innovation on marketing performance and the influence of competitive advantage on marketing performance.
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Tjiptono, F. (2015). Marketing Strategy (4th ed.). Yogyakarta: ANDI.
Yusuf, M. (2016). Research Methods Quantitative, Qualitative & Combined Research. Jakarta: Prenada Media
Agustina, TS (2019). Entrepreneurship in the Industrial Revolution Era 4.0. Jakarta: Media Discourse Partners.
Alma, B. (2013). Entrepreneurship. Bandung: Alphabeta.
Anggito, A., & Setiawan, J. (2018). Qualitative research methodology. West Java: Cv trail.
April. (2018). Market Orientation and Competitive Advantage. Makassar: Celebes Media Perkasa.
Arief Rahman Kurniawan. (2014). Total Marketing. Yogyakarta: Kobis.
Arif, AL, & Widodo. (2011). Marketing Performance Improvement Model in the Context of Environmental Adaptability. Management Analysis, 5(1), 30–44.
Darmanto, & Wardaya, S. (2016). Marketing Management For Students, Micro, Small, and Medium Enterprises. Yogyakarta: Depublish.
Darmanto, Wardaya, S., & Dwiyani, T. (2015). Strategy Orientation Mix and Organizational Performance Application of Antecedent Variables, Moderation and Mediation in Scientific Research. Yogyakarta: Depublish.
Dewi, ST (2006). Analysis of the Effect of Market Orientation and Product Innovation on Competitive Advantage to Improve Marketing Performance. Journal of Masters in Management at Diponegoro University, 6(2006), 102–111.
Dwanto, W., Indradewa, R., Ulfah, WN, Rahmawati, S., Yoshanti, G., & Zendry, C. (2015). Innovation Management For Small & Micro Businesses. Bandung: Alphabeta.
Djayadiningrat, A., Sukaatmadja, I., & Yasa, N. (2017). The Role of Product Innovation in Mediating Entrepreneurial Orientation to the Marketing Performance of Imk Food Industry Sector Denpasar City. E-Journal of Unud Management, 6(9), 4978–5004.
Djodjobo, CV, & Alum, HN (2014). The Influence of Entrepreneurship Orientation, Product Innovation, and Competitive Advantage on the Marketing Performance of Nasi Kuning Business in Manado City. Journal of Research in Economics, Management, Business and Accounting, 2(3), 1214–1224.
Duli, N. (2019). Quantitative Research Methodology. Yogyakarta: CV Budi Utama.
Ekawati, NW, Rahyuda, K., Yasa, NN, & Sukaatmadja. (2016). Implementation of Ecoprenership and Green Innovation in Building Competitive Advantage to Generate Success of New Spa Products in Bali. International Business Management, 10(14), 2660–2669.
Ferdinand, A. (2013). Management Research Methods. Semarang: BP Diponegoro University.
Ferdinand, A. (2014). Management Research Methods (5th ed.). Semarang: BP Diponegoro University.
Frishammar, J., & Hörte, S. . (2007). The role of market orientation and entrepreneurial orientation for new product development performance in manufacturing firms. Technology Analysis and Strategic Management, 19(6), 765–788.
Haji, S. (2017). Effect of Entrepreneurship Orientation, Product Innovation, Competitive Advantage. Samsul Haji Arifin Rois, 6(2), 83–95.
Indriani, E., Utomo, A., & Edy, I. (2020). Strategic Model for Strengthening the Competitiveness of the Creative Tourism Industry with Value of Local Wisdom. Yogyakarta: Depublish.
Juliandi, A., Irfan, I., & Manurung, S. (2014). Business Research Methodology: Concepts & Applications. Medan: UMSU PRESS.
Kotler, P., & Keller, KL (2016). Marketing Management. Jakarta: PT. Index.
Makmur, & Thahier, R. (2015). Innovation and Human Creativity. Bandung: PT Rafika Aditama.
Mulyani, IT, & Mudiantono. (2015). Market Orientation and Entrepreneurship Orientation with Innovation as Intervening Variable. Journal of Management, 4(3), 1–12.
Munawaroh, M., Rimiyati, H., & Fajarwati. (2016). Entrepreneurship. Yogyakarta: LP3M UMY.
Nasution, MI, Fahmi, M., Jufrizen, J., Muslih, M., & Prayogi, MA (2020). The Quality of Small and Medium Enterprises Performance Using the Structural Equation Model-Part Least Square (SEM-PLS). Journal of Physics: Conference Series, 1477(2020), 1–7.
Nizam, MF, Mufidah, E., & Fibriyani, V. (2020). The Influence of Product Innovation Entrepreneurial Orientation and Competitive Advantage on MSME Marketing. EMA Journal, 5(2), 1214–1224.
Nofrizal, N., Aznuryandi, A., Affandi, A., & Juju, U. (2021). The effect of competitive advantage on the marketing performance of Pekanbaru rattan craftsmen. Journal of Business and Banking, 10(2), 279–290.
Pratono, AH (2018). Economics of Small Business Behavior: Entrepreneurial Theory, Behavioral Concepts, and Research Agenda. Yogyakarta: Graha Ilmu.
Quantananda, E., & Haryadi, B. (2015). The Effect of Entrepreneurship Orientation on Food and Beverage Companies in Surabaya. Agora, 3(1), 706–715.
Sugiyono. (2010). Quantitative, Qualitative and R&D Research Methods. Bandung: Alphabeta.
Sugiyono. (2012). Research methods. Jakarta: Erlangga.
Sugiyono. (2017). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alfabeta, CV.
Sunyoto, D. (2015). Competitive advantage. Yogyakarta: CAPS.
Tjiptono, F. (2015). Marketing Strategy (4th ed.). Yogyakarta: ANDI.
Yusuf, M. (2016). Research Methods Quantitative, Qualitative & Combined Research. Jakarta: Prenada Media
Published
2021-11-10
How to Cite
MUTHOLIB, Mutholib.
EFFECT COMPETITIVE ADVANTAGE ON MARKETING PERFORMANCE.
International Proceeding of Law and Economic, [S.l.], p. 140-146, nov. 2021.
Available at: <https://jurnal.pancabudi.ac.id/index.php/iple/article/view/3960>. Date accessed: 21 nov. 2024.
Section
Articles
