EFFECT COMPETITIVE ADVANTAGE ON MARKETING PERFORMANCE

  • Mutholib Mutholib Universitas Muhammadiyah Sumatera Utara

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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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: 14 apr. 2024.