Safri Fadilah, 7311416155 (2020) PERAN COMPETITIVE ADVANTAGE DALAM MEMEDIASI PENGARUH STRATEGIC ENTREPRENEURSHIP DAN PARTNERSHIP TERHADAP MARKETING PERFORMANCE (Studi Pada Usaha Mikro Bidang Kerajinan Logam di Kabupaten Tegal). Under Graduates thesis, Universitas Negeri Semarang.

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Abstract

Performance, Competitive Advantage. Small and Medium Industry (SME) has a major contribution to economic growth in Indonesia. SME owners must have a competitive strategy so that they succeed in business competition. This research is aimed to find the relationships between strategic entrepreneurship and partnership toward marketing performance through competitive advantage. Non-probability sampling technique with saturation sample and questionnaire method was used for collecting data from 80 owners of Metal Handcraft SME in Tegal Regency, Central Java, Indonesia. Path analysis technique was applied for data analysis. The result show that strategic entrepreneurship, partnership and competitive advantage have significant effect to marketing performance, and competitive advantage can be a mediator between strategic entrepreneurship and partnership to increase marketing performance.Future research have to add another intervening variables that can mediates between strategic entrepreneurship, partnership, and marketing performance.

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