The Role Of Competitive Advantage To Enhance Marketing Performance: A Study On Indonesian Msme Business Community


Dorojatun Prihandono, FE Manajemen and Angga Pandu Wijaya, - and Aufaa Afiffah Aini, - (2021) The Role Of Competitive Advantage To Enhance Marketing Performance: A Study On Indonesian Msme Business Community. Jurnal Bisnis dan Manajemen, 22 (2). ISSN 1412 - 3681

[thumbnail of The Role Of Competitive Advantage To Enhance Marketing Performance A Study On Indonesian Msme Business Community.pdf] PDF - Published Version
Download (202kB)
[thumbnail of Turnitin  The Role Of Competitive Advantage To Enhance Marketing Performance A Study On Indonesian Msme Business Community.pdf] PDF - Published Version
Download (3MB)
[thumbnail of Korespondensi 2.pdf] PDF - Published Version
Download (3MB)
[thumbnail of Review The Role of Competitive Advantage to Enhance Marketing Performance A Studi on Indonesian MSME Business Community.pdf] PDF - Published Version
Download (810kB)

Abstract

The rapid development of global business requires MSMEs to understand what the market needs. The research deals with the impact of competitive advantage as a pertinent variable in enhancing marketing performance in Indonesian MSMEs businesses. In this study, continuous competitive advantage is a focal idea to keep up with today’s disruptive market in the digital era. This study examines how market orientation and entrepreneurial orientation influence marketing performance through competitive advantage in MSMEs businesses in Indonesia. The study uses path analysis and data collection obtained by using a sample from the MSME business community. The results show that market orientation and entrepreneurial orientation have a positive and significant effect on marketing performance, and competitive advantage can mediate it. For MSME, it is hoped that it can increase response to competitors' actions, open-mindedness, be proactive in responding to market opportunities, and differentiation strategies

Item Type: Article
Uncontrolled Keywords: Marketing Performance, Competitive Advantage, Market Orientation, Entrepreneurial Orientation
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Fakultas: Fakultas Ekonomi > Manajemen, S1
Depositing User: mahargjo hapsoro adi
Date Deposited: 28 Dec 2021 08:12
Last Modified: 07 Feb 2022 05:25
URI: http://lib.unnes.ac.id/id/eprint/47868

Actions (login required)

View Item View Item