THE EFFECT OF COMPETITIVE ADVANTAGE, INNOVATION AND MARKET ORIENTATION TO MARKETING PERFORMANCE AND MARKET ORIENTATION AS A MEDIATING VARIABLE IN THE RELATIONSHIP BETWEEN ENTREPRENEURSHIP ORIENTATION AND MARKETING PERFORMANCE

Herni, Justiana Astuti and Kiki, Purwanti (2018) THE EFFECT OF COMPETITIVE ADVANTAGE, INNOVATION AND MARKET ORIENTATION TO MARKETING PERFORMANCE AND MARKET ORIENTATION AS A MEDIATING VARIABLE IN THE RELATIONSHIP BETWEEN ENTREPRENEURSHIP ORIENTATION AND MARKETING PERFORMANCE. Proceeding International Conference of Business, Accounting and Economy (ICBAE UMP 2018).

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Abstract

This study aims to determine entrepreneurship orientation, market orientation, product innovation and competitive advantage over marketing performance and make market orientation as a intervening between entrepreneurship orientation and marketing performance. The author analyzed data sets from 58 meatball enterprises with structural equation modeling. The model was tested by using partial least square approach, ie outer and inner model. Some indicators on the variables of innovation, competitive advantage and marketing performance should be excluded from the model because it does not meet the criteria. SEM results with PLS approach states that all variables have a positive and significant effect on marketing performance. However, for market orientation variables not as intervening variables between entrepreneurial orientation and marketing performance. In other words, an entrepreneur has an entrepreneurial orientation can directly affect the marketing performance, without having to go through market orientation.

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