Competitive Advantages Influence on Marketing Performance: Study on Food and Beverage MSMEs
| Main Authors: | Putera, Wahyudi, Rakib, Muhammad, Sahabuddin, Romansyah |
|---|---|
| Format: | Article PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
THE AJHSSR
, 2021
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| Subjects: | |
| Online Access: |
http://eprints.unm.ac.id/20146/1/04.%20THEAJHSSR_G041075083.pdf http://eprints.unm.ac.id/20146/2/14.%20peer%20reviewer%20Competitive%20Advantages%20Influence%20on%20Marketing%20Performance.pdf http://eprints.unm.ac.id/20146/3/Turnitin%20Competitive%20Advantages%20Influence%20on%20Marketing%20Performance%20Study%20on%20Food%20and%20Beverage%20MSMEs.pdf http://eprints.unm.ac.id/20146/ http://www.theajhssr.com/vol4-iss-1.html |
Daftar Isi:
- Abstract This study aims to analyze the effect of market orientation and entrepreneurial orientation on marketing performance so that the competitive advantage variable is added to bridge the gap. The population in this study were all food and beverage MSMEs entrepreneurs in 6 sub-districts in Maros Regency, including Moncongloe, Mandai, Turikale, Tanralili, MarosBaru and Lau districts, totaling 400 MSMEs. The sample used in this study, namely 200 respondents, using purposive sampling technique. The analysis technique used for hypothesis testing is the Lisrel structural equation modeling (SEM). The results showed that entrepreneurial orientation has a significant effect on competitive advantage. Market orientation has a significant effect on marketing performance. Entrepreneurial orientation has a significant effect on marketing performance. Competitive advantage has a significant effect on marketing performance.