The Influence of Entrepreneurial Orientation and Market Orientation on Marketing Performance through Competitive Advantage
Abstract
This study aims to determine the influence of entrepreneurial orientation and market orientation on marketing performance through competitive advantage. Respondents in this study were the perpetrators of fries onion IKM, which totals to 35 respondents. The sampling technique is saturated sampling. The path method was employed for the data analysis and the type of research is quantitative method using SPSS 23.0 program. The study result showed that: There is a positive and significant influence of entrepreneurial orientation on competitive advantage, there is a positive and insignificant impact of market orientation on competitive advantage, there is a positive and significant influence of entrepreneurial orientation on marketing performance, there is a positive and insignificant effect of market orientation on marketing performance, there is no impact of competitive advantageon marketing performance, there is no mediating effect among entrepreneurial orientation on marketing performance using competitive advantage, there is no mediating impact among market orientation on marketing performance using competitive advantage.
References
Aji, W. P. (2014). Analisis Pengaruh Orientasi Pasar, Orientasi Kewirausahaan, Dan Daya Saing Terhadap Kinerja Pemasaran Industri Knalpot (Studi Pada Home Industri Knalpot di Kabupaten Purbalingga). 1–59. http://eprints.undip.ac.id/43654/1/09_AJI.pdf
Akhmaddhian, S. (2020). Discourse on Creating a Special Environmental Court in Indonesia to Resolve Environmental Disputes. Bestuur, 8(2), 129-138.
Arraniri, I., Maulana, Y., Komarudin, M. N., & Gunawan, W. H. (2024). The Influence Of Financial Performance On Returns With Esg As An Intervening Variable. International Journal of Economics, Business and Accounting Research (IJEBAR), 8(2).
Darmawan, E., Yusuf, F., Suseno, E., Budianto, H., & Maesyaroh, S. (2021, June). Decision support system for the selection of exemplary teachers using profile matching method. In Journal of Physics: Conference Series (Vol. 1933, No. 1, p. 012013). IOP Publishing.
Dirgantoro. (2010). Manajemen Stratejik Konsep, Kasus dan Implementasi. Grasindo.
Fadhillah, Y., Yacob, S., & Lubis, T. A. (2021). Orientasi Kewirausahaan, Inovasi Produk, Dan Media Sosial Terhadap Kinerja Pemasaran Dengan Keunggulan Bersaing Sebagai Intervening Pada Ukm Di Kota Jambi. Jurnal Manajemen Terapan Dan Keuangan, 10(01), 1–15. https://doi.org/10.22437/jmk.v10i01.12175
Fatmasari, D., Harjadi, D., & Hidayat, A. (2022). Analysis of Economic Improvement to Reduce Poverty in 2016-2020. Khazanah Sosial, 4(4), 757-764.
Ferdinand, A. (2000). Manajemen Pemasaran: sebuah pendekatan strategik, research paper series.
Fitriani, L. K., & Wulandari, L. (2021). Organizational Citizenship Behavior in the Construction of Islamic Boarding School: A Structural Model. Jurnal Minds: Manajemen Ide Dan Inspirasi, 8(1), 141-154.
Gunawan, W. H., & Wachyuni, W. (2020). Information Technology and Market Orientation on the Competitiveness and Performance of a Kuningan's Tourism Activity. Jurnal Minds: Manajemen Ide dan Inspirasi, 7(2), 105-116.
Hajar, S., & Sukaatmadja, I. P. G. (2016). Peran Keunggulan Bersaing Memediasi Pengaruh Orientasi Kewirausahaan Terhadap Kinerja Pemasaran. E-Jurnal Manajemen Unud, 5(10), 6580–6609. https://ojs.unud.ac.id/index.php/Manajemen/article/view/23687/15756
Harjadi, D., & Fatmasari, D. (2017). Implementation of Integrated Marketing Communication in Image of Private Higher Education. TRIKONOMIKA, 16(2), 63-67.
Harjadi, D., & Gunardi, A. (2022). Factors affecting eco-friendly purchase intention: subjective norms and ecological consciousness as moderators. Cogent Business & Management, 9(1), 2148334.
Harjadi, D., & Nurfatimah, S. (2021). Brand Switching Behavior From Samsung To Oppo Among Millenials. Trikonomika, 20(1), 41-46.
Harjadi, D., Fatmasari, D., & Hidayat, A. (2023). Consumer identification in cigarette industry: Brand authenticity, brand identification, brand experience, brand loyalty and brand love. Uncertain Supply Chain Management, 11(2), 481-488.
Harjadi, D., Suhardi, D., & Ayisiyah, N. (2019). Electronic-Word Of Mouth And Product Quality On Buying Interest Through Trust In Online Shops. Trikonomika, 18(2), 74-79.
Hutagalung, A. (2008). Landasan Teori (6th ed.). Angewandle Chemie International.
Iskandar, I. (2019). Change management: Concept, application, and its relevance for higher education management. Journal Of Educational Experts (JEE), 2(1), 27-32.
Iskandar, I., Rianawati, Y., Pradja, N. S., Jumantini, E., & Mulyati, S. (2024). The Influence of Business Environment On Entrepreneurial Behavior Through Motivation and Competitive Advantage as Mediators. Jurnal Entrepreneur dan Entrepreneurship, 13(1), 29-42.
Khamidah, N. (2005). Analisis Pengaruh Faktor Lingkungan Terhadap Inovasi Produk Dan Kreativitas Strategi Pemasaran Terhadap Kinerja Pemasaran (Studi pada Perusahaan kerajinan keramik di Sentra Industri Kasongan, Kabupaten bantu, Yogyakarta). In Jurnal Sains Pemasaran Indonesia (Vol. 4, Issue 3, pp. 231–246).
Kotler, P. (2005). Manajemen Pemasaran (Jilid I da). PT. Indeks.
Kusuma, P. ., & Purwaningsih, R. (2015). Analisis faktor-faktor yang mempengaruhi kinerja UMKM. Prosiding SNST KE-6.
Manalu, V. G., & Adzimatinur, F. (2024). How Digital Transformation Can Affect Product Innovation Performance MSMEs: Evidence from West Java. Jurnal Aplikasi Manajemen, 22(1), 253-266.
Manalu, V. G., Nurhayati, S., & Setyanto, R. P. (2023). The moderating effect of competitive intensity on foresight capability and product innovation of SMEs in Indonesia. Problems and perspectives in management, 21(1), 219-229.
Manalu, V. G., Rahimi, F., & Akbar, I. (2023). Entrepreneurial Orientation and Product Innovation Performance of MSMEs in West Java: Foresight Capabilities as a Mediating Variable. Khazanah
Maulana, Y., Komarudin, M. N., Gunawan, W. H., & Yusuf, A. A. (2022). the Influence of Fintech Digital Payment and P2P Lending on Indonesia’S Economic Growth. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(3), 2185-2195.
Maulana, Y., Yusuf, A. A., Dirgantari, P. D., & Hurriyati, R. (2023). Marketplace Strategic Positioning Analysis. Al-Amwal: Jurnal Ekonomi dan Perbankan Syari'ah, 15(1), 101-111.
Merakati, I., Rusdarti, & Wahyono. (2017). Pengaruh Orientasi Pasar,Inovasi,
Muchtolifah. (2005). Orientasi Kewiraushaan. Media Presindo.
Narver, J. C., & Slater, S. F. (1990). The impact of a market orientation on on business profitability. The Journal of Marketing, 54, 20–35.
Nurlaila, A., Karyaningsih, I., Kosasih, D., Adhya, I., Giwantara, M., & Walinda, W. (2024). Perbanyakan Mikoriza Indigenus Taman Nasional Gunung Ciremai dengan Berbagai Tanaman Inang. Jurnal Ilmu Pertanian Indonesia, 29(1), 90-98.
Orientansi Kewirausahaan melalui Keunggulan Bersaing Terhadap Kinerja Pemasaran. Journal of Economic Education, 6(2), 114–123. https://doi.org/10.15294/jeec.v6i2.19297
Rahmantya, Y. E. K., & Djazuli, A. (2019). Hospital’s competitive advantage through service quality, information systems and Islamic work ethics. Problems and Perspectives in Management, 17(2), 193.
Slater, J. . N. . (1990). The impact of market orientation on product innovation. Journal of Marketing, 22.
Suhardi, D. (2021). DEVELOPING CAPACITY BUILDING SMEs IN WEST JAVA. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(1), 264-274.
Taylor, P. (2013). The impact of entrepreneurial orientation on the internationalization of SMEs in developing countries. African Journal of Business Management, 7(19), 1927–1937. https://doi.org/10.5897/AJBM2013.1633
Wiharno, H., Lesmana, A. S., Maulana, Y., & Komarudin, M. N. (2023). Stock Portfolio Optimization in Bullish and Bearish Conditions Using the Black-Litterman Model. Jurnal Manajemen dan Kewirausahaan, 25(2), 92-104.
Yunengsih, W., Sopiyan, P., & Masruroh, R. (2023). The Effect of Hedonic Shopping Motivation and Shopping Lifestyle on User Impulse Buying Shopee E-Commerce (Study on Majalengka University Students). Finance and Business Management Journal, 1(1), 13-27.
Copyright (c) 2024 Novi Satria Pradja, Iskandar; Rina Masruroh; Lita Santikawati, Yasir Maulana
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish in this journal agree to the following terms:
- The authors confirm that they are the authors of the submitted article, which will be published (online) in the journal IJABO (International Journal Administration, Business & Organization) by the Asosiasi Ahli Administrasi Indonesia (A3i), Bandung, Indonesia. The author’s name will be evident in the article. The publisher makes all decisions regarding the layout and distribution of the work.
- Authors guarantee that the work is their own original creation and does not infringe any statutory or common-law copyright or any proprietary right of any third party. In case of claims by third parties, authors commit themself to defend the interests of the publisher and shall cover any potential costs.
- Authors retain copyright and grant the journal the right of first publication, with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0). This license allows the redistribution and reuse of papers provided the authorship is properly credited.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., posting it to an institutional repository or publishing it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as this can lead to productive exchanges and earlier and greater citations of published work.
