The Influence of Entrepreneurial Orientation and Market Orientation on Marketing Performance through Competitive Advantage

  • Novi Satria Pradja Universitas Kuningan
  • Iskandar Universitas Kuningan
  • Rina Masruroh Universitas Kuningan
  • Lita Santikawati Universitas Kuningan
  • Yasir Maulana Universitas Kuningan
DOI: https://doi.org/10.61242/ijabo.24.425
Keywords: Marketing Performance, Market Orientation, Entrepreneurship Orientation, 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.

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Published
2024-09-19
How to Cite
Satria Pradja, N., Iskandar, Masruroh, R., Santikawati, L., & Maulana, Y. (2024). The Influence of Entrepreneurial Orientation and Market Orientation on Marketing Performance through Competitive Advantage. International Journal Administration, Business & Organization, 5(4), 1-11. https://doi.org/10.61242/ijabo.24.425
Issue
Vol. 5 No. 4 (2024): IJABO
Section
Research Articles

Copyright (c) 2024 Novi Satria Pradja, Iskandar; Rina Masruroh; Lita Santikawati, Yasir Maulana

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