Competitive Advantages Influence on Marketing Performance: Study on Food and Beverage MSMEs

Putera, Wahyudi and Rakib, Muhammad and Sahabuddin, Romansyah (2021) Competitive Advantages Influence on Marketing Performance: Study on Food and Beverage MSMEs. The American Journal of Humanities and Social Sciences Research (THE AJHSSR, 4 (1). pp. 75-83. ISSN 2581-8868

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Abstract

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.

Item Type:	Article
Uncontrolled Keywords:	Market Orientation, Entrepreneurial Orientation, Competitive Advantage and Marketing Performance
Subjects:	KARYA ILMIAH DOSEN Universitas Negeri Makassar > KARYA ILMIAH DOSEN
Divisions:	KOLEKSI KARYA ILMIAH UPT PERPUSTAKAAN UNM MENURUT FAKULTAS > KARYA ILMIAH DOSEN KARYA ILMIAH DOSEN
Depositing User:	Herling HR Sahade
Date Deposited:	01 Jun 2021 13:39
Last Modified:	01 Jun 2021 13:39
URI:	http://eprints.unm.ac.id/id/eprint/20146

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