THE ROLE OF COMPETITIVE ADVANTAGE TO ENHANCE MARKETING PERFORMANCE: A STUDY ON INDONESIAN MSME BUSINESS COMMUNITY

The rapid development of global business requires MSMEs to understand what the market needs. The research deals with the impact of competitive advantage as a pertinent variable in enhancing marketing performance in Indonesian MSMEs businesses. In this study, continuous competitive advantage is a foc...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Dorojatun Prihandono, Angga Pandu Wijaya, Aufaa Afiffah Ainii
Formato:	article
Lenguaje:	EN
Publicado:	Universitas Padjadjaran 2021
Materias:	marketing performance; competitive advantage; market orientation; entrepreneurial orientation Commerce HF1-6182
Acceso en línea:	https://doaj.org/article/ce07399909cc4f67aac2a0d35ebf4129
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:ce07399909cc4f67aac2a0d35ebf4129
record_format	dspace
spelling	oai:doaj.org-article:ce07399909cc4f67aac2a0d35ebf41292021-11-11T06:53:27ZTHE ROLE OF COMPETITIVE ADVANTAGE TO ENHANCE MARKETING PERFORMANCE: A STUDY ON INDONESIAN MSME BUSINESS COMMUNITY10.24198/jbm.v22i2.8821412-36812442-4617https://doaj.org/article/ce07399909cc4f67aac2a0d35ebf41292021-09-01T00:00:00Zhttp://journal.feb.unpad.ac.id/index.php/jbm/article/view/882https://doaj.org/toc/1412-3681https://doaj.org/toc/2442-4617The rapid development of global business requires MSMEs to understand what the market needs. The research deals with the impact of competitive advantage as a pertinent variable in enhancing marketing performance in Indonesian MSMEs businesses. In this study, continuous competitive advantage is a focal idea to keep up with today’s disruptive market in the digital era. This study examines how market orientation and entrepreneurial orientation influence marketing performance through competitive advantage in MSMEs businesses in Indonesia. The study uses path analysis and data collection obtained by using a sample from the MSME business community. The results show that market orientation and entrepreneurial orientation have a positive and significant effect on marketing performance, and competitive advantage can mediate it. For MSME, it is hoped that it can increase response to competitors' actions, open-mindedness, be proactive in responding to market opportunities, and differentiation strategies.Dorojatun PrihandonoAngga Pandu WijayaAufaa Afiffah AiniiUniversitas Padjadjaranarticlemarketing performance; competitive advantage; market orientation; entrepreneurial orientationCommerceHF1-6182ENJurnal Bisnis dan Manajemen, Vol 22, Iss 2, Pp 147-161 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	marketing performance; competitive advantage; market orientation; entrepreneurial orientation Commerce HF1-6182
spellingShingle	marketing performance; competitive advantage; market orientation; entrepreneurial orientation Commerce HF1-6182 Dorojatun Prihandono Angga Pandu Wijaya Aufaa Afiffah Ainii THE ROLE OF COMPETITIVE ADVANTAGE TO ENHANCE MARKETING PERFORMANCE: A STUDY ON INDONESIAN MSME BUSINESS COMMUNITY
description	The rapid development of global business requires MSMEs to understand what the market needs. The research deals with the impact of competitive advantage as a pertinent variable in enhancing marketing performance in Indonesian MSMEs businesses. In this study, continuous competitive advantage is a focal idea to keep up with today’s disruptive market in the digital era. This study examines how market orientation and entrepreneurial orientation influence marketing performance through competitive advantage in MSMEs businesses in Indonesia. The study uses path analysis and data collection obtained by using a sample from the MSME business community. The results show that market orientation and entrepreneurial orientation have a positive and significant effect on marketing performance, and competitive advantage can mediate it. For MSME, it is hoped that it can increase response to competitors' actions, open-mindedness, be proactive in responding to market opportunities, and differentiation strategies.
format	article
author	Dorojatun Prihandono Angga Pandu Wijaya Aufaa Afiffah Ainii
author_facet	Dorojatun Prihandono Angga Pandu Wijaya Aufaa Afiffah Ainii
author_sort	Dorojatun Prihandono
title	THE ROLE OF COMPETITIVE ADVANTAGE TO ENHANCE MARKETING PERFORMANCE: A STUDY ON INDONESIAN MSME BUSINESS COMMUNITY
title_short	THE ROLE OF COMPETITIVE ADVANTAGE TO ENHANCE MARKETING PERFORMANCE: A STUDY ON INDONESIAN MSME BUSINESS COMMUNITY
title_full	THE ROLE OF COMPETITIVE ADVANTAGE TO ENHANCE MARKETING PERFORMANCE: A STUDY ON INDONESIAN MSME BUSINESS COMMUNITY
title_fullStr	THE ROLE OF COMPETITIVE ADVANTAGE TO ENHANCE MARKETING PERFORMANCE: A STUDY ON INDONESIAN MSME BUSINESS COMMUNITY
title_full_unstemmed	THE ROLE OF COMPETITIVE ADVANTAGE TO ENHANCE MARKETING PERFORMANCE: A STUDY ON INDONESIAN MSME BUSINESS COMMUNITY
title_sort	role of competitive advantage to enhance marketing performance: a study on indonesian msme business community
publisher	Universitas Padjadjaran
publishDate	2021
url	https://doaj.org/article/ce07399909cc4f67aac2a0d35ebf4129
work_keys_str_mv	AT dorojatunprihandono theroleofcompetitiveadvantagetoenhancemarketingperformanceastudyonindonesianmsmebusinesscommunity AT anggapanduwijaya theroleofcompetitiveadvantagetoenhancemarketingperformanceastudyonindonesianmsmebusinesscommunity AT aufaaafiffahainii theroleofcompetitiveadvantagetoenhancemarketingperformanceastudyonindonesianmsmebusinesscommunity AT dorojatunprihandono roleofcompetitiveadvantagetoenhancemarketingperformanceastudyonindonesianmsmebusinesscommunity AT anggapanduwijaya roleofcompetitiveadvantagetoenhancemarketingperformanceastudyonindonesianmsmebusinesscommunity AT aufaaafiffahainii roleofcompetitiveadvantagetoenhancemarketingperformanceastudyonindonesianmsmebusinesscommunity
_version_	1718439442081906688

THE ROLE OF COMPETITIVE ADVANTAGE TO ENHANCE MARKETING PERFORMANCE: A STUDY ON INDONESIAN MSME BUSINESS COMMUNITY

Ejemplares similares