EFFECT OF ENTREPRENEURSHIP ORIENTATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE THROUGH COMPETITIVE ADVANTAGE

Cindera Fatikha; Mintarti Rahayu; Sumiati Sumiati

doi:10.21776/ub.jam.2021.019.02.20

Authors

Cindera Fatikha
[email protected]
Master of Management, Faculty of Economics and Business, Universitas Brawijaya, Indonesia, Indonesia
Mintarti Rahayu Faculty of Economics and Business, Universitas Brawijaya, Indonesia, Indonesia
Sumiati Sumiati Faculty of Economics and Business, Universitas Brawijaya, Indonesia, Indonesia

Vol. 19 No. 2 (2021)

Articles

Submitted May 29, 2021

Accepted June 18, 2025

Published May 29, 2021

Downloads

PDF

Abstract
How to Cite
Metrics
References
License

This study aims to analyze the effect of entrepreneurial orientation, market orientation, and competitive advantage on marketing performance; test the effect entrepreneurial orientation and market orientation towards marketing performance are mediated by competitive advantage. The sample in this study was 132 owners from a population of 463 SMEs owners of Tempe chips. The sampling technique in this study used purposive sampling. Data analysis techniques using Partial Least Squares (PLS). The results showed that entrepreneurial orientation had a direct positive effect on marketing performance; market orientation has a direct positive effect on marketing performance; entrepreneurial orientation has a direct positive effect on competitive advantage; market orientation has a direct positive effect on competitive advantage; competitive advantage has a direct positive effect on marketing performance; entrepreneurial orientation has a positive effect on marketing performance through competitive advantage; Market orientation has a positive effect on marketing performance through competitive advantage. Competitive advantage acts as a partial mediating variable.

Alteza. 2004. Integration of Market Orientation, Innovation and Learning in Organizations as a Strategy to Achieve Competitive Advantage. Journal of Business Studies, Volume 2, Number 1, Pages 6176.

Arbawa, D. L. and P. Wardoyo. 2018. Competitive Advantage: Influencing Marketing Performance (Study on Food and Beverage SMEs in Kendal District). Journal of Economic and Business Research, Volume 11, Number 1, Pages 56-75.

Arif, A. L. 2011. Models for Improving Marketing Performance in the Context of Environmental Adaptability. Journal Management Analysis, Volume 5, Number 1, Pages 30-44.

Bharadwaj, G., P. R. Varadarajan, and J. Fahy. 1993. Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions. Journal of Marketing, Volume 57, Number 4, Pages 83-99.

Darius. 2016. The Effect of Entrepreneurial Orientation and Quality Management on Competitive Advantages of Micro, Small and Medium Enterprises (MSMEs) in the Food Industry in Bengkulu City. AGRITEPA, Volume 2, Number 2, Pages 199-207.

Dewi, N. M. P. and N. W. Ekawat. 2017. The Role of Competitive Advantage in Mediating the Effect of Market Orientation on Marketing Performance. Eud Management E-Journal, Volume 6, Number 9, Pages 4947-4977.

Djodjobo, C. V. and H. N. Tawas. 2014. The Effect of Entrepreneurial Orientation, Product Innovation, and Competitive Advantage on Marketing Performance of Yellow Rice Enterprises in Manado City. EMBA Journal, Volume 2, Number 3, Pages 214-224.

Fatmawati, R. A. 2016. The Effect of Market Orientation, Entrepreneurial Orientation on Competitive Advantage and Marketing Performance in Kucingan/ Angkringan Stalls in Semarang City. Journal of Business Administration, Volume 5, Number 3, Pages 1-12.

Gradistya, G. O. and N. Farida. 2016. The Effect of Market Orientation and Entrepreneurship Orientation on Marketing Performance through Innovation as an Intervening Variable (Study on Batik SMEs in Central Java). Journal of Business Administration, Volume 5, Number 3, Pages 1-9.

Hajar, S. and I P. Gde Sukaatmadja. 2016. The Role of Competitive Advantage Mediates the Effect of Entrepreneurial Orientation on Marketing Performance. Eud Management E-Journal, Volume 5, Number 10, Pages 6580-6609.

Hatta, I. H. 2015. Market Orientation, Entrepreneurship Orientation, Marketing Capabilities, and Marketing Performance. Journal of Management Applications (JAM), Volume 13, Number 4, Pages 653-661.

Jati, A. D. K. and Ngatno. 2016. The Effect of Market Orientation and Service Innovation on Marketing Performance Through Competitive Advantage in Non-Star Hotels in Semarang City. Journal of Business Administration, Volume 5, Number 4, Pages 18.

Kotler, P., G. Armstrong, A. Swee-Hoon, L. Siew-Meng, and T. Chin-Tiong, and O. H-M. Yau. 2005. Principles of Marketing: An Asian Perspective. Pearson Prentice Hall, Singapore.

Mahmood, R. and N. Hanafi. 2013. Entrepreneurial Orientation and Business Performance of WomenOwned Small and Medium Enterprises in Malaysia: Competitive Advantage as a Mediator. International Journal of Business and Social Science, Volume 4, Number 1, Pages 82-90.

Manambing, A., S. Mandey, and M. V. J. Tielung. 2018. Analysis of the Effect of Market Orientation and Competitive Advantage on Marketing Performance (Case Study of Tinutuan Culinary SMEs in Manado). EMBA Journal, Volume 6, Number 4, Pages 3803-3812.

Mulyani, I. T. and Mudiantono. 2015. Efforts to Improve Marketing Performance Through Market Orientation and Entrepreneurship Orientation With Innovation as Intervening Variables. Diponegoro Journal of Management, Volume 4, Number 3, Pages 1-12.

Musrifah and Murwatiningsih. 2017. The Effect of Market Orientation and Entrepreneurship Orientation on Marketing Performance through Competitive Advantage. Management Analysis Journal, Volume 6, Number 4, Pages 495-505.

Pardi, S., S. Imam, and A. Zainul. 2014. The Effect of Market Orientation and Entrepreneurial Orientation toward Learning Orientation, Innovation, Competitive Advantages and Marketing Performance. European Journal of Business and Management, Volume 6, Number 21, Pages 69-80.

Porter, M. E. 2008. Competitive Advantage: Creating and Sustaining Superior Performance. Karisma Publishing Group, Jakarta.

Saiman, L. 2014. Entrepreneurship (Theory, Practice, and Cases). Salemba Empat, Jakarta

Setiawan, H. 2013. The Effect of Market Orientation, Organizational Culture, and Entrepreneurship Orientation on Business Performance (Study on Small Business Processing in Palembang City). Journal of Management and Business Sriwijaya, Volume 11, Number 3, Pages 181-194.

Setyawati, H. A. 2013. The Effect of Entrepreneurship Orientation and Market Orientation on Company Performance Through Competitive Advantage and Perceptions of Environmental Uncertainty as Predicting Moderation Variables. Journal of Business Focus, Volume 12, Number 2, Pages 20-32.

Sulaeman. M. 2018. The Influence of Entrepreneurial Orientation, Market Orientation, and Product Innovation on Marketing Performance (Study in the Tofu Industry at the Banjar City Tofu Industry Center). Scientific Journal of Business Administration and Innovation, Volume 2, Number 1, Pages 153165.

Suswanti, W. H. 2016. The Effect of Market Orientation, Entrepreneurial Orientation, and Competitive Strategies on the Sales Performance of Bamboo Woven Home Industries (Study on Bamboo Woven Household Appliance Products in Cibuyur Village, Pemalang). Journal of Business Administration, Volume 5, Number 2, Pages 112-119.

Taleghani, M., S. Gilaninia, and S. M Talab. 2013. Market Orientation and Business Performance. Singaporean Journal of Business Economics and Management, Volume 5, Number 1, Pages 949-954.

Tutar, H., S. Nart, and D. Bingöl. 2015. The Effects of Strategic Orientations on Innovation Capabilities and Market Performance: The Case of ASEM. Procedia-Social and Behavioral Sciences, Volume 207, Pages 709-719.

Uncles, M. 2000. Market Orientation. Australian Journal of Management, Volume 25, Number 2, Pages 19.

Weerawardena, J. 2003. Exploring the Role of Market Learning Capability in Competitive Strategy. European Journal of Marketing, Volume 37, Number 34, Pages 407-429.

Wirawan, Y. R. 2017. The Effect of Market Orientation and Entrepreneurship Orientation on Marketing Performance of Batik SMEs in Jombang Regency. Equilibrium, Volume 5, Number, 1, Pages 56-69.

How to Cite

Fatikha, C., Rahayu, M. and Sumiati, S. (2021) “EFFECT OF ENTREPRENEURSHIP ORIENTATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE THROUGH COMPETITIVE ADVANTAGE”, Jurnal Aplikasi Manajemen, 19(2), pp. 448–458. doi:10.21776/ub.jam.2021.019.02.20.

Download Citation

EFFECT OF ENTREPRENEURSHIP ORIENTATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE THROUGH COMPETITIVE ADVANTAGE

Authors

Downloads

How to Cite

Login

submit

about

index

Indexed In

Keywords

Information

tools

Tools

Editorial Pick

Dynamics of Work Motivation: Unveiling the Mediating Role in the Relationship Between Organizational Culture, Work Environment, and Job Promotion on Employee Performance

Digital Navigation: The Role of Marketing Literacy, Employee Engagement, and Internal Culture in SMEs' Success

MSME Strategy in the Digital Era: The Role of Social Media and Environmental Dynamics in Improving Business Performance

Trying to Survive: A Phenomenography of Ethno-Religion-Cultural-Based Family Business Management Resilience During Pandemic Situation

Analyzing The Serial Mediation of Customer Brand Co-Creation Behavior and Perceived Value in Enhancing Revisit Intention

Sustainability Report and Company Performance: The Geopolitical Impact in Indonesia

Celebrity Endorsement’s Impact on Female College Student Behavior: Investigating Bandwagon Effect, Hedonic, and Utilitarian Value

Shared Memories, Shared Stories: How Memorable Travel Experiences, Destination Attachment, and Tourist Satisfaction Drive sWOM Intentions

Innovation Strengthens the Influence of Digitalization and Entrepreneurial Orientation on Business Performance

Building Excellence Among Muslim Entrepreneurs Through Digital Innovation: The Role of Capabilities and Knowledge Sharing in the Digital Era

Examining Entrepreneurial Leadership on Tourism Performance: Mediating Role Entrepreneurial Orientation and Moderating Government Support

Footwear Industry Investigation: The Impact of Attitude and Habits on Use Intention in Generation Z Based on Theory of Planned Behavior

Decoding University Choices: Assessing the Impact of Customer Relationship Management on Decision-Making

Deep Learning-Based Portfolio Management: Empirical Study of Listed Shares on the Indonesian Stock Exchange

The Power of Green Intellectual Capital: Driving Sustainability and Profitability through ESG Practices

Achieving Supply Chain Resilience: The Role of Digital Transformation and Supply Chain Process Integration in Market Uncertainty

Decision Paying Zakah Based on Religiosity and Income: Mediating Role of Awareness

Employee Performance: Exploring Transformational Leadership, Organizational Culture, and Employee Engagement as a Mediator in Micro, Small, and Medium Enterprise Food Sector

The Impulse Buying of Gen-Z in Surabaya When Using Digital Payment with Gender as Moderation

Improving the E-Commerce Ecosystem to Support Online Sales for SMEs: A Case in the Leather Bag and Shoes Industry