Competitive Advantage and Marketing Performance on SMEs: Market Orientation and Innovation of Local Product in Bekasi, Indonesian

Winarso, Widi (2020) Competitive Advantage and Marketing Performance on SMEs: Market Orientation and Innovation of Local Product in Bekasi, Indonesian. Test Engineering & Management, 83 (March). pp. 18385-18395. ISSN 0193-4120

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Abstract

This paper aims to examine the effect of market orientation and innovation of local product on competitive advantage and marketing performance in SMEs in Bekasi. The type of research was explanatory research. The population were owners and labors SMEs in Bekasi. The number of samples were 120 owners and labors from all SMEs in Bekasi. The analysis method used SEM analysis. The results showed that market orientation had a significant effect on competitive advantage. This shows that the better the market orientation, the higher the competitive advantage. Innovation of local product had a significant effect on competitive advantage. It showed that the better the Innovation of local product, the higher the competitive advantage. Market orientation has no significant effect on marketing performance. It shows that the better market orientation does not necessarily improve marketing performance. Innovation of local product had a significant effect on marketing performance. The better the Innovation of local product, the higher the marketing performance. The performance of the visit had a significant effect on marketing performance. The better the performance of the visit, the higher the marketing performance.

Item Type: Article
Subjects: Umum > Jurnal
Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Creators:
CreatorsNIM/NIDN
Winarso, WidiUNSPECIFIED
Depositing User: Widi Narso
Date Deposited: 09 Jul 2020 02:04
Last Modified: 09 Jul 2020 02:04
URI: http://repository.ubharajaya.ac.id/id/eprint/3168

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