THE IMPACT OF MARKET ORIENTATION ON MARKETING PERFORMANCE: EXPLORING THE MODERATING ROLE OF COMPETITIVE ADVANTAGE

Dahmiri, Dahmiri and Junaidi, Junaidi and Johannes, Johannes and yacob, syahmardi and Indrawijaya, Sigit (2024) THE IMPACT OF MARKET ORIENTATION ON MARKETING PERFORMANCE: EXPLORING THE MODERATING ROLE OF COMPETITIVE ADVANTAGE. Business: Theory and Practice, 25 (1). pp. 164-174. ISSN 1648-0627 / eISSN 1822-4202

Text Business Theory and Practice (TERBIT).pdf Download (350kB)

Abstract

This research analyses the influence of market orientation and competitive advantage on MSMEs’ marketing performance, with competitive advantage as a moderating variable. The research methodology em ploys path analysis using Smart PLS software version 4.0 and involves 397 MSME owners in Jambi City, Jambi Province, Indonesia. The analysis results indicate that market orientation and competitive advantage signifi cantly influence MSME marketing performance. Additionally, competitive advantage moderates, strengthen ing the relationship between market orientation and marketing performance. These findings have practical implications for MSME owners, suggesting that focusing on developing market orientation and competitive advantage can enhance their marketing performance. Furthermore, this study contributes to the theoretical understanding of factors influencing MSMEs marketing performance and encourages further research on ele ments that most impact competitive advantage. It also provides recommendations for policymakers to sup port enhancing MSME marketing performance through various supportive policies. However, this research has limitations, such as the lack of specific elements of market orientation with significant impacts and a need to better understand the moderation mechanism between market orientation and marketing performance through competitive advantage, which could be subjects of future research.

Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dahmiri
Date Deposited:	21 Feb 2025 01:11
Last Modified:	21 Feb 2025 01:11
URI:	https://repository.unja.ac.id/id/eprint/75598

Actions (login required)

View Item