Influence of Innovation and Entrepreneurial Orientation on Competitive Through Marketing Performance as Moderating

Authors

  • Eka Melany Aprillia Indonesian College of Economics (STEI), Jakarta

DOI:

https://doi.org/10.58777/mbs.v1i2.227

Keywords:

Innovation, Entrepreneurial Orientation, Competitiveness Excellence, Marketing Performance

Abstract

This study aims to determine the direct influence of innovation and entrepreneurial orientation on competitive advantage with marketing performance as a moderating variable on handicraft MSME entrepreneurs in East Jakarta and the indirect effect of innovation on competitive advantage through marketing performance, the effect of entrepreneurial orientation on competitive advantage through marketing performance. The research strategy used is quantitative. The population in this study are SMEs registered with the Mayor of East Jakarta. The sampling technique used was purpose sampling with data collection instruments consisting of questionnaires. The data taken is primary data. This study uses Path Analysis. The results of the study concluded that innovation and entrepreneurial orientation have a direct effect on competitive advantage through marketing performance. For the mediating effect, marketing performance is not a variable that moderates innovation towards competitiveness excellence. Nevertheless, marketing performance fully moderates entrepreneurial orientation towards competitiveness excellence. The managerial implication of these findings is that MSMEs need to pay attention not only to aspects of innovation and entrepreneurial orientation in their strategy but also to the importance of marketing performance management.

References

Afifah, F., Nofialdi, N., & Fitriana, W. (2022). Pengaruh Orientasi Pasar, Orientasi Kewirausahaan, Dan Manajemen Pengetahuan Melalui Keunggulan Bersaing Terhadap Kinerja Pemasaran Umkm Pengolah Kopi di Kabupaten Tanah Datar. Jurnal Sosio Agribisnis, 7(2), 58–75. https://doi.org/10.33772/jsa.v7i2.27538

Azizah, Maftukhah. (2017). Pengaruh Kemitraan Dan Orientasi Pelanggan Terhadap Kinerja Pemasaran Melalui Keunggulan Bersaing. Management Analysis Journal, 6 (2), 207-213. https://doi.org/10.15294/maj.v6i2.17679

Barkah Susanto dan Nur Laila Yuliani. (2022) Prospek Implementasi SAK ETAP Berbasis Kualitas Laporan Keuangan UMKM, Jurnal Ekonomi dan Bisnis Optimum. 5(1). 1. https://doi.org/10.12928/optimum.v5i1.7796

Bharadwaj (2023). Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions. Journal of Marketing. 57. https://doi.org/10.2307/1252221

C. Kusuma dan V. Lutfiany. (2018). Persepsi UMKM dalam Memahami SAK EMKM, Jurnal AKUNIDA. 4(2). 2. https://doi.org/10.30997/jakd.v4i2.1550

Costa, M. d. P. B., & Cabral, J. E. d. O. (2020). The Relationship Knowledge, Learning, Innovation, and Competitive Advantages: A Conceptual Model By and (Embrapa). The International Journal of Technology, Knowledge, and Society. https://doi.org/10.18848/1832-3669/cgp/v06i03/56101

Dewi Novita Sitorus. (2019). Analisis Determinan Tingkat Pengetahuan Pelaku UMKM mengenai SAK ETAP serta Pengaruhnya terhadap Kemudahan Akses ke Lembaga Keuangan. Jurnal Akuntansi Universitas Indonesia. 8(1). 87.

Dewi Novita Sitorus. (2018). Analisis Determinan Tingkat Pengetahuan Pelaku UMKM mengenai SAK ETAP serta Pengaruhnya terhadap Kemudahan Akses ke Lembaga Keuangan. Jurnal Akuntansi Universitas Indonesia. 8(1). 87.

Dewi, Suparna. (2017). Peran Inovasi Dalam Memediasi Pengaruh Orientasi Kewirausahaan Terhadap Keunggulan Bersaing Industri Kain Endek. E-Jurnal Manajemen Unud, 6(9), 5144-5174.

Fadhillah, Y., Yacob, S., & Lubis, T. A. (2021). Orientasi Kewirausahaan, Inovasi Produk, Dan Media Sosial Terhadap Kinerja Pemasaran Dengan Keunggulan Bersaing Sebagai Intervening Pada Ukm Di Kota Jambi. Jurnal Manajemen Terapan Dan Keuangan,10(01), 1–15. https://doi.org/10.22437/jmk.v10i01.12175

Ferdinand. (2022). Manajemen Pemasaran: Sebuah Pendekatan Strategi. Semarang: BP Undip.

Hajar, Sukaatmadja. (2019). Peran keunggulan Bersaing Memediasi Pengaruh Orientasi Kewirausahaan Terhadap Kinerja Pemasaran. E-Jurnal Manajemen Unud, 5 (10), 6580-6609.

Isa. (2020). Analisis Kompetensi Kewirausahaan, Orientasi Kewirausahaan, Dan Kinerja Industri Mebel. jurnal manajemen dan bisnis 15, (2), 159-168. https://doi.org/10.23917/benefit.v15i1.1327

Kuczmarski, TD (2019). Apa itu inovasi? Dan mengapa perusahaan tidak melakukan lebih banyak hal? Jurnal Pemasaran Konsumen, 20, 536-541.

Kumbara, Afuan. (2019). Influence of Product Innovation and Market Orientation on the Competitive Advantages of Bengkuang Processed Products in Padang. International Journal of Latest Engineering and Management Research (IJLEMR), 4 (9), 31-38. https://doi.org/10.35134/ekobistek.v9i1.1228

Kuwado. (2017). Masa Depan Ekonomi Indonesia Ada di Industri Kreatif: Learning Organizations. International Journal of Economic Research, 14 (20), 203-221.

Metekohy. (2018). Pengaruh Strategi Resource-Based dan Orientasi Kewirausahaan terhadap Keunggulan Bersaing Usaha Kecil dan Usaha Mikro. Jurnal Aplikasi Manajemen, 11 (1).

Nizam, M. F, Mufidah, E., dan Fibriyani, V., (2020). Pengaruh Orientasi Kewirausahaan Inovasi Produk Dan Keunggulan Bersaing Terhadap Pemasaran Umkm. Jurnal EMA. 5(2), 1214–24. https://doi.org/10.47335/ema.v5i2.55

Nofrizal, N., Aznuryandi, A., N, A., Affandi, A., & Juju, U. (2021). Pengaruh keunggulan bersaing terhadap kinerja pemasaran pengrajin rotan Pekanbaru. Journal of Business and Banking, 10(2), 279. https://doi.org/10.14414/jbb.v10i2.2487

Perwiranegara. (2020). Pengaruh Orientasi Kepemimpinan Pasar dan Strategi Inovasi terhadap Kinerja UKM (Studi pada UKM Kerajinan Bubut Kayu Kota Blitar). Jurnal Aplikasi Manajemen (JAM), 13 (1), 77-89.

Pradnyandana, Yasa. (2017). Pengaruh Inovasi Ramah Lingkungan Dan Kelengkapan Produk terhadap Kinerja Pemasaran Melalui Daya Saing Produk Ramah Lingkungan. E-Jurnal Manajemen Unud, 6 (7), 3738-3765.

Prakosa, Bagas. (2020). Pengaruh Orientasi Pasar, Inovasi Dan OrientasiPembelajaran Terhadap KinerjaPerusahaan Untuk Mencapai Keunggulan Bersaing (Studi Empiris Pada Industri Manufaktur DiSemarang). Journal StudiManajemen & Organisasi, 2(1)

Sulaeman, M. (2018). Pengaruh Orientasi Kewirausahaan, Orientasi Pasar, Dan Inovasi Produk Terhadap Kinerja Pemasaran. Jurnal Ilmiah Administrasi Bisnis Dan Inovasi, 2(1), 154–166. https://doi.org/10.25139/jai.v2i1.909

Suryana. (2017). Kewirausahaan, Edisi IV. Jakarta: Salemba Empat.

Tamamudin. (2020). Analisis Pengaruh Pengenalan Merek, Persepsi Kualitas, Harapan Konsumen dan Inovasi Produk terhadap Keputusan Membeli dan Dampaknya Pada Loyalitas Konsumen. Jurnal Penelitian, 9 (2), 283-300

Tjiptono, Fandy. (2019). Strategi Pemasaran Edisi 3. Yogyakarta: ANDI.

Wahyono, (2002). Orientasi Pasar dan Inovasi: Pengaruhnya Terhadap KinerjaPemasaran. Jurna lSains Pemasaran Indonesia, I(1).

Downloads

Published

2024-05-17

How to Cite

Aprillia, E. M. (2024). Influence of Innovation and Entrepreneurial Orientation on Competitive Through Marketing Performance as Moderating . Marketing and Business Strategy, 1(2), 69–79. https://doi.org/10.58777/mbs.v1i2.227

Issue

Section

Articles
image host Views: 119 | image host Downloaded: 125