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All Journal JURNAL PENGABDIAN KEPADA MASYARAKAT JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) International Journal of Business Studies International Journal of Business Economics (IJBE) JURNAL ILMIAH MAKSITEK Economics, Business and Management Science Journal International Journal of Applied Finance and Business Studies Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Prioritas : Jurnal Pengabdian Kepada Masyarakat International Journal of Economic, Technology and Social Sciences (Injects)
Hery Syahrial
Jurusan Administrasi Publik, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Medan Area, Medan, Indonesia
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Journal : International Journal of Applied Finance and Business Studies

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The Effect of Market Orientation and Product Innovation on Performance-Mediated Competitive Advantage Marketing(Case Study of MSME Boutiq Women in Medan Market Center) satria Tirtayasa; Hery Syahrial; Nasib; Beby Nofriza
International Journal of Applied Finance and Business Studies Vol. 10 No. 1 (2022): June: Applied Finance and Business Studies
Publisher : TRIGIN PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (276.563 KB) | DOI: 10.35335/ijafibs.v10i1.47

Abstract

The purpose of this study was to examine the role of market orientation and product innovation on competitive advantage mediated by marketing performance on women's Boutiq SMEs in the market center. The quantitative associative methodology is used in this study. All fashion SMEs in the market center of Medan is the population in this study. The sample used is 120 respondents. Questionnaires and interviews that have been tested for validity and reliability are data collection techniques used. The data analysis used in this research are (1) structural model analysis (inner model), (2) reliability test (3) variance extract). The results of the study show that (1) the effect of market orientation on competitive advantage with a value of 4.185 is significantly positive. (2) market product innovation towards a competitive advantage with a value of 2.771 is significantly positive. (3) product competitive advantage on marketing performance with a value of 5.275, is positive and significant. (4) product innovation in mediating market marketing performance on marketing performance with a value of 6.334 is considered positively significant (5) market orientation towards a competitive advantage with a value of 6.360 is significantly positive. (6) the effect of competitive advantage on marketing performance with a value of 7.035 is positively significant. (7) the effect of product innovation on competitive advantage with a value of 6.334 is a significant positive.
Co-Authors Agnessyah Kardina Simamora Anita Mura Islaini Beby Nofriza Della Robica Effendi, Ihsan Haryaji Catur Putera Hasman Indra Muda Irene Nur Geofansa Isnaniah Isnaniah Jesica Eninta Sinulingga LUBIS, ADELINA Miftahuddin Miftahuddin Miftahuddin, Miftahuddin Misra Joviana Girsang Myisha Nevianda Nasib Rizki Rahmawani Robica, Della Rosmala Dewi Satria Tirtayasa Sunaryo Sunaryo Sunaryo, Sunaryo Sutrisno Sutrisno Tohap Parulian Wan Rizca Amelia Wiko Rizki Wijaya