JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
Vol 6 No 2 (2021): Jurnal NUSAMBA

Peran Entrepreneurial Marketing dalam Memediasi Kompetensi Sumber Daya Manusia dan Inovasi untuk mencapai Keunggulan Kompetitif

Subagyo Subagyo (Universitas Nusantara PGRI Kediri)
Gesty Ernestivita (Universitas Nusantara PGRI Kediri)
Eupharasia Susy Suhendra (Universitas Gunadarma Jakarta)

Article Info

Publish Date
26 Oct 2021

Abstract

This study aims to determine the effect of HR competence and innovation on competitive advantage with entrepreneurial marketing as an intervening variable in the Food and Beverage Industry in East Java. This research is a quantitative research. The sample was determined as many as 100 entrepreneurs by purposing sampling technique. The data obtained from the questionnaire was then analyzed using SEM with the Smart PLS application tool. The results showed that the competence of HR and entrepreneurial marketing partially had a significant positive effect on competitive advantage, while innovation had no significant effect on competitive advantage. HR competence and innovation significantly affect entrepreneurial marketing. Likewise, it is proven that entrepreneurial marketing is proven to be able to mediate HR competencies and innovation to competitive advantage.

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Journal Info
JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
Website

Abbrev

manajemen

Publisher

Universitas Nusantara PGRI Kediri

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Journal of Nusamba is a peer review journal published by Department of Management and the media for researchers and lecturers who will publish the results of their research. The aim of the Journal is to facilitate scientific publication of the results of researches in Indonesia and participate to ...