PENGARUH STRATEGI KEUNGGULAN BERSAING DAN ORIENTASI PASAR TERHADAP KINERJA PEMASARAN PERUSAHAAN
Abstrak: Based on empirical
studies and theoretical studies that market orientation and strategic
competitive advantage and a good marketing performance can be achieved by
Industry Small and Medium Enterprises (SMEs) when they can meet-indigo value of
each variable in an integrated manner. Therefore, the relationship of these
variables influence is very interesting to do the assessment and tested
empirically in the context of the Small Business Industry mengah (SMEs) in
South Kalimantan Province.
The purpose of this study theoretically (long-term) is expected for the
development of the science, especially in the field of marketing management
related to market-oriented marketing strategies to achieve competitive
advantage in order to improve the performance of SMEs Company marketing. While
practical purposes (short-term) is the finding of this study is expected to
provide information on the perpetrators indsustri small and medium enterprises
(SMEs) as a basis for improving the quality of products and services through
the process of market orientation. The method used in this study is a survey
method, whereas this type of research is classified as explanatory research.
Data analysis tool used in this study is the Partial Least Square (PLS)
The studies have shown that the market orientation positive significant
effect on the competitive advantage Strategy and Performance pemesaran company.
Competitive advantage strategy significantly positive effect on the performance
of corporate marketing. Also the orientation of the market through the support
of competitive advantage Strategy positive significant effect on the
improvement of the company's marketing performance.
Penulis: Basuki, Rahmi
Widyanti
Kode Jurnal: jpkomunikasidd140560
