PERAN KEUNGGULAN BERSAING DALAM MEMEDIASI PENGARUH ORIENTASI PASAR TERHADAP KINERJA PEMASARAN
ABSTRACT: This study was
conducted with the aim of explaining the effect of market orientation on
competitive advantage, competitive advantage on marketing performance, market orientation
to marketing performance and competitive advantage in mediating the influence
of market orietation on marketing performance. This research was conducted on
the owner or manager of laundry SME in Kecamatan Kuta Selatan. The sample size
used in this study was 108 respondents. Determination of sample using technique
of NonProbability Sampling with Purposive Sampling. The analytical technique
used in this research is Path Analysis and Sobel Test. Based on the results of
the data analysis, the overall hypothesis is accepted that market orientation
has a positive and significant impact on competitive advantage, competitive
advantage has a positive and significant effect on marketing performance,
market orientation has positive influence and significant influence on
marketing performance, and competitive advantage can positively mediate the
effect of market orientation On Marketing performance at SME laundry in
Kecamatan Kuta Selatan.
Penulis: Ni Made Putri Dewi, Ni
Wayan Ekawati
Kode Jurnal: jpmanajemendd170184
