The Effect of Innovation, Market Orientation, and Business Environment Through Competitive Advantages on The Marketing Performance of The Weaving Industry Of Troso in Jepara

Roudhotul Jannah; Rusdarti Rusdarti; Dorojatun Prihandono

doi:10.15294/jeec.v11i1.68575

Abdullah, A., Basalamah, S., Kamase, J., & Dani, I. (2017). Market Orientation and Entrepreneurial Competence toward Competitive Advantage and Marketing Performance on Micro Small and Medium Entreprises (MSMEs) On Seaweed Processesing. Journal of Research in Business and Management 4(12):20-27
Afriyie, S., Jianguo, & Musah, A. (2019). Innovation and Marketing Performance of SME in an Emerging Economy:the Moderating Effect of Transformational Leadership. Journal of Global Entrepreneurship Research 9(40):1-25
Aristiyo, Roro., Murwatiningsih. (2017). Meningkatkan Kinerja Pemasaran Melalui Keunggulan Bersaing dengan Orientasi Kewirausahaan, Orientasi Pasar, dan Kemitraan. Management Analysis Journal 6(1):37-44
Aziz, N., & Samad., S. (2016). Innovation and Competitive Advantage:Moderating Effects of Firm Age in Foods Manufacturing SMEs in Malaysia. Procedia Economics and Finance 35:256-266
Bamfo, B., & Kraa, J. (2019). Market Orientation and Performance of Small and Medium Enterprises in Ghana:The Mediating Role of Innovation. Cognet Business and Management:1-16
Dewi, N,.P, & Ekawati, N,. (2017). Peran Keunggulan Bersaing dalam Memediasi Pengaruh Orientasi Pasar Terhadap Kinerja Pemasaran. E-Jurnal Manajemen UNUD 6(9):4947-4977
Djojobo, C. & Tawas, H. (2014). Pengaruh Orientasi Kewirausahaan, Inovasi Produk, dan Keunggulan Bersaing terhadap Kinerja Pemasaran Usaha Nasi Kuning di Kota Manado. Jurnal EMBA, 2(3): 1214-1224.
Fauni, Mayang, Arini., Rusdarti, Wahyudin, Agus. (2017). Factors Influencing The Business Performance of SMES Convections in Kudus. Journal of Economic Education 6(2):124-133
Haryanti, S., & Nursusila, L. (2016). Membangun Kinerja Pemasaran Berbasis Inovasi Produk dan Keunggulan Bersaing Studi Empiris pada Kerajinan Gitar di Kabupaten Sukoharjo. Aktual 2(1):1-19
Hasan, A. (2013). Marketing dan Kasus-kasus Pilihan. Yogyakarta: CAPS
Herman, H., Hady, H., & Arafah, W. (2018). The Influence of Market Orientation and Product Innovation on The Competitive Advantage and its Implication toward Small and Medium Enterprises (UKM) Performance. International Journal of Science and Engineering Invention 04(08):8-21
Hertawan, Yudi. (2015). Pengaruh Lingkungan Bisnis dan Kepemimpinan Strategik Terhadap Strategi Bersaing dan Kinerja Bisnis (Studi pada Hotel non Bintang di Provinsi Kepulauan Riau). Jurnal Bisnis dan Manajemen XVII (2):90-108
Hidayatullah, S., Firdiansjah, A., Patalo, R., & Waris, A. (2019). The Effect of Entrepreneurial Marketing and Competitive Advantage on Marketing Performance. International Journal of Scientific and Technology Research 8(10):1298-1301
Medhika, N,. G,. Giantari, I., G., & Yasa, N,. (2018). Peran Keunggulan Bersaing Dalam Memediasi Orientasi Pasar dan Orientasi Kewirausahaan dengan Kinerja UKM. Jurnal Inovasi Bisnis dan Manajemen Indonesia 1(2):183-195
Merakati, Indah., Rusdarti., Wahyono. (2017). Pengaruh Orientasi Pasar, Inovasi, Orientasi Kewirausahaan melalui Keunggulan Bersaing Terhadap Kinerja Pemasaran. Journal of Economic Education:6(2)114-123
Mursid, M. (2014). Manajemen Pemasaran. Jakarta: PT.Bumi Aksara.
Riyanto,S. (2018). Analisis Pengaruh Lingkungan Internal dan Eksternal Terhadap Keunggulan Bersaing dan Kinerja Usaha Kecil Menengah (UKM) di Madiun. Jurnal Manajemen Bisnis dan Inovasi 5(3) November 2018:159-168.
Talaja, A., Miocevic, D., & Alfirevic, N. (2017). Market Orientation, Competitive Advantage and Business Performance:Exploring the Indirect Effect. Faculty of Economics and Business Zagreb:583-604
Usvita, M. (2015). Pengaruh Orientasi Kewirausahaan dan Orientasi Pasar Terhadap Kinerja Perusahaan Melalui Keunggulan Bersaing Sebagai Variabel Intervening (Survey pada UKM Pangan Dinas Perindagtamben Kota Padang). E-Jurnal Apresiasi Ekonomi 3(1) Januari 2015:31-37.
Wirda, F., Azra, T., & Herizon. (2016). The Influence on Managerial Competency and External Environment on the Competitive Advantage of a Creative Industrien in West Sumatra. MIMBAR 32 (1):126-138.

Abstract viewed - 87 times
PDF downloaded - 89 times

Affiliations

Roudhotul Jannah
Postgraduate, Universitas Negeri Semarang

Rusdarti Rusdarti
Postgraduate, Universitas Negeri Semarang

Dorojatun Prihandono
Postgraduate, Universitas Negeri Semarang

Content Top

The Effect of Innovation, Market Orientation, and Business Environment Through Competitive Advantages on The Marketing Performance of The Weaving Industry Of Troso in Jepara

Roudhotul Jannah ,
Rusdarti Rusdarti ,
Dorojatun Prihandono

Vol 11 No 1 (2022): June 2022

DOI 10.15294/jeec.v11i1.68575

Submitted: May 11, 2023

Published: May 12, 2023

Abstract

A concept used to measure the extent to which a company has achieved as a result of strategic success, which is influenced by innovation, market orientation, business environment and competitive advantage is marketing performance. The purpose of this study was to analyze the effect of innovation, market orientation, and business environment directly and indirectly on marketing performance through competitive advantage and to analyze the effect of competitive advantage on marketing performance. This study was a type of quantitative research using a correlational approach. The population in this study was entrepreneurs of the Troso weaving industry in Jepara. The numbers of samples determined in this study were 90 Small and Medium Industries (IKM). The data collection method was done by using a questionnaire which was tested using validity test, reliability test and classical assumption test. The data analysis techniques in this study were descriptive analysis, path analysis and sobel-test. The results of this study indicated that innovation, market orientation, and business environment have a positive effect on competitive advantage by 5.34%, 24.11% and 3.14%, respectively. Directly, innovation has an effect on marketing performance by 6.35% and indirectly through competitive advantage of 16.47%. Market orientation has a direct effect on marketing performance by 35.88% and has an indirect effect through competitive advantage of 35.01%. The business environment has a direct effect on marketing performance of 0.96% and has an indirect effect through a competitive advantage of 12.62%. Competitive advantage has a positive effect on marketing performance by 50.48%. The most dominant total effect is the market orientation variable of 70.89% and the smallest total effect is the business environment variable of 13.58.