DESAIN KUALITAS STRATEGI PEMASARAN DAN KEUNGGULAN BERSAING DENGAN ORIENTASI KEWIRAUSAHAAN UNTUK MENINGKATKAN KINERJA BISNIS

Abstract

The big difference in the effect of entrepreneurial orientation to the creation of quality marketing strategy and competitive advantage in improving business performance raises problems faced by entrepreneurs in the SMEs sector improve business performance. This study examined the influence of environmental and entrepreneurial orientation on the quality of the marketing strategy and competitive advantage in improving business performance. The samples were entrepreneurs/owners of SMEs and analyzed by SEM. The result, in order to improve business performance, the quality of the marketing strategy is done by increasing the ability to respond to various marketing strategies are appropriate in determining the suitability of the selling price, the selection of media campaign effectiveness, accuracy goods distribution system and prioritize customer needs. While competitive advantage by improving the capabilities innovative performed, production management and marketing. Entrepreneurial orientation is done by improving the quality of marketing strategy innovation, willingness proactive, risk taking business skills, as well as having a high Futurity. Entrepreneurs also need to have a competitive advantage, through the application of entrepreneurial willingness reorientation seriously and effectively. Adaptation to diverse 2 business environment, including socio-economic conditions, political climate, and competitive conditions among SMEs.