ANALISIS PENGARUH SALURAN DISTRIBUSI, IMPLEMENTASI ERP DAN ORIENTASI KEWIRAUSAHAAN TERHADAP KINERJA PEMASARAN DENGAN KEUNGGULAN BERSAING SEBAGAI VARIABEL INTERVENING (Studi Pada Usaha Mikro Kecil dan Menengah di Kabupaten Pemalang)

Abstract

This study aims to analyze the influence of distribution channels, ERP implementation, entrepreneurial orientation on marketing performance with competitive advantage as an intervening variable. The population in this study were small and medium micro enterprises owners in Pemalang Regency. The sample in this study amounted to 104 respondents. The data collection method used in this study was using interview methods and questionnaires. This study uses analysis tool using the AMOS 24 with Structural Equation Modeling (SEM) analysis techniques. The results of this study indicate that distribution channels has a positive and significant effect on competitive advantage, ERP implementation has a positive and significant effect on competitive advantage, entrepreneurial orientation has a positive and significant effect on competitive advantage, distribution channels has a positive and significant effect on marketing performance, entrepeneurial orientation has a positive and significant effect on marketing performance, and competitive advantage has a positive and significant effect on marketing performance. In this research, the competitive advantage variable has the most influence on marketing performance with 0.508 of an estimated value. By implementing a competitive advantage strategy in MSME operational activities in Pemalang Regency, the marketing performance of MSMEs will increase.