ANALISIS PENGARUH ORIENTASI KEWIRAUSAHAAN DENGAN KEUNGGULAN BERSAING, INOVASI DAN KAPABILITAS PEMASARAN SEBAGAI VARIABEL INTERVENING TERHADAP KINERJA PEMASARAN (Studi Pada Usaha Mikro Kecil dan Menengah di Kota Semarang)

Abstract

The purpose of this study is to analyze analyze the effect of entrepreneurial orientation on marketing performance with competitive advantage, innovation and marketing capabilities as intervening variables. The population in this study were Micro, Small and Medium Enterprises owners, where respondents were owners of Micro, Small and Medium Enterprises in the city of Semarang. The number of samples used was 128 respondents. The method of data collection is done through a questionnaire method. This study uses Structural Equation Modeling (SEM) analysis techniques using the AMOS 24 analysis tool. The results of this study indicate that the entrepreneurship orientation has a positive and significant effect on competitive advantage, entrepreneurship orientation has a positive and significant effect on innovation, the entrepreneurship orientation has a positive and significant effect on marketing capability, competitive advantage has a positive and significant influence on marketing performance, innovation has a positive and significant effect on marketing performance, marketing capability has a positive and significant effect on marketing performance.