FARADINA, Hanifah (2023) The Influence Of Market Orientation, Innovation, And Competitive Advantage As Intervening Variable On Marketing Performance Of Culinary MSMEs In Purwokerto. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

MSMEs in the field of culinary are one of the most common categories, such as the types of heavy foods in restaurants, traditional snacks, and modern snacks that dominate MSMEs' activities. The high level of mass consumption has made this type of business more popular. Companies are required to be able to generate and develop new ideas or ideas that will be accepted by the society in order to compete in the business sector. The potential of a large number of MSMEs in Banyumas must be tapped to become a highly competitive enterprise. Hence, this research aims to find out whether market orientation and innovation with a competitive advantage as mediation have a positive influence towards marketing performance of Culinary MSMEs in Purwokerto. In this research, a questionnaire was used to perform a quantitative type of data analysis on 100 respondents from four sub-district in Purwokerto, and this research used a purposive sampling method. The data analysis used in this research is SEM-PLS. By using these variables, it concludes the output data of this research that: (1) there is positive and significant influence from market orientation and innovation towards competitive advantage, (2) there is positive and significant influence from market orientation, innovation, and competitive advantage towards marketing performance, (3) competitive advantage mediates the influence of market orientation and innovation towards marketing performance.

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