Competitive advantage and marketing performance in smes :how the role of entrepreneurial and market orientation?

Abstract

The purpose of this study is to analyze the relationship between Entrepreneurial Orientation and competitive advantage in SMEs, analyze the relationship between Market Orientation and competitive advantage in SMEs, analyze the relationship between Entrepreneurial Orientation and Marketing Performance in SMEs, analyze the relationship between Market Orientation and Marketing Performance in SMEs, analyze the relationship between competitive advantage and competitive advantage. Marketing Performance in SMEs. The type of research used in this research is the type of explanatory research. The data collection method is survey technique. The sample in this study is SMEs in Tangerang Regency which are engaged in the creative industry with a sample size of 270 and the sampling technique used is simple random sampling. Data was obtained by distributing online questionnaires. The data analysis method used is Path Analysis using SPSS data processing tools. The results show that entrepreneurial orientation affects competitive advantage, market orientation affects entrepreneurial orientation, competitive advantage affects marketing performance, entrepreneurial orientation affects marketing performance and market orientation affects marketing performance.