Research Article
The Role of Product Innovation and Entrepreneurial Orientation Towards Marketing Performance Through Competitive Advantage
@INPROCEEDINGS{10.4108/eai.10-8-2022.2320835, author={Dewi Komala Sari and Muhammad Yani and Lilik Indayani and Debby Maylina Chabibah}, title={The Role of Product Innovation and Entrepreneurial Orientation Towards Marketing Performance Through Competitive Advantage}, proceedings={Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2022}, month={8}, keywords={competitive advantage entrepreneurial orientation product innovation marketing performance}, doi={10.4108/eai.10-8-2022.2320835} }- Dewi Komala Sari
Muhammad Yani
Lilik Indayani
Debby Maylina Chabibah
Year: 2022
The Role of Product Innovation and Entrepreneurial Orientation Towards Marketing Performance Through Competitive Advantage
ICBAE
EAI
DOI: 10.4108/eai.10-8-2022.2320835
Abstract
This gain of this study is to determine the product innovation and the orientation of enterpreneur role towards the performance of marketing through Competitive Advantage in Convection MSMEs in Pasuruan (Legok Gempol Village Convection MSME Study). Using a quantitative approach with a survey method, this approach can be used to test the theory objectively by examining the relationship between variables. Sampling with the Non Probability Sampling technique with the saturated sample method, the number of samples was 130 MSME convection actors in Legok Gempol Village. The data analysis technique uses the Structural Equation Modeling (SEM) Partial Least Square (PLS) approach using SmartPLS software version 30. The research results include: Product Innovation has a significant positive effect on Competitive Advantage, Product Innovation has a significant positive effect on Marketing Performance, Competitive Advantage has a significant positive effect on Marketing Performance, and Entrepreneurial Orientation has a significant positive effect on Competitive Advantage. Competitive advantage indicates the relationship between Product Innovation to Marketing Performance. Competitive advantage indicates the relationship between Orientation to Marketing Performance.
