KEUNGGULAN BERSAING MEMEDIASI PENGARUH ORIENTASI PASAR TERHADAP KINERJA PEMASARAN

  • I Komang Eddy Jaya Palwaguna Universitas Udayana
  • Ni Nyoman Kerti Yasa Universitas Udayana
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Abstrak

Marketing performance is a measure of achievement obtained from the overall marketing process activities of a company or organization. The purpose of this study is to explain the effect of market orientation on marketing performance, effect of market orientation on competitive advantage, the effect of competitive advantage on marketing performance, and role of competitive advantage in mediating the effect of market orientation on marketing performance in UKM Batu Bata in Tulikup, Gianyar. The number of samples are 70 with non probality sampling method. Data collection through interviews and observations. The analysis technique used is Path Analysis. Based on the results, market orientation has a positive effect on the marketing performance, competitive advantage has a positive effect on the marketing performance and competitive advantage reduces the influence of market orientation on the marketing performance.


Keywords: market orientation, competitive advantage, marketing performance

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Diterbitkan
2021-12-23
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PALWAGUNA, I Komang Eddy Jaya; YASA, Ni Nyoman Kerti. KEUNGGULAN BERSAING MEMEDIASI PENGARUH ORIENTASI PASAR TERHADAP KINERJA PEMASARAN. E-Jurnal Manajemen, [S.l.], v. 10, n. 12, p. 1347 - 1366, dec. 2021. ISSN 2302-8912. Tersedia pada: <https://ojs.unud.ac.id/index.php/manajemen/article/view/70175>. Tanggal Akses: 20 feb. 2026 doi: https://doi.org/10.24843/EJMUNUD.2021.v10.i12.p05.
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Terbitan
Vol 10 No 12 (2021)
Bagian
Articles
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

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