Astrid Puspaningrum

Faculty of Economics and Business, University of Brawijaya, Malang, East Java of Indonesia

DOI : https://doi.org/10.58806/ijsshmr.2023.v2i3n04

Google Scholar Download Pdf
ABSTRACT

Small, Micro and Medium Enterprises are very real economic activities that exist in Indonesia. MSMEs play an important role in the lives of Indonesian people, especially for the development and progress of the Indonesian economy. The purpose of this study is to analyze the improvement of MSME marketing performance through an entrepreneurial orientation mediated by competitive advantage. The population of this study is the population in this study is the owner of MSMEs in the city of Malang amounted to 10,904 with a total sample of 100 MSME owners and sampling using simple random sampling technique. The analytical tool to test the hypothesis used Structural Equation Modeling (SEM) analysis. The results of this study are improving the marketing performance of MSMEs in Malang City through sales growth because of the role of entrepreneurial orientation through proactive courage in running a business which is indicated by marketing new products into new markets and has a high competitive advantage which is shown by being able to create products that have uniqueness. separate from its competitors (has its own characteristics).

KEYWORDS:

entrepreneurial orientation, competitive advantage and marketing performance

REFERENCES

1) Abdullah, A., Basalamah, S., Kamase, Jeni., Dani, I. 2017. Market Orientation and Entrepreneurial Competence towards Competitive Advantage and Marketing Performance on Micro Small and Medium Enterprises (MSMEs) On Seaweed Processing. Journal of Research in Business and Management, Volume 4, Issue 12, pp: 20-27.

2) Affendy, AH, Asmat Nizam., Abdul Talib., Farid MS2015. Entrepreneurial Orientation Effects on Market Orientation and SMEs Business Performance A SEM Approach. Review of Integrative Business & Economics Research, 4(3):259-271

3) Afsharghasemi, A., Zain, M., Sambasivan, M., & Imm, SNS 2013. Market orientation, government regulation, competitive advantage and internationalization of SMEs: A study in Malaysia. Journal of Business Administration Research, 2(2), 13

4) Baker, TL, Simpson, PM, and Siguaw, JA 1999. The Impact of Suppliers Perceptions on Reseller Market Orientation on Key Relationship Constructs. Journal of the Academy of Marketing Science, 27, 50-57

5) Basuki, and Rahmi Widyanti. 2012. Effect of Competitive Advantage Strategy and Market Orientation on Company Marketing Performance. Journal of Management at the Islamic University of Kalimantan (UNISKA) Banjarmasin.

6) Bharadwaj, SG, PRVaradarajan, &Fahly, J. 1993. Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions. Journal of Marketing. 1(57): 83-99.

7) Bratic, D. 2011. Achieving a Competitive Advantage by SCM. IBIMA Business Review,20 (2):13

8) Debbie, L. and Philip, S. 2001. The Development Of Modern Entrepreneurship in China. Stanford Journal of East Asia Affair. Vol. 01

9) Dess, GG & Lumpkin, GT 2005. The Role Of Entrepreneurial Orientation in Stimulating effective corporate Entrepreneurship. Academy of Management Executive, 19(1), 147-156

10) Devara, K. Satya and Sulistyawati, E. 2019. The Role of Product Innovation in Mediating the Effect of Market Orientation on Marketing Performance.E-Journal of Management, Vol. 8, No. 10, p. 6367-6387

11) Djodjobo. NV, Tawas.NV 2014. The Effect of Entrepreneurial Orientation, Product Innovation, and Competitive Advantage on the Marketing Performance of Nasi Kuning Business in Manado City. EMBA Journal Vol.2 No.3

12) Efrata, T. Cristian, Radianto, WE Dwi, Marlina, MA Evi, Budiono,SC 2019.The Impact of Innovation, Competitive Advantage, and Market Orientation on Firm's Marketing Performance in the Garment Industry in Indonesia. Advances in Economics, Business and Management Research, volume 100. International Conference of Organizational Innovation (ICOI 2019)

13) Frishammar, J. and Hörte, SA, 2007. The Role of Market Orientation and Entrepreneurial Orientation for New Product Development Performance in Manufacturing Firms. Technology Analysis & Strategic Management, 22(3): 251- 266

14) Ferdinand, A. 2011. Marketing Management: A Strategic Approach”, BPUndip, Semarang

15) Greenley, G. 1995. Market Orientation and Company Performance: Empirical Evidence. British Journal of Management 40, pp. 33-46

16) Harrison-Walker, LJ 2001. The measurement of a market orientation and its impact on business performance. Journal of Quality Management, 6, 139-172

17) Hussein, A. Sabil. 2019. Entrepreneurial Market Orientation and Marketing Performance: An Evidence from Malang Soybean Cracker Industry. Journal of Social Humanities (JSH), Special Edition.

18) Jaworski, BJ, & Kohli, AK, 1993. Market Orientation : Antecedents and Consequences, Journal of Marketing, Vol. 30, no. 4, pp. 467-477

19) Kamya, MT, Ntayi, JM, & Ahiauzu, A. 2010. Knowledge management and competitive advantage: The interaction effect of market orientation. African Journal of Business Management, 4(14), 2971–2980

20) Keh, HT, Nguyen, TTM, and Ng, HP (2007). The effects of entrepreneurial orientation and marketing information on the performance of SMEs. Journal of business ventures, 22(4), 592-611.

21) Lee DY and Tsang EWK, 2001, The Effect of Entrepreneurial Personality, Background and Network Activities on Venture Growth, Journal of Management Studies 38-4 pp 583- 602

22) Lakhal, L. 2009. Impact of Quality in Competitive Advantage and Organizational Performance. Journal of the Operational Research Society, 60 (25): 637- 645

23) Mafasiya, F. Fauzul, Hirobumi, T. and Tanaka, Y. 2010. Entrepreneurial Orientation and Business Performance of Small Medium Scale Enterprise of Hambantota District Sri Lanka. Asian Social Science. Vol.6,No.3.

24) Manek, D. 2013. Analysis of the Influence of Market Orientation on Marketing Performance in Processing Companies in Semarang City. Journal of Indonesian Marketing Science. Volume XII, No. , 121–148

25) Mansur, Shah MT & Takahashi Yoshi. 2012. Improvement of Firm Performance by Achieving Competitive Advantages Through Vertical Integration in the Apparel Industry of Bangladesh. Asian Economic and Financial Review, Vol. 2 (6), pp. 687-712

26) Mihalic, T. & Buhalis, D. 2013. Ict As A New Competitive Advantage Factor-Case Of Small Transitional Hotel Sector. Economic and Business Review, 15(1):33-56

27) Muis, I.2020. Marketing Strategy and Capability as the Mediators in Relationship of Market Orientation and Export Performance: A Case Study of Rattan Processing SMEs. Binus Business Review, 11(1), pp. 31-42

28) Miller, J. 2003. Outsourcing is Front Page. Canadian Journal of Administrative Science. Vol. 27. p. 168-179.

29) Narver, JC, & Slater, SF 1995. “The Effect of Market Orientation on Business Profitability, Journal of Marketing, pp:20 – 35.

30) Pardi, S., Suyadi, I., and Arifin, Z. 2014. The Effect of Market Orientation and Entrepreneurial Orientation toward Learning Orientation, Innovation, Competitive Advantages and Marketing Performance. European Journal of Business and Management, 6(21): 69-80.

31) Porter, M, E. 1990. Competitive Strategy. The Free Press. New York

32) Putri, AK, Suryana, Y., Tuhpawana, and Hasan, M. 2016. The Effect Of Market Orientation and Competitive Strategy On Marketing Performance A Survey on Furniture Product Industry in West Java, Indonesia. International Journal Of Enomics, commerce and Management Vol. IV, Issue 7, p. 274-289

33) Riswanto, A., Rasto., Hendrayati, H., Saparudin, M., Abidin, A. Zaenal, and Eka, AP Bumandafa. 2020. The Role Of Innovativeness-Based Market Orientation On Marketing Performance Of Small And Medium-Sized Enterprises In A Developing Country.Management Science Letters, 10, pp. 1947–1952

34) Runyan, R., Huddleston, P., and Swinney, J., 2006, Entrepreneurial Orientation. and Social Capital as Small Firm Strategies: a Study of Gender Differences from a Resource-Based Mew, Entrepreneurship Management, Vol. 2, pp. 455-477

35) Salehzadeh, R.,Khazaei Pool, J.,Tabaeian, RA,Amani, M.andMortazavi, M.2017. The impact of internal marketing and market orientation on performance: an empirical study in the restaurant industry,Measuring Business Excellence, Vol. 21 No. 4, pp. 273-290.

36) Solikahan, E. Zahra and Mohammad. A.2019.Entrepreneurial Orientation, Market Orientation And Financial Orientation In Supporting The Performance Of Karawo Smes In Gorontalo City. Journal of Applied Management (JAM) Volume 17 Number 4.

37) Sirivanh, T., Sasiwemon, S., and Meta, S. 2014. The Effect of Entrepreneurial Orientation and Competitive Advantage on SMEs' Growth: A Structural Equation Modeling Study. International Journal of Business and Social Science, 5(6): 189-194.

38) Uncles, Mark. 2000. Market Orientation. Australian Journal of Management. Vol. 25, No. 2

39) Zhang, Y., & Zhang, X. (2012) "The effect of entrepreneurial orientation on business performance: A role of network capabilities in China", Journal of Chinese Entrepreneurship, Vol. 4 Iss: 2, pp.132 – 142.

VOlUME 02 ISSUE 03 MARCH 2023