Suryono, Imam (2024) Pengaruh Orientasi Pasar dan Orientasi Kewirausahaan terhadap Kinerja Pemasaran yang Dimediasi Inovasi dan Keunggulan Bersaing pada Usaha Kecil Menengah Makanan Berbasis Kearifan Lokal di Kabupaten Bogor. Doctoral thesis, Universitas Merdeka Malang.

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Abstract

The aim of the research is to analyze the role of innovation and competitive advantage in mediating market orientation and entrepreneurial orientation on marketing performance among local wisdom-based food SMEs in Bogor Regency. This research is quantitative research with a causality design. The population is local wisdom-based food SMEs with a sample size of 143 respondents, accordingto the analytical tool used, namely SEM AMOS. Market orientation has no impacton innovation. Entrepreneurial orientation has an impact on innovation. Market orientation and entrepreneurial orientation influence competitive advantage, can be used as strategic choices to increase the competitive advantage of food SMEs based on local wisdom. Market orientation and entrepreneurial orientation influence marketing performance. Innovation cannot be used to improve marketing performance but competitive advantage has an impact on marketing performance. Innovation is unable to mediate the influence of market orientation and entrepreneurial orientation on marketing performance. Competitive advantage is able to mediate the influence of market orientation and entrepreneurial orientation on marketing performance To be able to generalize these findings, it is still necessary to develop variables that influence the marketing performance of SMEs, apart from that it also needs to be researched with different objects, not only on food SMEs but also on other SMEs.

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