MARKET ORIENTATION TO IMPROVE MARKETING PERFORMANCE THROUGH THE COMPETITIVE ADVANTAGES OF BATIK SMEs | Zendy

M. Taufiq Noor Rokhman | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Open Access

MARKET ORIENTATION TO IMPROVE MARKETING PERFORMANCE THROUGH THE COMPETITIVE ADVANTAGES OF BATIK SMEs

Author(s) -

M. Taufiq Noor Rokhman

Publication year - 2019

Publication title -

jurnal aplikasi manajemen

Language(s) - English

Resource type - Journals

eISSN - 2302-6332

pISSN - 1693-5241

DOI - 10.21776/b.jam.2019.017.03.13

Subject(s) - market orientation , business , marketing , structural equation modeling , sample (material) , population , competitive advantage , meaning (existential) , mathematics , psychology , statistics , sociology , chemistry , demography , chromatography , psychotherapist

The purpose of this study was to investigate competitive advantage as a mediator of the effect of market orientation on the marketing performance of Batik UKM in Malang. The population of this research is 100 batik SME owners in Malang. Sampling in this study uses saturated / census sampling, meaning that all populations are used as samples so that the sample of this study amounted to 100 respondents. Data analysis uses Structural Equation Modeling (SEM). The results showed that there was a direct and positive influence of market orientation on the marketing performance of batik SMEs in Malang City and the competitive advantage was able to mediate the influence of market orientation on the marketing performance of batik SMEs in Malang City.

The content you want is available to Zendy users.

Already have an account? Click here to sign in.

Having issues? You can contact us here

Accelerating Research