PENGARUH ORIENTASI PASAR DAN INOVASI PRODUK MELALUI KEUNGGULAN BERSAING TERHADAP KINERJA PEMASARAN PRODUK UMKM (Studi Kasus DPC UMKM Remojong Adab Brebes)

Abstract

The marketing performance of MSME actors is lagging behind other business actors, increasingly making MSMEs difficult in developing their business. Market orientation, product innovation and competitive advantage are the focus that must be done so that marketing performance is higher. The purpose of this study was to determine and analyze the effect of market orientation and product innovation through competitive advantage on marketing performance at MSME Remojong Adab Brebes. The variables of this research are market orientation, product innovation, competitive advantage and marketing performance. The population of this study were members of the MSME Remojong Adab Brebes with 78 respondents. The analysis used was descriptive analysis, structural equation modeling (SEM) Partial Least Square (PLS). The results of this study indicate that market orientation does not have a positive effect on competitive advantage, it shows that market orientation has only a slight effect on the competitive advantage of Remojong Adab Brebes SMEs, this is based on the market orientation construct has a t-statistic value of 0.730 smaller than 1.96, and p-values of 0.465 are greater than 0.05. Market orientation does not have a positive influence on marketing performance, it shows that market orientation cannot significantly affect the marketing performance of MSME Remojong Adab Brebes, this is based on the market orientation construct having a t-statistic value of 0.501 which is smaller than 1.96, and a p-value -values of 0.617 are greater than 0.05. Product innovation has a positive influence on competitive advantage. This shows that product innovation carried out by MSME Remojong Adab Brebes will affect competitive advantage in business, this is based on the product innovation construct having a t-statistic value of 12.469 greater than 1.96, and a p-value of 0.000 less than 0.05. Product innovation has a positive influence on marketing performance. This shows that product innovation carried out by MSME Remojong Adab Brebes will greatly improve the marketing performance of MSME products. 0.000 is less than 0.05. Competitive advantage has a positive influence on marketing performance, this shows that the competitive advantage of Remojong Adab Brebes SMEs has a major influence in improving the marketing performance of Remojong Adab Brebes SMEs products. This is based on the competitive advantage construct, which has a t-statistic value of 3.935, which is greater than 1.96, and a p-value of 0.000, which is smaller than 0.05. Competitive advantage cannot mediate the relationship between market orientation and marketing performance, this is indicated by the t-statistic value of 0.715 less than 1.9, and p-values of 0.475 greater than 0.05. Competitive advantage can mediate the relationship between product innovation and marketing performance, this is indicated by the t-statistic value of 3.684 greater than 1.96, and the p-values of 0.000 less than 0.05.