PENGARUH MARKET ORIENTATION TERHADAP MARKETING PERFORMANCE DENGAN PRODUCT INNOVATION DAN COMPETITIVE ADVANTAGE SEBAGAI VARIABEL MEDIASI (Studi Pada Usaha Mikro Makanan Di Provinsi Banten)

Oktavia, Vannessa Yolanda (2025) PENGARUH MARKET ORIENTATION TERHADAP MARKETING PERFORMANCE DENGAN PRODUCT INNOVATION DAN COMPETITIVE ADVANTAGE SEBAGAI VARIABEL MEDIASI (Studi Pada Usaha Mikro Makanan Di Provinsi Banten). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to determine the role of Product Innovation (Z1) and Competitive Advantage (Z2) in mediating the effect of Market Orientation (X) on Marketing Performance (Y) in micro food businesses in Banten Province.The research method used is quantitative.The population in this study were micro food businesses in Banten Province with a research sample of 90 respondents using purposive sampling technique. The data analysis method used Structural Equation Modelling (SEM) with the SmartPLS 4.1 analysis tool. This study has the result that market orientation has a negative and insignificant effect on marketing performance. Market orientation has a positive effect on product innovation. Market orientation has a positive effect on competitive advantage. Product innovation has a positive effect on marketing performance. Competitive advantage has a positive effect on marketing performance. Product innovation mediates the effect of market orientation on marketing performance. Competitive advantage mediates the effect of market orientation on marketing performance.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Damarwulan, Liza Mumtazah	197411292005012001
Thesis advisor	Ganika, Gerry	198205172006041003

Additional Information:

Penelitian ini bertujuan untuk mengetahui peran Inovasi Produk (Z1) dan Keunggulan bersaing (Z2) dalam memediasi pengaruh Orientasi Pasar (X) terhadap Kinerja Pemasaran (Y) pada usaha mikro makanan di Provinsi Banten. Metode penelitian yang digunakan adalah kuantitatif. Populasi dalam penelitian ini adalah usaha mikro makanan di Provinsi Banten dengan sampel penelitian berjumlah 90 responden dengan teknik purposive sampling. Metode analisis data yang digunakan Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.1. Penelitian ini memiliki hasil bahwa orientasi pasar berpengaruh negarif dan tidak signifikan terhadap kinerja pemasaran. Orientasi pasar berpengaruh positif terhadap inovasi produk. Orientasi pasar berpengaruh positif terhadap keunggulan bersaing. Inovasi produk berpengaruh positif terhadap kinerja pemasaran. Keunggulan bersaing berpengaruh positif terhadap kinerja pemasaran. Inovasi produk memediasi pengaruh orientasi pasar terhadap kinerja pemasaran. Keunggulan bersaing memediasi pengaruh orientasi pasar terhadap kinerja pemasaran.

Uncontrolled Keywords:

market orientation, product innovation, competitive advantage, market orientation, mediating. Orientasi Pasar, Inovasi Produk, Keunggulan Bersaing, Kinerja Pemasaran, Mediasi.

Subjects:

H Social Sciences > H Social Sciences (General)

Divisions:

05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen
05-Fakultas Ekonomi dan Bisnis

Depositing User:

Vannessa Yolanda Oktavia

Date Deposited:

03 Jul 2025 05:33

Last Modified:

03 Jul 2025 05:33

URI:

http://eprints.untirta.ac.id/id/eprint/50235

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