relation: https://eprints.untirta.ac.id/50235/
title: PENGARUH MARKET ORIENTATION TERHADAP  MARKETING PERFORMANCE DENGAN PRODUCT INNOVATION  DAN COMPETITIVE ADVANTAGE SEBAGAI VARIABEL MEDIASI  (Studi Pada Usaha Mikro Makanan Di Provinsi Banten)
creator: Oktavia, Vannessa Yolanda
subject: H Social Sciences (General)
description: 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.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/50235/17/Vannessa%20yolanda%20oktavia_5551210158_Fulltext_.pdf
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language: en
identifier: https://eprints.untirta.ac.id/50235/3/Vannessa%20yolanda%20oktavia_5551210158_02%20.pdf
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language: en
identifier: https://eprints.untirta.ac.id/50235/4/Vannessa%20yolanda%20oktavia_5551210158_03%20.pdf
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language: en
identifier: https://eprints.untirta.ac.id/50235/5/Vannessa%20yolanda%20oktavia_5551210158_04%20.pdf
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language: en
identifier: https://eprints.untirta.ac.id/50235/6/Vannessa%20yolanda%20oktavia_5551210158_05%20.pdf
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language: en
identifier: https://eprints.untirta.ac.id/50235/7/Vannessa%20yolanda%20oktavia_5551210158_Ref.pdf
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language: en
identifier: https://eprints.untirta.ac.id/50235/8/Vannessa%20yolanda%20oktavia_5551210158_Lamp%20.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/50235/19/Vannessa%20yolanda%20oktavia_5551210158_01.pdf
identifier:   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.