eprintid: 50235
rev_number: 31
eprint_status: archive
userid: 22662
dir: disk0/00/05/02/35
datestamp: 2025-07-03 05:33:44
lastmod: 2025-07-03 05:33:44
status_changed: 2025-07-03 05:33:44
type: thesis
metadata_visibility: show
creators_name: Oktavia, Vannessa Yolanda
creators_id: 5551210158
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Damarwulan, Liza Mumtazah
contributors_name: Ganika, Gerry
contributors_id: 197411292005012001
contributors_id: 198205172006041003
corp_creators: Universitas Sultan Ageng Tirtayasa
corp_creators: Fakultas Ekonomi dan Bisnis
corp_creators: Jurusan Manajemen
title: PENGARUH MARKET ORIENTATION TERHADAP
MARKETING PERFORMANCE DENGAN PRODUCT INNOVATION  DAN COMPETITIVE ADVANTAGE SEBAGAI VARIABEL MEDIASI
(Studi Pada Usaha Mikro Makanan Di Provinsi Banten)
ispublished: pub
subjects: H1
divisions: Managemen
divisions: FEB
full_text_status: restricted
keywords: market orientation, product innovation, competitive advantage, market orientation, mediating.
Orientasi Pasar, Inovasi Produk, Keunggulan Bersaing, Kinerja Pemasaran, Mediasi.
note: 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.
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.
date: 2025
date_type: published
pages: 105
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: MANAJEMEN
thesis_type: sarjana
thesis_name: sarjana
citation:   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.   
document_url: https://eprints.untirta.ac.id/50235/17/Vannessa%20yolanda%20oktavia_5551210158_Fulltext_.pdf
document_url: https://eprints.untirta.ac.id/50235/3/Vannessa%20yolanda%20oktavia_5551210158_02%20.pdf
document_url: https://eprints.untirta.ac.id/50235/4/Vannessa%20yolanda%20oktavia_5551210158_03%20.pdf
document_url: https://eprints.untirta.ac.id/50235/5/Vannessa%20yolanda%20oktavia_5551210158_04%20.pdf
document_url: https://eprints.untirta.ac.id/50235/6/Vannessa%20yolanda%20oktavia_5551210158_05%20.pdf
document_url: https://eprints.untirta.ac.id/50235/7/Vannessa%20yolanda%20oktavia_5551210158_Ref.pdf
document_url: https://eprints.untirta.ac.id/50235/8/Vannessa%20yolanda%20oktavia_5551210158_Lamp%20.pdf
document_url: https://eprints.untirta.ac.id/50235/19/Vannessa%20yolanda%20oktavia_5551210158_01.pdf