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

Autor:	M. Taufiq Noor Rokhman
Jazyk:	English<br />Indonesian
Rok vydání:	2019
Předmět:	marketing performance competitive advantage market orientation. Management. Industrial management HD28-70 Business HF5001-6182
Zdroj:	Jurnal Aplikasi Manajemen, Vol 17, Iss 3, Pp 489-495 (2019)
Druh dokumentu:	article
ISSN:	1693-5241 2302-6332
DOI:	10.21776/b.jam.2019.017.03.13
Popis:	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.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/7b96d1d65358415a8395763206f75914 Zobrazit plný text záznamu View record in DOAJ