The Effect Of Competitive Advantage And Market Orientation On Marketing Performance in Chicken Business In Medan
Keywords:
competitive advantage; market orientation; marketing performance
Abstract
This study aims to determine whether competitive advantage and market orientation simultaneouslypositive and significant effecttomarketing performance beef chicken business in Medan, Jalan Sei Sikambing, Jalan Kampung Lalang and Jalan Petisah. The data analysis technique used is the quantitative associative method with the help of the SPSS program. This study uses multiple linear regression analysis. The research sample was 96 respondents. Primary data collection using a questionnaire. The results show that competitive advantage and market orientation simultaneouslypositive and significant effecttomarketing performance beef chicken business in Medan, Jalan Sei Sikambing, Jalan Kampung Lalang and Jalan Petisah.
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References
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Barringer, BR, and Ireland, RD (2014). Entrepreneurship: Successfully Launching New Ventures. New Jersey: Pearson.
Darya, IG (2014). The Effect of Environmental Uncertainty and Characteristics of Entrepreneurship on Business Competence and Performance of Micro and Small Enterprises in Balikpapan City. Journal of Innovation and Entrepreneurship: Vol.1, No.1, 65-78.
Dwanto, Wawan et al, 2014. Management of Innovation Opportunities for Success in Facing Change, Andi, Yogyakarta.
Echdar, S. (2013). Entrepreneurship Management: Tips for Being an Entrepreneur. Yogyakarta: ANDI Publisher.
Ghosh, B., Kumuthadevi, K., and Jublee, D. (2016). Linkage Among Competitiveness, Competitive Advantage and Competitive Priority of Apparel Export Firms at Tirupur. International Journal of Management Research and Review, 1012-1029.
Hendro, 2013. The Basics of Entrepreneurship, Erlangga, Jakarta.
Iskandar, D., Ramadhani, E., and Bahri, S. (2014). Entrepreneurship. Jakarta: Media Wacana Partner Publisher.
Janet, M., and Ngugi, K. (2014). Influence of Entrepreneurial Marketing on the Growth of SMEs in Kiambu Town-CBD, Kenya. European Journal of Business Management: Vol.1, Issue.11, 361-377.
Jiasheng, L., and Chia-Jung, H. (2015). A Research in Relating Entrepreneurship, Marketing Capability, Innovative Capability and Sustained Competitive Advantage. Journal of Business and Economics Research: Vol 8, No 9, 109-119.
Juliandi, Azuar. 2013. Quantitative Research Methods For Business Sciences. Medan: M2000.
Kartajaya, H. (2015). Hermawan Kartajaya's Journey of Thought on Marketing Concepts. Jakarta: Erlangga Publisher.
Kotler, Phillip and Gary Armstrong. 2013. Fundamentals of Marketing Management Edition Nine Volumes 1. Jakarta : Index.
Merati, Beautiful. (2017). The Influence of Market Orientation, Innovation, Entrepreneurship Orientation Through Competitive Advantage on Marketing Performance.
Noor, Henry Faizal. 2013. Managerial Economics. Jakarta: PT. King Grafindo Persada.
O'Dwyer, M., Gilmore, A., and Carson, D. (2015). Innovative Marketing in SMEs: A Theoretical Framework. European Business Review: Vol.21, No.6, 504-515.
O'Shannassy, T. (2015). Sustainable Competitive Advantage or Temporary Competitive Advantage: Improving Understanding of an Important Strategy Construct. Journal of Strategy and Management: Vol.1, No.2,168-180.
Pattipeilohy, Victor Ringhard. (2018). Product Innovation and Competitive Advantage: Its Effect on Marketing Performance (Study on Nasi Kuning Business in Batu Meja Village, Ambon City).
Prasetya, GH, Rahardja, E., and Hidayati, R. (2016). Building Competitive Advantage through Strategic Alliances to Improve Company Performance (Case Study at PT. POS Indonesia Region VI Central Java and DIY) . Journal of Management and Organizational Studies: Vol.4, No.2, 1-19.
Revelation, Niken. (2017). The Effect of Competitive Advantage And Product Innovation With Marketing Performance On Tegalan Batik Business In Tegal Regency.
Sigalas, C., Economou, VP, and Georgopoulos, NB (2013). Developing a Measure of Competitive Advantage. Journal of Strategy and Management: Vol.6, No.4, 320-342.
Slamet, F., Tunjungsari, HK, and Ie, M. (2014). Entrepreneurial Fundamentals: Theory and Practice. Jakarta: PT Index.
Sugiyono, (2015). Management Research Methods. Bandung. Alphabet.
Suryana, 2013. Entrepreneurship, Salemba Empat, Jakarta.
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Published
2022-10-12
How to Cite
Rahmad Hudapi Purba, M. Isa Indrawan, & Ramadhan. (2022). The Effect Of Competitive Advantage And Market Orientation On Marketing Performance in Chicken Business In Medan. Britain International of Humanities and Social Sciences (BIoHS) Journal, 4(3), 477-489. https://doi.org/10.33258/biohs.v4i3.768
Section
Articles
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