INNOVATION STRATEGY, MARKET ORIENTATION IN IMPROVING COMPETITIVE ADVANTAGE and MARKETING PERFORMANCE OF UMKM IN GROBOGAN DISTRICT
Abstract
Abstract. This study aims to examine the role of associative explanatory methods to explore the relationship between the variables of Innovation Strategy, Market Orientation towards Competitive Advantage and Marketing Performance in MSMEs in Grobogan Regency investigated through explanatory research. The population studied was all MSME Entrepreneurs and Employees of Grobogan Regency with a sample of 130 respondents selected using the accidental random sampling method. Measurement of research variables was carried out through personal questionnaires with data collected through closed questionnaires. The range of statements in the questionnaire ranged from 1 to 5, with choices from Strongly Disagree (STS) to Strongly Agree (SS). The results of the study indicate that Innovation Strategy and Market Orientation have a positive and significant influence on Competitive Advantage, and are proven to have a significant positive impact on Marketing Performance. In addition, Competitive Advantage is also proven to have a positive and significant influence on Marketing Performance. These findings provide a strong basis for understanding the complex relationship between the variables of Innovation Strategy, Market Orientation on Marketing Performance and Competitive Advantage acts as a mediator in connecting the influence between Innovation Strategy Market Orientation and Marketing Performance of a company.
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DOI: http://dx.doi.org/10.30659/jrbi.v15i2.43763
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