Improving Marketing Performance Through Entrepreneurial Orientation Mediated by Competitive Advantage (Traders at Indrasari Traditional Market West Kotawaringin Regency)

Abstract

This study aims to examine the effect of entrepreneurial orientation on marketing performance with competitive advantage as a mediating variable among traders at Indrasari Traditional Market, West Kotawaringin Regency. This research uses a quantitative method with an explanatory approach. Data were collected through questionnaires distributed to 100 active stall traders using purposive sampling technique. Data analysis was conducted using the Partial Least Square (PLS) method. The results show that entrepreneurial orientation has a positive and significant effect on marketing performance. Entrepreneurial orientation also has a positive and significant effect on competitive advantage. Furthermore, competitive advantage has a positive and significant effect on marketing performance. The mediation test results indicate that competitive advantage is able to mediate the relationship between entrepreneurial orientation and marketing performance. This study concludes that improving entrepreneurial orientation supported by competitive advantage can enhance the marketing performance of traditional market traders.