The Role of Entrepreneurship Orientation and Service Innovation Capability in Improving Market Performance Through Service Positional Advantage

Sudirmansyah Sudirmansyah, Alifah Ratnawati

Abstract


This study aims to identify and examine the factors influencing entrepreneurship orientation toward service positional advantage, service innovation capability toward service positional advantage, entrepreneurship orientation toward market performance, service innovation capability toward market performance, and service positional advantage toward market performance. Respondents in this study were coffee shop owners in West Kotawaringin, Central Kalimantan. The research method used was explanatory research through a quantitative approach, using a questionnaire as a tool to uncover data on entrepreneurship orientation, service innovation capability toward market performance, and service positional advantage as an intervening factor. The sample size for this study was 120 coffee shop owners in West Kotawaringin, Central Kalimantan. The analysis technique used in this study was data analysis using Smart PLS software. Three data collection methods were used: offline questionnaires and online Google Forms, which were then analyzed using static analysis techniques. The results of this study indicate that entrepreneurship orientation and service innovation capability have a positive effect on service positional advantage. Entrepreneurship orientation has a positive effect on market performance, and service innovation capability has a positive effect on market performance. Service positional advantage is able to mediate the relationship between entrepreneurship orientation and service innovation capability on market performance.

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