Marketing Performance: Entrepreneurial Orientation AND Competitive Advantage

Abstract

The aim of the study was to examine entrepreneurial orientation towards marketing performance mediated competitive advantage. The research design used quantitative descriptive research using primary data in the form of respondents' answers through questionnaires. The sample of this study is the leader / owner / decision maker in the nutmeg candied industry in Bogor Regency, West Java, which amounted to 185. The results of the study explained that entrepreneurial orientation is able to improve marketing performance, while competitive advantage is able to moderate between entrepreneurial orientation and marketing performance. However, there are research findings that explain that the competitive advantage of these entrepreneurs is not the only way for the industry to be able to compete, it turns out that there is another thing, namely continuous innovation. Keywords: entrepreneurial orientation, competitive advantage and marketing performance.