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Influence of Innovation and Entrepreneurial Orientation on Competitive Through Marketing Performance as Moderating 创新和创业导向对通过营销绩效调节竞争力的影响

Marketing and Business Strategy Pub Date : 2024-05-17 DOI: 10.58777/mbs.v1i2.227

Eka Melany Aprillia

{"title":"Influence of Innovation and Entrepreneurial Orientation on Competitive Through Marketing Performance as Moderating","authors":"Eka Melany Aprillia","doi":"10.58777/mbs.v1i2.227","DOIUrl":"https://doi.org/10.58777/mbs.v1i2.227","url":null,"abstract":"This study aims to determine the direct influence of innovation and entrepreneurial orientation on competitive advantage with marketing performance as a moderating variable on handicraft MSME entrepreneurs in East Jakarta and the indirect effect of innovation on competitive advantage through marketing performance, the effect of entrepreneurial orientation on competitive advantage through marketing performance. The research strategy used is quantitative. The population in this study are SMEs registered with the Mayor of East Jakarta. The sampling technique used was purpose sampling with data collection instruments consisting of questionnaires. The data taken is primary data. This study uses Path Analysis. The results of the study concluded that innovation and entrepreneurial orientation have a direct effect on competitive advantage through marketing performance. For the mediating effect, marketing performance is not a variable that moderates innovation towards competitiveness excellence. Nevertheless, marketing performance fully moderates entrepreneurial orientation towards competitiveness excellence. The managerial implication of these findings is that MSMEs need to pay attention not only to aspects of innovation and entrepreneurial orientation in their strategy but also to the importance of marketing performance management.","PeriodicalId":512383,"journal":{"name":"Marketing and Business Strategy","volume":"102 11","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141126079","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Marketing Events Mediating BEV Features and Operating Costs: Impact on Purchase Intentions 营销活动对电动汽车功能和运营成本的影响：对购买意向的影响

Marketing and Business Strategy Pub Date : 2024-05-17 DOI: 10.58777/mbs.v1i2.179

Faiz Mustafa, Perdana Wahyu Santosa

{"title":"Marketing Events Mediating BEV Features and Operating Costs: Impact on Purchase Intentions","authors":"Faiz Mustafa, Perdana Wahyu Santosa","doi":"10.58777/mbs.v1i2.179","DOIUrl":"https://doi.org/10.58777/mbs.v1i2.179","url":null,"abstract":"This research aims to find out the lack of influence of Batery Electric Vehicle (BEV) features and vehicle operating perspective costs on the interest in purchasing electric cars with marketing events as a mediation and review from an Islamic. This devotional population is a society over 21 years old that is domiciled in Jabodetabek. The sample in this study was made up of people who drove more than three times in one week, for a total of 100 respondents. The sampling technique uses a non-probability method with purposive sampling techniques through the distribution of questionnaires with Google forms. The analytical method used is the Partial Least squares Structural Equation Modeling method (PLS-SEM). The results of the study show that Feature influences Purchase Intention, Feature influences Marketing Event, Vehicle Operating Cost influences Purchase Intention, Marketing Event influences Purchase Intentions, Marketing Event mediates the influence of Feature on Purchase Intentions, Features, Vehicle Operating Costs, Marketing Events, and Purchase Intention BEV cars among the people in Jabodetabek. The implications of the results of this study present that purchase intention towards BEVs encourages producer management to optimally utilize all the variables analyzed in this study proportionally.","PeriodicalId":512383,"journal":{"name":"Marketing and Business Strategy","volume":"11 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140962837","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0