THE EFFECT OF MARKET ORIENTATION AND SERVICE INNOVATION ON MARKETING PERFORMANCE MEDIATED BY COMPETITIVE ADVANTAGE
Main Article Content
Hendra
Hery Winoto Tj
Melitina Tecoalu
This study discusses market orientation and service innovation on marketing performance mediated by competitive advantage variables. The results of the research on the first hypothesis are an effect of market orientation on competitive advantage variables with a t-statistic of 6.767> 1.99 and a significance value of 0.000 <0.05. The second hypothesis in this study is that there is an effect of service innovation on the competitive advantage variable with t-statistic 2,227 > t-table 1.99 and a significance value of 0.026 <0.05. The third hypothesis in this study is that there is an effect of competitive advantage on the marketing performance variable with a t-statistic of 2.357 > 1.96 and a significance value of 0.010 < 0.05. The fourth hypothesis in this study is that there is an effect of market orientation on the marketing performance variable with t-statistic 3.126 > t-table 1.99 and a significance value of 0.002 <0.05. The fifth hypothesis in this study is that there is an effect of service innovation on the marketing performance variable with t-statistic 2,470 > t-table 1.99 and a significance value of 0.014 <0.05. The sixth hypothesis is that the competitive advantage variable can mediate the relationship between market orientation and marketing performance with t-statistic 2,209 > t-table 1.99 or p 0.028 <0.05. The seventh hypothesis is that the service innovation variable cannot mediate the relationship between market orientation and marketing performance with t-statistic 1.504 < t-table 1.99 or p 0.133>0.05.
Abdillah, R. Mohammad, Fajri and Rangkuti, Zulkifli. (2016). Analysis of Market Orientation, Business Environment, and Organizational Culture on Marketing Performance with Innovation as an Intervening Variable. Perbanas Review, 2 (2): 61-75.
Alma, B. (2013). Marketing Management and Service Marketing. London: Alfabeta.
Anto, M.B. Hendrie. (2013). Introduction to Islamic Microeconomics, Econesia, Yogyakarta: Economy.
Arikunto, Suharsimi. (2016). Research Procedures for a Practical Approach. Jakarta: Rineka Cipta.
Aryana, P., & Winoto Tj, H. (2018). PENGARUH BUDAYA ORGANISASI, ETIKA KERJA, DAN LOYALITAS TERHADAP KINERJA KARYAWAN (Studi kasus pada karyawan pendukung non akademik Universitas XYZ). Ilmiah Manajemen Bisnis, 17(2). Retrieved from http://ejournal.ukrida.ac.id/ojs/index.php/IMB/article/view/1528
Basuki, and Widyanti, Rahmi. (2012). The Effect of Competitive Advantage Strategy and Market Orientation on a Company's Marketing Performance. Journal of Management of the Islamic University of Kalimantan (UNISKA) Banjarmasin.
Delafrooz, Narges et al. (2013). The Impact of Service Innovation on Customer Satisfaction. Vol. 3 No. 2.
Dharmmesta, Basu, Swastha. (2018). Marketing Management. Yogyakarta: BPFE.
Dharmmesta, Basu, Swastha, and Handoko, T. Hani. (2014). Marketing Management of Consumer Behavior Analysis. Yogyakarta: BPFE.
Dhewanto, Wawan, et al. (2014). Innovation Management Opportunities for Success in The Face of Change. Yogyakarta: Andi Offset.
Evangelos Psomas et al. (2017). Article information: TQM Journal, 30(1), 54–73. http://konsultasiskripsi.com/2017/10/02/UKM-di-daerah-istimewa-yogyakarta-skripsi-dan thesis.
Ghorbani, Hasan and Abdollahi, Seyedeh Masoomeh. (2013). An Empirical Study on the Impacts of Market Orientation and Innovation on New Product Success (Case Study: Food Manufacturers in Isfahan, Iran). International Journal of Academic Research in Business and Social Sciences, Vol. 3, No. 9: 315-326
Ghozali, I and Latan, H. (2015). Partial Least Square. Concept, Method, and Application, Semarang: BPFE Diponegoro University.
Ginanjar, Suendro. (2010). Analysis of the Influence of Product Innovation through Marketing Performance to Achieve Sustainable Competitive Advantage (Case Study on Small and Medium-Sized Industries of Pekalongan Batik). Journal of the Faculty of Master of Management UNDIP Semarang.
Hair et al. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) 2nd Edition. Los Angeles, London, New Delhi, Singapore, Washington DC, Melbourne: SAGE.
Hamali, A.Y., and Budihastuti. (2017). Understanding Entrepreneurship. Depok: Kencana Publishers.
Hasan, Ali. (2012). Marketing. Jakarta: PT Buku Kita.
Hendro. 2011. Fundamentals of Entrepreneurship. Jakarta: Erlangga Publishers.
Jati, Bernadeta Dewi Kusuma., and Ngatno. (2016). The Influence of Market Orientation and Service Innovation on Marketing Performance Through Competitive Advantage in Non-Star Hotels in Semarang City. Article. Faculty of Social and Political Sciences, Diponegoro University.
Kayabasi, Aydin. (2016). Article information : European Business Review, 28(5).
Kotler P. and Amstrong Gary. 2011. Principles of Marketing (13th Edition), United States of America: Pearson.
Kusuma. Nala, Tri. (2018). The Influence of Market Orientation, Product Innovation on Marketing Performance in SMEs in Yogyakarta Province. Jurnal UKM Dewantara, Vol. 1 No. 2: 51-56.
Lapian, Adelina Agnes. et al. (2016). The Effect of Market Orientation and Product Innovation on Marketing Performance at PT. BPR Prisma Dana Amurang. EMBA Journal. Vol 4, No 1.
Manambing, Alsinta., Mandey, Silvya., Manambing. (2018). Analysis of the Influence of Market Orientation and Competitive Advantage on Marketing Performance (Case Study of Tinutuan Culinary MSMEs in Manado). EMBA Journal, Vol. 6 No. 4: 3803 – 3812
Manek, Daniel. (2013). Analysis of the Effect of Market Orientation on Marketing Performance in Processing Companies in Semarang City. Indonesian Journal of Marketing Science, Vol. XII, No. 2: 121 – 148.
Mardiyono, Aris. 2014. The Influence of Market Orientation, Organizational Learning On Competitive Advantage in Improving Marketing Performance. fiber Acitya-Scientific Journal, UNTAG Semarang.
Merakati, Indah., Rusdarti., Wahyono. (2017). Influence of Market Orientation, Innovation, Entrepreneurial Orientation through Competitive Advantage on Marketing Performance. Journal of Economic Education, 6 (2) (2017) 114 – 123.
M. S., Hery Winoto Tj, & Melitina Tecoalu. (2021). The influence of Organizational Support and Management of Employee Performance Marketing in Mediation by Competence. International Journal of Science, Technology & Management, 2(1), 150-160. https://doi.org/10.46729/ijstm.v2i1.102
Mulyono, Fransisca. (2013). Market Orientation: Antecedents and Consequences. Bina Economics Scientific Magazine Faculty of Economics Unpar, Vol. 17, No. 1: 48- 66.
Nashihah, M. (2016). Analysis of the Influence of Market Orientation and innovation Ability on Marketing Performance at BTN Syari'ah Semarang. Salatiga: Faculty of Economics and Islamic Business IAIN.
Nurjannah, Siti. (2015). The Role of Innovation Management in Improving the Performance of Educational Organizations. 2nd Conference in Business, Accounting and Management. Vol. 2. No. 1. ISSN 2320.
Nurseto, Shendang. (2014). The Influence of Market Orientation on Competitive Advantage through Innovation in SME Furniture in Semarang City. Journal of the Social Sciences, Vol 13, No. 1: 17-22.
Pardi, S., Suyadi, I. and Arifin, Z. 2014. The Effect of Market Orientation and Entrepreneurial Orientation toward Learning Orientation, Innovation, Competitive Advantages and Marketing Performance. European Journal of Business and Management, 6(21), pp: 69-80.
Pérez-luño, A., Bojica, A.M., Golapakrishnan, S., Pérez-luño, A., & Bojica, A.M. (2018). and product innovation in firm performance When more is less The role of cross-functional integration, in firm performance. https://doi.org/10.1108/IJOPM-04-2017-0251.
Peter and Olson. (2015). Consumer Behavior and Marketing Strategy. D. Sihombing (translator). Consumer Behavior. Jakarta: Gelora Aksara Pratama.
Romli, Khomsarial. 2016. Mass Communication. Jakarta: Publisher PT. Grasindo.
Salehzadeh, R., Pool, J. K., Tabaeeian, R. A., & Amani, M. (2017). The impact of internal marketing and market orientation on performance: an empirical study in the restaurant industry. https://doi.org/10.1108/MBE-02-2016-0009.
Satwika1, Ni, Ketut, Pertiwi., and Dewi, Ni, Made, Wulandari, Kusuma. (2018). The Effect of Market Orientation and Innovation on Competitive Advantage and Business Performance. E-Journal of Management Unud, Vol. 7, No. 3, 2018: 1481-1509.
Sekaran, Uma and Roger, Bougie. (2017). Research Methods for Business: A Development-Expertise Approach. 6th Edition. Book 1. South Jakarta: Salemba Empat.
Sherlin. I. (2016). The Effect of Product Innovation and Marketing Performance on Competitive Advantage. Benefita Journal. Vol. 1, No. 3.
Sholahuddin. (2017). The Influence of Innovation Characteristics on the Intention to Adopt the Solopos Epaper. Thesis. Muhammadiyah University of Surakarta.
Sugiyono. (2017). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alfabeta.
Tjiptono, Fandy, (2018). Strategy marketing. Yogyakarta: Andi.
Udaya, Jusuf and Wennadi, Luky Yunia, and Angrahini, Devi. (2013). Strategic Management. Yogyakarta: Graha Ilmu.
Usvita, Mega. (2015). The Influence of Entrepreneurial Orientation and Market Orientation on Marketing Performance through Competitive Advantage as an Intervening Variable (Survey on Food SMEs of the Perindagtamben Office of Padang City). E-journal of Economic Appreciation, Vol. 3, No. 1: 31-37.
Utaminingsih. A. (2016) The Influence of Market Orientation, Innovation, and Creativity of Marketing Strategies on Marketing Performance in Rattan Handicraft SMEs in Teluk Wetan Village, Welahan, Jepara. Media Economics and Management, Vol. 31. No. 2.
Wachjuni. (2014). The Effect Of Market Orientation, Product Innovation And Service Quality On Marketing Performance To Achieve Competitive Advantage. Journal of Economics and Informatics Engineering. Vol. 2, No. 1: 1-23.
Wahid, Ayi. (2019). Mediation of Competitive Advantage in Improving Marketing Performance of Small and Medium Enterprises (SMEs). Journal of Management Science, Business, and Finance, Vol. 1, No. 1: 1-12.
Wang, Guangping and C. Fred Miao. (2011). Effects of Sales Force Market Orientation on Creativity, Innovation Implementation, and Sales Performance. Journal of Business Research
Widarti, Dyah Tri. (2011). The Effect of Market Orientation and Product Innovation on Marketing Performance (Case Study at the Tofu Making Industry Center, Sragen District, Sragen Regency). Semarang: FE Semarang State University.
Wirawan. (2012). Source Performance Evaulation. Human Power Theory, Application, and Research. Second Printing. Jakarta: Salemba Empat.
Sadikin, F., Tecualu, M., & Desy, E. (2020). The Effect of Servant Leadership and Work Engagement on Organizational Citizenship Behavior Mediated by Organizational Commitment on Volunteers in Abbalove Ministries Church. 145(Icebm 2019), 146–152.
Wahyoedi, S., Saparso, S., Tecoalu, M., & Winoto Tj, H. (2021). The Effect of Service Quality, Learning Quality, and Promotion Strategy on Parents’ Decisions in Choosing ABC Primary Schools. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(1), 999–1005. https://doi.org/10.33258/birci.v4i1.1701
