IDEAS home Printed from https://ideas.repec.org/a/epw/ejbmr0/v8y2023i1id51807.html

Role of Competitive Advantage in Mediating the Effect of Market Orientation on Marketing Performance of Small Medium Enterprise (SME): Study on the Gold and Silver Jewelry Craft Industry in Singapadu Village, Gianyar, Indonesia

Author

Listed:
  • I Gusti Made Suwandana

    (Udayana University, Indonesia)

Abstract

Marketing “performance is sales growth based on the extent to which the company can maintain or add new customers. Companies or business owners must develop the products they offer to compete in the market, considering the increasing number of competitors with similar products and different levels of quality and excellence. This study aims to explain the role of competitive advantage in mediating the effect of market orientation on marketing performance. This research was conducted on small and medium enterprises (SMEs) crafting gold and silver jewelry located in Singapadu village, Gianyar district. The number of samples used was 64 SMEs. Collecting data using questionnaires and interviews, data were analyzed using the path analysis method. The study results can be concluded that market orientation has a positive and significant effect on marketing performance. market orientation has a positive and significant impact on competitive advantage. Competitive advantage has a positive and significant effect on marketing performance. Competitive advantage can mediate the impact of market orientation on the marketing performance of gold and silver jewelry handicraft SMEs in Singapadu village.

Suggested Citation

  • I Gusti Made Suwandana, 2023. "Role of Competitive Advantage in Mediating the Effect of Market Orientation on Marketing Performance of Small Medium Enterprise (SME): Study on the Gold and Silver Jewelry Craft Industry in Singapadu Village, Gianyar, Indonesia," European Journal of Business and Management Research, European Open Science, vol. 8(1), pages 247-251, January.
    • Handle: RePEc:epw:ejbmr0:v:8:y:2023:i:1:id:51807
    DOI: 10.24018/ejbmr.2023.8.1.1807
    as

    Download full text from publisher

    File URL: https://eu-opensci.org/index.php/ejbmr/article/view/51807
    File Function: Abstract page
    Download Restriction: no
    File URL: https://eu-opensci.org/index.php/ejbmr/article/download/51807/7642
    File Function: Full text
    Download Restriction: no
    File URL: https://libkey.io/10.24018/ejbmr.2023.8.1.1807?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:epw:ejbmr0:v:8:y:2023:i:1:id:51807. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Support Team (email available below). General contact details of provider: https://eu-opensci.org/index.php/ejbmr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.