Pengaruh Orientasi Pasar dan Orientasi Kewirausahaan Dimensi Keunggulan Bersaing Terhadap Kinerja Pemasaran UMKM F&B di Kabupeten Kebumen

This study aims to analyze the effect of Market Orientation and Entrepreneurial Orientation on Marketing Performance with Competitive Advantage as a mediating variable in Food and Beverage (F&B) Small and Medium Enterprises (SMEs) in Kebumen Regency. This study employs a quantitative method with data collected through questionnaires distributed to 70 respondents who are F&B SME owners and managers in Kebumen Regency. The data analysis technique used is Partial Least Square Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The results indicate that Market Orientation has a positive and significant effect on Competitive Advantage, Entrepreneurial Orientation has a positive and significant effect on Competitive Advantage, Market Orientation does not have a significant direct effect on Marketing Performance, Entrepreneurial Orientation has a positive and significant effect on Marketing Performance, and Competitive Advantage has a positive and significant effect on Marketing Performance. Furthermore, the results of the indirect effect testing reveal that Competitive Advantage fully mediates the relationship between Market Orientation and Marketing Performance, and partially mediates the relationship between Entrepreneurial Orientation and Marketing Performance.
Keywords: Market Orientation; Entrepreneurial Orientation; Competitive Advantage; Marketing Performance; F&B SMEs