ANALISIS PENGARUH ORIENTASI KEWIRAUSAHAAN, DAN ORIENTASI PASAR TERHADAP KINERJA PEMASARAN DENGAN KEUNGGULAN BERSAING SEBAGAI VARIABEL INTERVENING

The purpose of this study was to determine and analyze the influence of entrepreneurial orientation, market orientation on marketing performance with competitive advantage as an intervening variable. Marketing on Savings and Loan Cooperatives in Kebumen Regency. The research method used is a survey method. Data collection was obtained through questionnaires and literature study. The population in this study were 35 Savings and Loan Cooperatives in Kebumen Regency. Determination of the sample using a census and data analysis used is purposive sampling. The data analysis technique used is Path Analysis and Sobel test. Based on the results of the analysis, it was found that the regression model used had met the classical assumption test. The results of the study found that partially entrepreneurial orientation, market orientation has a significant influence on marketing performance. Simultaneously entrepreneurial orientation, market orientation has a positive influence on marketing performance and competitive advantage as a mediator. Entrepreneurial orientation through competitive advantage has no significant effect on marketing performance. Market orientation through competitive advantage has a significant effect on marketing performance.
Keyword: entrepreneurial orientation, market orientation, marketing performance, and competitive advantage.