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All Journal Economics and Business Journal
Juhana
Postgraduate Program, Universitas Pakuan, Bogor, Indonesia
Economics, Econometrics & Finance

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How Market Orientation and Distribution Channels Shape Marketing Performance: The Mediating Role of Competitive Advantage Juhana; Hari Muharam; Agus Setyo Pranowo
Economics and Business Journal (ECBIS) Vol. 4 No. 6 (2026)
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i6.592

Abstract

This study investigated how market orientation and distribution channels influenced marketing performance through competitive advantage in the vehicle bodybuilding industry in Bogor, Indonesia. A census covered 39 companies, with four knowledgeable management respondents from each company, producing 156 questionnaires. Data were analyzed using partial least squares structural equation modeling. Market orientation directly improved marketing performance and competitive advantage. Distribution channels improved competitive advantage but did not directly affect marketing performance. Competitive advantage was the strongest direct predictor of marketing performance and partially mediated the market orientation-performance relationship. It fully mediated the distribution channel-performance relationship. Market orientation and distribution channels explained 61.9% of competitive advantage, while the three predictors explained 91.3% of marketing performance. The results indicate that, in a project-based business-to-business industry, distribution creates performance only when access, timing, service format, and information are converted into superior product quality, uniqueness, and competitive value. Managers should integrate customer intelligence across functions and connect project visibility, quality assurance, and customer relationship management to measurable sales growth
Co-Authors Agus Setyo Pranowo Hari Muharam