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Ernani Hadiyati
Universitas Gajayana Malang
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Journal : Research Horizon

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The Effects of Entrepreneurial Marketing on Business Performance through Competitive Advantage and Product Innovation Rhozi, Fatlur; Hadiyati, Ernani; Muawanah, Umi
Research Horizon Vol. 6 No. 2 (2026): Research Horizon - April 2026
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.6.2.2026.1091

Abstract

MSMEs play a crucial role in Indonesia’s economy, with batik representing a culturally and economically significant sector that contributes to growth, employment, and regional industrial competitiveness. The objective of this study is to analyze the effect of entrepreneurial marketing on business performance, competitive advantage, and product innovation, as well as to examine the mediating roles of competitive advantage and product innovation. This research employs a quantitative approach using the SEM-PLS method. Data were collected through questionnaires. The results indicate that entrepreneurial marketing has a positive and significant effect on business performance, competitive advantage, and product innovation. However, both product innovation and competitive advantage do not have a significant effect on business performance. Furthermore, competitive advantage and product innovation are not proven to mediate the relationship between entrepreneurial marketing and business performance. These findings highlight that entrepreneurial marketing significantly improves MSME performance through direct effects, while its indirect effects via competitive advantage and innovation are not supported. This study suggests that innovation and competitive positioning alone are insufficient without strong market alignment, emphasizing the importance of customer-oriented and adaptive entrepreneurial marketing for sustainable growth.
Co-Authors ', Mukhlis ', Mukhlis A Halim Abdul Halim Abdur Rozzaq Fahmi adi mahendarto Ahmad Ahmad , Ahmad Ahmad Ahmad Ahmad Ahmadi, Raden Khaeru Akbar, M. Taufik Al Amin Ambariyanto Ambariyanto Andreas Susanto Anwar, Witania Putri Arik Agus Setiyowati Arinda, Jeny Ariyani, Fitria Astutik Azizatul Furqoniyah, Nur Bagus Ibnu Utama Bambang Ragil Barros Calvario, Maria De Fatima Barros Calvario, Maria De Fatima Budyi Suswanto Bukhari Chilman Suaidi Christofer, Kevin Dedy Sugiarto Dharmawan, M. Irfan Dian Cahyo Prabowo Dian Eka Prangga Djuni Farhan Dody Prasetyo Dwi Orbaningsih Dwi Sukesi, Udhin Dyah Sawitri Eko Murdianto Eko Priyo Purnomo Eko Priyo Purnomo Endah Zuraidah Endang Suswati Enlik Kresnaini Evy Winda Herviyanti F. X. Bhakti Hendrakusuma FEBRIANI, DWI Fikri, Ahmad Taupan Fredy Perdana Anggara Selfiyan Galuh Megawati Gendut Budi Wahyono Gunadi Gunadi Gunadi Hendrakusuma, Bhakti Hendrakusuma, FX Bhakti Herdian Rangga Permana Huspiani, Huspiani Imron, Moh. Issa Arwani Jamal Abdul Naser Jamal Abdul Nasir Jamal Abdul Nasir Joko Triyono Khusnul Khotimah Kohar Adi Setia Kohar Adi Setya Kurniawan, M. Yusuf Kurniawan, Yossy Lely Nuryasintha Lely Nuryasintha Luksanti, Nirmala Rahayu M. Jamal Abdul Nasir Marliani Martaleni - Martha Layuk Ada Maulana Abdul Rahman Mauris, Novita muri2197 - Muslikhin Muslikhin NANANG HERMANTO Nartha, I Made Naser, Jamal Abd Naser, Jamal Abd Naser, Jamal Abdul Naser, Jamal Abdul Nasir, M. Jamal Abdul Nugroho Agus Santoso Nur Aini Nurcahyo, Dwi Parhanuddin, Parhanuddin Prabowo, Agung Cahyo Pramono, Danan Wuryanto Priyo Purnomo, Eko Rachmad Hidayat Raden Khaeru Ahmadi Ragil, Bambang Ratna Sri HARTATIK Rhozi, Fatlur Rini Astuti Rini Astuti Ronny Hendra Hertanto Rosi, Baiq Rosidi Rosidi Salmukin, Salmukin Sasmito, Prabowo Setiawan Anom Pribadi Setiawan Anom Pribadi Shara Merry Palupi SHOLIKHAH, Mar’atun Siti Arifah Sri Hadiati Subendi, Antor Sugeng Mulyono Sugeng Mulyono Sulistyanti, Sulistyanti Susanti, Nining Eka Syamsiar, Syamsiar Tri Cicik WIJAYANTI Umi Muawanah Ustad Fatah Al Hakim Wahyono, G. Budi Wijayanti, Feronika Wijayanti, Tri Cicik Wuryanto Pramono, Danan Yolanda KUMALASARI Yuliansyah, Akhmad Iqbal Zahra, Atika Zakky Ibrahim