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All Journal Benefit: Jurnal Manajemen dan Bisnis Syntax Literate: Jurnal Ilmiah Indonesia Agregat: Jurnal Ekonomi dan Bisnis Muhammadiyah International Journal of Economics and Business Jurnal Litbang Sukowati : Media Penelitian dan Pengembangan JURNAL LENTERA BISNIS Journal of Enterprise and Development (JED) Al-Kharaj: Journal of Islamic Economic and Business Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmiah Manajemen Kesatuan Jurnal Darma Agung Jurnal Ekuilnomi VALUE: Jurnal Ilmiah Akuntansi, Keuangan dan Bisnis International Journal of Global Accounting, Management, Education, and Entrepreneurship (IJGAME2) JEBDEKER: Jurnal Ekonomi, Manajemen, Akuntansi, Bisnis Digital, Ekonomi Kreatif, Entrepreneur Golden Ratio of Marketing and Applied Psychology of Business Jurnal Bina Bangsa Ekonomika EKONOMIKA45 Economic Reviews Journal IQTISHADequity jurnal MANAJEMEN Prosiding University Research Colloquium J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Jurnal Penelitian Ilmu-Ilmu Sosial Center of Economic Students Journal (CSEJ) Paradoks : Jurnal Ilmu Ekonomi Amkop Management Accounting Review (AMAR) JURSIMA Jurnal Sistem Informasi dan Manajemen JER Determinasi: Jurnal Penelitian Ekonomi Manajemen dan Akuntansi International Conference on Digital Advanced Tourism, Management, and Technology EKONOMIKA: Manajemen, Akuntansi dan Perbankan Syari’ah
Sidiq Permono Nugroho
Universitas Muhammadiyah Surakarta
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Medicine & Pharmacology Social Sciences Other

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Journal : Economic Reviews Journal

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Pengaruh Marketing Communication dan Market Orientation Terhadap Competitive Advantage Melalui Product Innovation Sebagai Variabel Mediasi Fatham Mubina Winangun; Sidiq Permono Nugroho
Economic Reviews Journal Vol. 4 No. 2 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i2.828

Abstract

This study aims to examine the effect of marketing communication and market orientation on competitive advantage, with product innovation as a mediating variable, especially in MSMEs in Tasikmalaya City. The method used in this research is quantitative, by taking a sample of 100 MSMEs selected through purposive sampling techniques in the area. Data analysis was carried out using Partial Least Square (PLS) techniques assisted by the SmartPLS 3.0 application. The results showed that marketing communication, market orientation, and product innovation have a significant influence on competitive advantage.
Co-Authors Agus Ulinuha Ahmad Mardalis Ahmad Mardalis, Ahmad Aji, Ilham Purnama Akhmad, Dati Putra Nur Amanda Oktavia Amielia Ambarwangi, Berlian Ajeng AMELIA, NUR Amirudin, Rifqi Usada Andri Veno Anggres Ayu Damayanti Annisa Grandisia Forza Anton Agus Setyawan cahyono, Gilang Trio Daffa Gilang Rakasiwi Dewangga, Rakay Wastu Dewi Probowati Setyaningrum Dinda Wahyu Desiyani Edi Priyono Edy Purwo Saputro Eka Adhitya Yuana Putra Ekarisma Hidayanti Eny Purwandari Farid Adi Prasetya Fatham Mubina Winangun Fattah, Muhammad Lutfi Ali Febiola, Poppi Febriyanti, Mellyna Dwi Gilang Trio cahyono Hanafiana, Suci Hanifah, Rohadatul Aisy Ihwan Susila Indraswari, Salsabila Pavita Irmawati Irmawati Irmawati Irmawati Izzati, Wildan Hanif Kurniawan, Fery Indra Lestari, Andriyani Puji Lestari, Dwi Putri Lestari, Nina Sri M. Nasir M. Nasir Ma'ruf Ma'ruf Ma'ruf, Ma'ruf Ma’ruf Ma’ruf, Ma’ruf Mahfudz Mahfudz Mardhika, Nohan Allam Mauliarini, Luthfatul Anisa Ma’ruf Ma’ruf Muchammad Arifhidayat Muhammad Arif Muhammad Fahrurrozi Sundawa Muhammad Ramadhan Muhammad Ramadhan Muhammad Syarifuddin Aziez Mujahidin Ahmad Mustofa, Rochman Hadi Muzakar Isa Praswati, Aflit Nur Yulia Rakasiwi, Daffa Gilang Rohadatul Aisy Hanifah Salsabila Pavita Indraswari Setyaningrum, Dewi Probowati Setyawan, M Arkan Shafa Wisista Aprilia Putri Siregar, Yani Sukriah Stania Desi Adinda Putri Suharnomo Suharnomo Suranto Suranto Susilaningsih Susilaningsih Syamsudin Syamsudin Syamsudin Syamsudin Wahyudi Wahyudi Wawan Kurniawan Wibowo, Sri Zulfa Choirul Husna