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All Journal Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Shirkah: Journal of Economics and Business Journal of Humanities and Social Studies Jurnal Ecogen International Journal of Economy, Education and Entrepreneurship (IJE3) Journal Of World Science Formosa Journal of Science and Technology (FJST) West Science Business and Management Research Horizon Enrichment: Journal of Multidisciplinary Research and Development The Eastasouth Journal of Social Science and Humanities Siber International Journal of Digital Business
Ngadino Surip Diposumarto, Ngadino Surip
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Formosa Journal of Science and Technology (FJST)

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Enhancing Marketing Performance Through Competitive Advantage Based on Entrepreneurial Orientation and Market Orientation (A Study on the Footwear Industry in Banten Province) Kencana, Putri Nilam; Diposumarto, Ngadino Surip; Farradia, Yuary
Formosa Journal of Science and Technology Vol. 3 No. 12 (2024): December 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjst.v3i12.12682

Abstract

This study aims to analyze and verify the impact of entrepreneurial orientation and market orientation on competitive advantage and its subsequent effect on marketing performance in the footwear industry in Banten Province. The research design employed a causal approach. The population consisted of all entrepreneurs in the footwear industry within Banten Province, with a sample size of 140 respondents. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The research findings indicate that, in the footwear industry in Banten Province, entrepreneurial orientation has a positive and significant impact on competitive advantage, market orientation has a positive and significant impact on competitive advantage, competitive advantage has a positive and significant impact on marketing performance, entrepreneurial orientation greatly and positively influences marketing performance, market orientation does not significantly improve marketing performance, and entrepreneurial orientation greatly and positively influences marketing performance through competitive advantage.
The Influence of Market Orientation and Product Innovation on the Marketing Performance of Fashion SMEs in South Tangerang City Kencana, Putri Nilam; Diposumarto, Ngadino Surip; Farradia, Yuary
Formosa Journal of Science and Technology Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjst.v4i1.13324

Abstract

The purpose of this study is to investigate how product innovation and market orientation affect the marketing performance of fashion SMEs in South Tangerang City. The research employed an associative methodology, with a population comprising 112 fashion SMEs in the area. Data analysis methods included correlation coefficients, coefficients of determination, partial t-tests, simultaneous F-tests, simple linear regression, and multiple linear regression. The findings demonstrate that market orientation significantly and favorably affects marketing performance, as shown by the basic linear regression equation.Y = 23.735 + 0.422X. The correlation coefficient is 0.868 (very strong), with a determination coefficient of 75.4%. Furthermore, t-value (tcount) is 18.357, exceeding the t-table value of 1.981 with a significance level of 0.000 (<0.05). Similarly, product innovation has a positive and significant effect on marketing performance, demonstrated by the equation Y = 23.272 + 0.434X. The correlation coefficient is 0.769 (strong), and the determination coefficient is 59.1%. The t-value (tcount) is 12.619, greater than the t-table value of 1.981 with a significance level of 0.000 (<0.05). Simultaneously, market orientation and product innovation together positively and significantly affect marketing performance, supported by the multiple linear regression equation Y = 22.535 + 0.345X1 + 0.111X2. The correlation coefficient is 0.876 (very strong), with a determination coefficient of 76.7%. The F-value (Fcount) is 179.885, exceeding the F-table value of 3.93 with a significance level of 0.000 (<0.05).
Co-Authors Abdullah, Syukur Agus Setyo Pranowo Andrianto, Nizam Mohammad Ferdiansyah Ferdiansyah Hasryningsih, Andi Ignatius Ario Sumbogo, Ignatius Ario Kencana, Putri Nilam Kusumadevi, Mutiara , Porista Muharam, Hari Muharram, Hari Nurlaela, Ida Quraysin, Icin Reza Suriansha Titiek Tjahja Andari Yuary Farradia