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All Journal Jurnal Manajemen dan Kewirausahaan
Nursaban Rommy
Universitas Halu Oleo Kendari
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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ANALISIS ORIENTASI KEWIRAUSAHAAN DAN KEUNGGULAN BERSAING DALAM MENINGKATKAN KINERJA PEMASARAN UMKM DI KOTA KENDARI Laode Asfahyadin Aliddin; Sudirman Zaid; Samdin; Nursaban Rommy; Dzulfikri Azis Muthalib
Jurnal Manajemen dan Kewirausahaan Vol. 17 No. 1 (2025): Jurnal Manajemen dan Kewirausahaan
Publisher : Jurusan Manajemen FEB UHO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55598/jmk.v17i1.23

Abstract

Abstract The purpose of this study is to examine and explain entrepreneurial orientation and competitive advantage in improving the marketing performance of MSMEs in Kendari City. This study design is based on a quantitative approach using cross-sectional survey data collection methods. Data collection was conducted using a questionnaire instrument. The research sample consists of 96 MSME actors in Kendari City. The analytical tool used for hypothesis testing is multiple regression analysis. The study results indicate that: (1) Entrepreneurial orientation has a positive and significant effect on marketing performance. This means that an increase in the entrepreneurial orientation of MSME actors in Kendari City will be followed by a tangible improvement in marketing performance. (2) Competitive advantage has a positive and significant effect on marketing performance. This means that an increase in the competitive advantage of MSME actors in Kendari City will be followed by a tangible improvement in marketing performance.
Co-Authors Laode Asfahyadin Aliddin Muthalib, Dzulfikri Azis Samdin Sudirman Zaid