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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Caroline Angelina
Program Studi Manajemen, Fakultas Manajemen dan Bisnis, Universitas Internasional Batam
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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The Influence of Marketing Strategy on SME Performance in the Global Market Mediated by Competitive Advantage Yandi Suprapto; Caroline Angelina; Wisnu Yuwono
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 2 (2025): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i2.7193

Abstract

This research examines the direct and indirect influence of marketing intelligence, product innovation, and pricing on the performance of SMEs in Batam City through competitive advantage. Using a sample of 195 fashion SMEs in Batam, researchers used the partial Least Squares (PLS) structural equation modeling method to analyze. The results show that marketing intelligence, product innovation, and pricing significantly contribute to competitive advantage and SME performance. The results of the mediation test show that competitive advantage is proven to mediate marketing intelligence on SME performance and competitive advantage is not proven to mediate product innovation and pricing on SME performance. These findings have an important impression on SMEs and startups who are interested in developing or exploiting opportunities in the global market.
Co-Authors Wisnu Yuwono Yandi Suprapto