Economic Reviews Journal
Vol. 4 No. 2 (2025): Economic Reviews Journal

Pengaruh Marketing Communication dan Market Orientation Terhadap Competitive Advantage Melalui Product Innovation Sebagai Variabel Mediasi

Fatham Mubina Winangun (Unknown)
Sidiq Permono Nugroho (Unknown)

Article Info

Publish Date
28 Jun 2025

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.

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Journal Info
Economic Reviews Journal
Website

Abbrev

mrj

Publisher

Masyarakat Ekonomi Syariah Bogor

Subject

Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Economic Reviews Journal  is a scientific journal published by Masyarakat Ekonomi Syariah Bogor in collaboration with Ikatan Ahli Ekonomi Islam, Institut Agama Islam Nasional Laa Roiba Bogor, and Intellectual Association for Islamic Studies (IAFORIS) . This journal contains scientific papers from ...