JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

Omnichannel Marketing Strategy and Competitive Advantage in Mediating Market Orientation toward Marketing Performance

Gunawan, Detia (Unknown)
Ramdan, Asep Muhamad (Unknown)
Jhoansyah , Dicky (Unknown)

Article Info

Publish Date
11 Feb 2026

Abstract

This study aims to analyze the effect of market orientation on marketing performance with omnichannel marketing strategy and competitive advantage as mediating variables in food-sector MSMEs in Sukabumi City. The method used is a quantitative approach with a survey of 120 respondents and data analysis using SEM-PLS. The results show that market orientation significantly influences omnichannel strategy and competitive advantage. Both variables mediate the relationship between market orientation and marketing performance. The implication of this study suggests that market orientation, supported by omnichannel strategy and competitive advantage, can optimally enhance the marketing performance of MSMEs.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...