THE INFLUENCE OF MARKET ORIENTATION AND DIGITAL MARKETING ON MARKETING PERFORMANCE WITH COMPETITIVE ADVANTAGE AS AN INTERVENING VARIABLE IN MICRO, SMALL AND MEDIUM ENTERPRISES

Undang Juju

Universitas Pasundan, Bandung, Indonesia

https://orcid.org/0000-0001-9720-5691

Abstract

Market orientation as a strategic factor in understanding customer needs is integrated with digital marketing which is a modern tool in reaching market targets. This research aims to investigate the influence of market orientation and digital marketing on product competitive advantage, as well as its impact on the marketing performance of Micro, Small and Medium Enterprises (MSMEs). This research uses a quantitative approach with the population being MSMEs in the Manufacturing sector in Sumedang Regency. The sample in this study was 27 people. The data analysis method in this research is the Partial Least Square-Structural Equation Modeling (PLS-SEM) analysis technique. The results of the research show that market orientation has an influence on competitive advantage. Digital marketing has no influence on competitive advantage. Market orientation, digital marketing, and excellence Competitiveness has an influence on marketing performance. Market orientation has an influence on performance through competitive advantage while digital marketing has no influence on marketing performance through competitive advantage.

Keywords: Market Orientation, Competitive Advantage, Digital Marketing, Marketing Performance, Micro, Small and Medium Enterprises (MSMEs).