The role of market orientation, product innovation and competitive advantage in improving marketing performance at furniture MSMEs
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Abstract
This study aims to determine and analyze the effect of market orientation, product innovation and competitive advantage on the marketing performance of MSMEs Furniture in Jepara. The population in this study were the owners / entrepreneurs of MSMEs Furniture in Jepara with a sample size of 100 respondents. The sampling technique in this study was convenience sampling. The analytical tool used is multiple linear regression, where previously tested the validity and reliability as well as the classical assumption test. The results showed that market orientation, product innovation and competitive advantage had a positive influence on marketing performance. Product innovation has a positive effect on marketing performance, giving the understanding that the higher the product innovation, it will make the owner / entrepreneur of furniture MSMEs able to adapt by creating new ideas for the products offered so that it will have an impact on high marketing performance and competitive advantage is proven to have a positive effect on performance. marketing, gives the understanding that the more the products offered by MSMEs players have an advantage in competing, it will certainly have an impact on the maximum marketing performance.
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