ANALISIS PENGARUH ORIENTASI PASAR, INOVASI PRODUK, DAN ORIENTASI KEWIRAUSAHAAN TERHADAP KEUNGGULAN BERSAING DAN KINERJA PEMASARAN (Studi Pada Cafe Di Semarang)

This study aims to analyze market orientation, product innovation, and marketing performance towards competitive advantage and marketing performance. The population used in this study is the cafe owner or manager in the city of Semarang. The number of samples used in this study were 105 respondents. The method of data collection is done through a questionnaire. This study uses Structural Equation Modeling (SEM) analysis techniques with AMOS 24.0 analysis tool. The results of this study indicate that market orientation has a positive and significant effect on competitive advantage, product innovation has a positive and significant effect on competitive advantage, and marketing performance has a positive and significant effect on competitive advantage, market orientation has a positive and significant effect on marketing performance, product innovation has a positive effect and significant on marketing performance, entrepreneurial orientation has a positive and significant effect on marketing performance, and competitive advantage has a positive and significant effect on marketing performance