PENGARUH ENTREPRENEURIAL MARKETING DAN KINERJA PEMASARAN TERHADAP KEUNGGULAN BERSAING

This study aims to determine the partial effect of entrepreneurial marketing on competitive advantage, to determine the partial effect of marketing performance on competitive advantage. This research was conducted on the owner and manager of a culinary micro business registered at the Department of Cooperatives and Micro Business in Malang City with a total of 154 respondents. The sampling technique used cluster random sampling. Data collection is done by distributing questionnaires online and offline. The data analysis technique used multiple linear regression analysis with the SPSS program. The results showed that entrepreneurial marketing had a positive and significant effect on competitive advantage, marketing performance had a positive and significant effect on competitive advantage, and simultaneously entrepreneurial marketing and marketing performance had a positive and significant effect on competitive advantage