The Effect of Customer Orientation and Business Networking on Marketing Performance Through Competitive Advantage (Survey of Culinary Msmes In Surakarta)

Abstract

This study aims to analyze the effect of entrepreneurial orientation and business networks on marketing performance through the competitive advantage of SMEs. MSMEs are required to be able to adapt the business environment and communicate innovative products in marketing to be able to reach consumers and reach target markets and reduce costs for business continuity. This research is a survey. The research population is culinary MSMEs in Surakarta. Data collection using a questionnaire. The sampling technique uses accidental sampling, as many 96 culinary MSMEs in Surakarta. Validity test uses Confirmatory Factor Analysis (CFA), and Cronbach's Alpha for reliability test. Data analysis uses Partial Least Squares (PLS). The results of the study show that entrepreneurial orientation and business networks influence marketing performance through competitive advantage. Entrepreneurial orientation and business networking have a role in improving and marketing products and expanding markets, so that MSMEs can survive and perform well during a pandemic and can increase market growth in the process of economic recovery.