Pengaruh Entrepreneurial Marketing dan Social Capital terhadap Marketing Performance dengan Competitive Advantage sebagai Variabel Intervening
Studi Kasus pada Pelaku Usaha Mikro Kecil Klaster Amplang di Kota Samarinda
DOI:
https://doi.org/10.61104/jq.v3i4.2172Keywords:
Entrepreneurial Marketing; Social Capital; Competitive AdvantageAbstract
UMKM klaster amplang di Kota Samarinda memiliki potensi ekonomi lokal yang besar, namun masih menghadapi kendala dalam kinerja pemasaran akibat terbatasnya inovasi dan jaringan sosial antar pelaku usaha. Penelitian ini bertujuan untuk menganalisis pengaruh entrepreneurial marketing dan social capital terhadap marketing performance dengan competitive advantage sebagai variabel intervening. Pendekatan kuantitatif digunakan melalui penyebaran kuesioner kepada 25 responden dengan teknik purposive sampling, dan data diolah menggunakan SPSS 27 melalui metode path analysis, uji t, dan uji Sobel. Hasil penelitian menunjukkan bahwa entrepreneurial marketing dan social capital tidak berpengaruh signifikan terhadap competitive advantage maupun marketing performance, sedangkan competitive advantage berpengaruh positif dan signifikan terhadap marketing performance. Hal ini menunjukkan bahwa daya saing yang kuat menjadi kunci peningkatan kinerja pemasaran. Secara implikatif, penelitian ini menegaskan pentingnya penguatan strategi kewirausahaan dan modal sosial sebagai landasan dalam menciptakan keunggulan kompetitif berkelanjutan pada sektor usaha mikro kecil di Kota Samarinda
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