Service Quality Service Quality, Entrepreneurship Orientation to Increase Marketing Performance Through Competitive Advantage as an Intervening Variable
Abstract
The purpose of this research is to analyze and prove the influence of service quality and entrepreneurship orientation to competitive advantage and marketing performance and to analyze and prove the influence of competitive advantage to marketing performance of public market in East Java Province.
The object of this research is the whole market unit of public in East Java Province spread over 6 regencies and cities in East Java Province amounting to 335 units of public market. The unit of analysis in this research is a revitalized public market that is 67 public market in East Java Province. While the observation unit is a trader or tenant of public market stand in East Java Province. The number of public market traders in the market that has been revitalized today is 25,000. In this study, researchers measured the marketing performance of Public market in East Java Province based on the perception of the trader or tenant stand, so the measure of marketing performance is perceptual. The sample used is 190 merchants. The number is spread across 67 units of the public market in East Java Province. The model to be used in this research is the model of causality or relationship. To test the proposed hypothesis, the analysis technique uses SEM (Structural Equation Modeling), with AMOS statistic software.
The results of hypothesis testing: Service quality and entrepreneurship orientation significantly influence the competitive advantage of the market public in East Java Province. Service quality not significantly influence the marketing performance of public market in East Java Province, while the orientation of entrepreneurship has not significant effect on marketing performance of public market in East Java Province. Competitive advantage significantly influence the marketing performance of public market in East Java Province
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