KEUNGGULAN BERSAING SEBAGAI VARIABEL MEDIASI PADA MARKET ORIENTATION DAN STRATEGI DIFERENSIASI TERHADAP KINERJA BISNIS UMKM KOTA TANJUNGPINANG

Abstrak

This research aims to determine the influence of market orientation on business performance through competitive advantage, the influence of differentiation strategy on business performance through competitive advantage, market orientation influence and persial differentiation strategy on competitive advantage, market orientation influence and persial differentiation strategy on business performance and competitive advantage on business performance. The population in this study was MSMEs accommodation and eating and drinking in Kelurahan Tanjungpinang Barat. Determination of samples using Purposive sampling, with sampling techniques using slovin formula until obtained by 60 respondents. The method of data collection used is questionnaires. The analysis methods used in this study are descriptive test, data quality test, classic assumption test,path analysisand hypothesis test. The results of the analysis in this study showed that competitive advantage can mediate between market orientation and differentiation strategy to business performance, market orientation has a significant effect on competitive advantage, competitive differentiation startegi significantly affects competitive advantage, market orientation significantly affects business performance, persial differentiation strategy significantly affects business performance, and competitive advantage has a significant impact on business performance. Based on the results of the study, Small and Medium Micro Entrepreneurs in Tanjungpinang City are expected to maintain and continue to strive to improve the performance of MSMEs by paying attention to what factors can support the development of MSMEs in addition to market orientation and differentiation strategies.