The Influence of Marketing Mix, Market Orientation and Product Innovation on Marketing Performance and Implication towards the Competitive Advantage Small and Medium Industry of Bangkanese Traditional Snacks in Pangkalpinang City, Indonesia

Abstract

This research is intended to analyze the influences of Small and Medium industries on their Marketing Mix, Market Orientation, and Product Innovations on marketing performance and implication toward the competitive advantage Small and Medium Industry of Bangkanese Traditional Snacks in Pangkalpinang City.

The research method applied a survey of Quantitative Descriptive Research and Explanatory research. The sampling method technically used proportional stratified random sampling from 61 respondents. Partial Least Square was used to test the hypothesis with simultaneous Testing (F-Test) and Partial Testing (T-Test). Those tests were taken to find out the influence of the independent variables od dependent variables in the confidence level of 95% (α=0.05).

The results showed that the marketing mix has a direct relationship, significant and positive and the greatest influence on marketing performance of 0.278, market orientation has a direct relationship, significant and positive and the second influence on marketing performance of 0.261 and product innovation has a direct relationship, significant and positive and third influence on marketing performance of 0.231. While marketing performance has a direct relationship, significant and positive to the competitive advantage of 0.487.

The result of the analysis shows that: Marketing Mix, Market Orientation, and Product Innovations have significant influences to the Marketing Performance and Competitive advantage of Bangkanese Traditional snack Industry in Pangkalpinang. The result of T-Test (partially): Marketing Mix, Market Orientation, Product Innovations, donated significant influences to Marketing Performance and Competitive advantage in the value of F Calculate = 12,614 and F Table = 2,76.