The effect of mixed marketing moderation and innovation on the influence of market orientation and entrepreneurship orientation toward marketing performance

Kuncoro, A.; Astuti, W.; Firdiansjah, A.

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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print) Quarterly Publication Volume 11 Issue 3 pp. 895-902 , 2021

The effect of mixed marketing moderation and innovation on the influence of market orientation and entrepreneurship orientation toward marketing performance Pages 895-902 Download PDF

Authors: Amin Kuncoro, Widji Astuti, Achmad Firdiansjah

DOI: 10.5267/j.msl.2020.10.009

Keywords: Structural Equation Model (SEM), Marketing, Economic Science

Abstract: This study aims to: 1) describe market orientation, entrepreneurship orientation, innovation, mixed marketing and marketing performance, 2) analyze the effect of market orientation and entrepreneurship orientation on innovation, the effect of market orientation and entrepreneurship orientation on the mixed marketing, the influence of market orientation and entrepreneurship orientation on marketing performance. The study is a causality descriptive study to conduct clarity of the correlation and the influence of cause and effect among variables. The analysis technique is statistics descriptive and SEM. The findings of this study are as follows: a) Market orientation effects the innovation of Food and Beverage SMEs in Religious Tourism in Kudus, b) Entrepreneurship orientation effects the innovation of Food and Beverage SMEs of Religious Tourism in Kudus, c) Market orientation effects the mixed marketing of Food and Beverage SMEs of Religious Tourism, d) Entrepreneurship orientation affects the mixed marketing of Food and Beverage SMEs of Religious Tourism, e) Market orientation and Entrepreneurship orientation effect the marketing performance of Food and Beverage SMEs of Religious Tourism, f) Entrepreneurship orientation effects marketing performance of Food and Beverage SMEs of Religious Tourism, g) Innovation effects marketing performance of Food and Beverage SMEs of Religious Tourism, h) Mixed marketing effects marketing performance of Food and Beverage SMEs of Religious Tourism, i) Market orientation influences marketing performance of Food and Beverage SMEs of Religious Tourism by innovation, j) Entrepreneurship orientation influences marketing performance of Food and Beverage SMEs of Religious Tourism along with innovation.

How to cite this paper

 Kuncoro, A., Astuti, W & Firdiansjah, A. (2021). The effect of mixed marketing moderation and innovation on the influence of market orientation and entrepreneurship orientation toward marketing performance.Management Science Letters , 11(3), 895-902.

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