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

• Main Authors: Kuncoro, Amin, Astuti, Widji, Firdiansjah, Achmad
• Format: Article
• Language: English
• Published: Growing Science 2021-01-01
• Series: Management Science Letters
• Online Access: http://www.growingscience.com/msl/Vol11/msl_2020_358.pdf

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.