Antecedents of Endek Bali MSMe Marketing Performance with the Mediation of Competitive Advantage and Moderation of Financial Access
DOI:
https://doi.org/10.1229/tecempresarialjournal.v18i2.326Abstract
This research aims to analyze the antecedents of the marketing performance of Bali's endek MSMEs with the mediation of competitive advantage and moderation of financial access. This research was conducted in Bali Province. This location was chosen based on the research subjects being studied, namely Endek Bali MSMEs based in Bali Province. As well as a phenomenon that shows that there is a gap between the number of MSMEs in Indonesia and the economic growth that is occurring. In this study, the population is all Balinese endek craftsmen MSMEs, totaling 1,285 people based on those fostered by the Bali Province Department of Industry and Trade, with a sample of 180 Balinese Endek MSMEs. The data collection technique uses a questionnaire. Distributing the questionnaire online using a Google form to Endek Bali MSMEs. Questionnaires were distributed to Endek Bali MSMEs on a Likert scale of 1-10. The data in the research used the Partial Least Squares (PLS) technique. The research results show that entrepreneurial orientation, creative product innovation, and competitive advantage have a positive and significant effect on the marketing performance of Endek Bali MSMEs, while financial access does not. Apart from that, competitive advantage is able to mediate the influence of entrepreneurial orientation on the marketing performance of Endek Bali MSMEs.
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