Title:
THE EFFECT OF STRATEGIC INNOVATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE WITH COMPETITIVE ADVANTAGE AS A MEDIATION VARIABLE AT PT PUPUK ISKANDAR MUDA

Authors:
Yudi Fajarna, Muhammad Adam and Mukhlis Yunus ,Indonesia

Abstract:
This research aims to test The Competitive Advantage role as Mediation on the Strategy Innovation and Market Orientation effect on Marketing performance at PT Pupuk Iskandar Muda. The population was marketing employees at PT. Pupuk Iskandar Muda totaling 125 people. The sample used was 125 people who were taken using the census technique. The model was tested using Structural Equation Modeling (SEM). The result shows Strategic Innovation affects Advantage, Market Orientation affects Advantage, Strategic Innovation affects Marketing Performance, Market Orientation does not affect Marketing performance, Advantage affects Marketing performance, Advantage partially mediates the Strategic Innovation effect on Marketing performance, and Advantage fully mediates the Market Orientation effect on Marketing performance. These findings prove that the marketing performance improvement model at PT Pupuk Iskandar Muda is a function of increasing innovation and strengthening orientation towards the existing market so that it can have an impact on increasing product superiority in its competition. This tested model can be the basis for strengthening the theory and the combination of these verified models becomes a unified whole academic marketing performance model.