Abstract
This study examines the mediating effects of innovation and competitive advantage on entrepreneurial orientation, market orientation, and marketing performance in the culinary business sector of Jayapura and Papua. This study uses quantitative exploratory analysis; within the population of 20 business owners who registered with the Tax Service Office in Jayapura, a questionnaire was completed to obtain their perspectives on these variables and their mediating effects. After validity and reliability tests and regression analysis using a structural equation model, this study found significant effects between entrepreneurship and market orientation, product innovation, and competitive advantage on marketing performance, and between entrepreneurship and product innovation, as well as between market orientation and competitive advantage. Product innovation has been proven to mediate entrepreneurship and marketing performance, along with competitive advantage in market orientation and marketing performance. Although this study is limited to culinary business respondents in the region, the findings are crucial in encouraging the development of small businesses, especially those engaged in the culinary sector, despite the amount of production, product variants, and their offered quality. Considering their ability to improve the regional economy, governments should pay more attention to the movement and success of these businesses.
Published Version
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