Abstract
The achievement of the company’s sales target is influenced by marketing performance. Therefore, business owners must have a good entrepreneurial orientation and high competitive advantages so that they can have superior marketing performance. The purpose of this study was to determine the role of competitive advantage in mediating the influence of entrepreneurial orientation on the marketing performance of villas in Munggu Village, Mengwi District, Badung Regency, and Bali Province. This research was conducted at villas in Munggu Village, Badung Regency, and Bali Province. This research was conducted at the villa in Munggu Village, Mengwi District, Badung Regency. The sample in this study was 60 villa owners in Munggu Village, using the cluster sampling method. The data analysis technique was SEM Partial Least Square using the SmartPLS 3.0 program. The results of this analysis show that entrepreneurial orientation has a positive and significant effect on competitive advantage, entrepreneurial orientation has a positive and significant effect on marketing performance, competitive advantage has a positive and significant effect on marketing performance. The result also shows that competitive advantage can mediate the effect of entrepreneurial orientation on marketing performance.
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