Role of Competitive Advantage in Mediating the Effect of Market Orientation on Marketing Performance of Small Medium Enterprise (SME): Study on the Gold and Silver Jewelry Craft Industry in Singapadu Village, Gianyar, Indonesia

Abstract

Marketing “performance is sales growth based on the extent to which the company can maintain or add new customers. Companies or business owners must develop the products they offer to compete in the market, considering the increasing number of competitors with similar products and different levels of quality and excellence. This study aims to explain the role of competitive advantage in mediating the effect of market orientation on marketing performance. This research was conducted on small and medium enterprises (SMEs) crafting gold and silver jewelry located in Singapadu village, Gianyar district. The number of samples used was 64 SMEs. Collecting data using questionnaires and interviews, data were analyzed using the path analysis method. The study results can be concluded that market orientation has a positive and significant effect on marketing performance. market orientation has a positive and significant impact on competitive advantage. Competitive advantage has a positive and significant effect on marketing performance. Competitive advantage can mediate the impact of market orientation on the marketing performance of gold and silver jewelry handicraft SMEs in Singapadu village.