Enhancing Marketing Performance of Packaged Culinary MSMEs in Payakumbuh Citythrough Entrepreneurial Orientation with Competitive Advantage as Mediating Variable

Abstract

The purpose of this study is to examine the effect of entrepreneurial orientation on marketing performance. In addition, this study also analyzes the indirect effect of entrepreneurial orientation on marketing performance through competitive advantage as a mediating variable. This study uses a quantitative approach by collecting primary data through questionnaires. The study population includes all packaged culinary MSMEs in Payakumbuh City in 2024. The sampling technique uses purposive sampling. The sample in this study is 315 respondents. Data were analyzed using Partial Least Squares (PLS) with SmartPLS to evaluate the direct and mediating relationships between variables. The results show that entrepreneurial orientation has a positive and significant effect on competitive advantage. Entrepreneurial orientation and competitive advantage have a positive and significant effect on marketing performance. Competitive advantage is proven to mediate the relationship between entrepreneurial orientation and marketing performance.