1Gandis Wilujeng, 2Mokhamad Natsir, 3Umu Khouroh
1Student of postgraduate program magister management, University of Merdeka Malang, Indonesia
2,3Postgraduate program, University of Merdeka Malang, Indonesia
DOI : https://doi.org/10.47191/ijmra/v7-i04-42Google Scholar Download Pdf
ABSTRACT:
This research aims to determine the influence of artistic orientation, digital marketing, and ecopreneurship on the performance of craft MSEs in Batu City through competitive advantage. The population used in this research is craft business actors in Batu City. This sample determination was carried out using the Non-Probability Sampling type. The sampling method in this research uses Simple Random Sampling by considering that all SME craft business actors have the same opportunity to answer the researcher's questionnaire, and uses snowball sampling with a sample size of 92 respondents. The data collection model is uses questionnaire, and using the SEM-PLS approach analysis method. The results of this research found that: (1) Artistic orientation has a positive and significant effect on MSEs Performance, (2) Digital marketing has a negative and significant effect on MSEs Performance, (3) Ecopreneurship has a positive and significant effect on MSEs Performance, (4) Artistic orientation has an effect positive and significant influence on Competitive Advantage, (5) Digital marketing has no significant influence on Competitive Advantage, (6) Ecopreneurship has a positive and significant influence on Competitive Advantage, (7) Competitive Advantage has a positive and significant influence on MSE Performance, (8) Competitive advantage mediates the influence of artistic orientation on MSE performance, (9) Competitive advantage does not mediate the influence of digital marketing on MSE performance, (10) Competitive advantage mediates the influence of ecopreneurship on MSE performance.
KEYWORDS:MSE performance, competitive advantage, artistic orientation, digital marketing, ecoprereneurship.
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Volume 07 Issue 04 April 2024
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