Abstract:
This research has analyzed the effect of market orientation, innovation and
product orientation toward competitive advantage to increase marketing
performance. This riset formula is how to create competitive advantage to
increase marketing performance. Population which has selected in this
research is small and medium scale clothing industry at Semarang. Those
are 137 industries. Total sample in this research are 67 industries.
Collecting data used questioner, with score start from 1 (very disagree) to
10 (really agree). Analyzed data tool which has been used is SEM
(Structural Equation Model) through AMOS program 6.0. The result of data
analyze showed that research model can be accepted with goodness of fit,
they are chi – square = 234,552; probability = 0,058; GFI = 0,873; AGFI =
0,84; TLI = 0,985; CFI = 0,987; CMIN/DF = 1,61; and RMSEA = 0,033. All
hypothesis can be accepted after SEM analyzes conducted. This matter
means market orientation, innovation and entrepreneurship orientation
have positive affect and significant toward competitive advantage. Then
competitive advantage has positive affect and significant toward marketing
performance. General conclusion from result of the model test which has
applied to small and medium scale clothing industry at Semarang showed
that competitive advantage can be reached through market orientation,
innovation and entrepreneurship orientation, from there competitive
advantage which has been produced by the industry can increase marketing
performance. This research has given some research limitation and also
give agenda for the next research.
