Analisis Pengaruh ERP Dan Orientasi Pasar Terhadap Kinerja Pemasaran Melalui Keunggulan Bersaing Serta Pegaruh Lingkungan Industri Dan Orientasi Pasar Terhadap Kinerja Pemasaran Melalui Strategi Pemasaran (Studi Pada UMKM Di Kota Semarang)

Abstract

This research was conducted to examine how much influence Enterprise Resource
Planning (ERP), Market Orientation, Industry Environment, Competitive Advantage,
Marketing Strategy to Marketing Performance. This study uses three independent
variables and also three dependent variable that consist of two variables have a role as
intervening variable
The sample used in this study amounted to 207 MSMEs in Semarang City in 2019.
Samples were taken using the Random Sampling method. The analysis used in this study is
data normality test, confirmatory test and hypothesis testing using the Structural Equation
Modeling (SEM) model.
The results of this study indicate that ERP has a positive effect on competitive
advantage significantly, market orientation has a positive effect on competitive advantage,
market orientation has a positive effect on marketing strategies, industrial environment has
a positive effect on marketing strategies, competitive advantage has a positive effect on
marketing performance and influential marketing strategies positive for marketing
performance.