Pengaruh Orientasi Pesaing dan Orientasi Pelanggan terhadap Kinerja Pemasaran dengan Promotional Mix sebagai Variabel Moderasi

Abstract

This study aims to examine: (1) the effect of competitor orientation on marketing performance, (2) the effect of customer orientation on marketing performance, (3) the effect of customer orientation with promotional mix moderation on the marketing performance of SMEs in restaurants in Buleleng Regency. This type of research used is quantitative research. The subjects of this study were restaurant SMEs in Singaraja City, while the objects were competitor orientation, customer orientation, and marketing performance. This research is a sample research with 100 respondents. The data analysis technique used and which is in accordance with the research paradigm is regression analysis with moderating variables. The results showed that (1) Competitor orientation has a positive and significant effect on marketing performance, (2) Customer orientation has a positive and significant effect on marketing performance, (3) Promotional mix is able to moderate the relationship between customer orientation and marketing performance, this means promotional mix is able to strengthen the relationship between the influence of customer orientation on the marketing performance of UKM Restaurants in Buleleng Regency.