Antecedents of Competitive Advantage and Its Consequences on Business Performance

IA Cynthia Saisaria Mandasari; I Ketut  Rahyuda; Ni Wayan  Ekawati; Putu Yudi  Setiawan

doi:10.23887/ijssb.v7i4.67811

Authors

IA Cynthia Saisaria Mandasari Universitas Udayana, Jimbaran, Indonesia
I Ketut Rahyuda Universitas Udayana, Jimbaran, Indonesia
Ni Wayan Ekawati Universitas Udayana, Jimbaran, Indonesia
Putu Yudi Setiawan Universitas Udayana, Jimbaran, Indonesia

DOI:

https://doi.org/10.23887/ijssb.v7i4.67811

Keywords:

Competitive Advantage, Business Performance, Live Stream Commerce

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are one of the popular economy sectors that play an important role in advancing Indonesia's economy. The high number of MSMEs in Indonesia certainly increases the competition among MSMEs. Thus, to survive, MSMEs need continuous improvement in their Business Performance. This study aims to analyze the antecedents of competitive advantage and their consequences for business performance moderated by live streaming commerce. The method of writing scientific articles is by using qualitative methods and literature studies or library research. Reviewing theories and reviewing literature books that are in accordance with the theories discussed. The results of this study indicate that Entrepreneurial marketing has a positive and significant effect on business performance. E-commerce adoption has a positive and significant effect on business performance. Entrepreneurial marketing has a positive and significant impact on competitive advantage. E-commerce adoption has a positive and significant effect on competitive advantage. Competitive advantage has a positive and significant effect on business performance. Live streaming commerce moderates the influence of entrepreneurial marketing on business performance. Live streaming commerce moderates the effect of e-commerce adoption on business performance. Competitive advantage mediates the effect of entrepreneurial marketing on business performance. Competitive advantage mediates the effect of e-commerce adoption on business performance.

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