期刊名称：Journal of Asian Finance, Economics and Business
印刷版ISSN：2288-4637
电子版ISSN：2288-4645
出版年度：2021
卷号：8
期号：5
页码：127-134
DOI：10.13106/jafeb.2021.vol8.no5.0127
语种：English
出版社：Korean Distribution Science Association
摘要：This study aims to determine the role of innovative capabilities as a mediator in analyzing entrepreneurial marketing's effect on sustainable competitive advantage in food and beverage micro-, small-, and medium- enterprises (MSMEs). Data was obtained from a food and beverage store manager in Tangerang City, comprising 119 samples. Furthermore, the G⁎Power, a tool used to calculate statistical power analysis for various t-tests, F tests, χ2 tests, z tests, and several exact tests, was used to determine the number of research samples, the α error probability of 5%, and 3 variables. The data collection method used questionnaires with Likert Scale 1-5 to indicate strongly disagree to strongly agree. To analyze data, we used Path Analysis supported by SmartPLS statistics software. Path analysis is a form of multiple regression statistical analysis that is used to evaluate causal models by examining the relationships between a dependent variable and two or more independent variables. It aims to provide estimates of the magnitude and significance of hypothesized causal connections between sets of variables. The data processing process took place in two stages, namely the estimation model testing with validity and reliability, and the structural model testing to decide the impact or correlation between variables utilizing the t-test. The result showed a positive and significant effect of entrepreneurial marketing to innovative capability and competitive advantage through the innovative capability of MSMEs.
