Peran Entrepreneurial Marketing dalam Memediasi Kompetensi Sumber Daya Manusia dan Inovasi untuk mencapai Keunggulan Kompetitif

SUBAGYO, SUBAGYO and GESTY, ERNESTIVITA and Eupharasia, Susy Suhendra (2021) Peran Entrepreneurial Marketing dalam Memediasi Kompetensi Sumber Daya Manusia dan Inovasi untuk mencapai Keunggulan Kompetitif. urnal Nusantara Aplikasi Manajemen Bisnis, 6 (2). pp. 166-183. ISSN E-ISSN : 2528-0929 P-ISSN : 2549-5291

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Abstract

The purpose of this study was to determine the effect of HR competence and innovation on competitive advantage with entrepreneurial marketing as a moderating variable in the Food and Beverage Industry in East Java. This research is a survey type with a quantitative approach. The sample was determined as many as 100 food and beverage entrepreneurs in East Java. Sampling with non-probability sampling technique with purposive sampling method. The data collected from the questionnaire was then analyzed using SEM with the Smart PLS application tool. The results of the study conclude that HR competence and entrepreneurial marketing partially have a significant positive effect on competitive advantage, while innovation has no significant effect. HR competence and innovation significantly affect entrepreneurial marketing. Likewise, it is proven that entrepreneurial marketing is proven to be able to mediate HR competencies and innovation to competitive advantage

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