PENGARUH KARAKTERISTIK KEWIRAUSAHAAN DAN ORIENTASI PASAR TERHADAP KEUNGGULAN BERSAING DAN KINERJA

Abstract

Small and Medium Enterprises (SMEs) is a people’s economic activities small-scale in which
the type of business field is heterogeneous and need to be protected by the government to prevent unfair
competition. The role of SMEs in the city of Medan is considered very important especially in the field
of SMEs are labor-intensive, for which SME activities should be promoted and given the easiness both
licensing issues and other issues so that the products dihasil able to compete with the result of creativity
that is unique, rare and good quality especially in this era of globalization. Previous research has shown
that the entrepreneurial characteristics is positive and significant impact on business competence
(Darya, 2012), market orientation positively affects the performance of marketing (Nerver and Sleter,
1990), while Li (2000) managed to find the positive influence of a competitive advantage with
performance which is measured by volume of sales. Based on the test results it can be concluded that the
entrepreneurial characteristics directly influence the performance of marketing and market orientation
affect the performance marketing through competitive advantage as intervening.