The Effect Of Promotional Strategy, Entrepreneurship, On Marketing Performance With Competitive Advantage As Variable Intervening

Abstract

The purpose of this study is how to determine the performance of entrepreneurial marketing and how to use competitive advantage as an intervention variable with the influence of pro strategies. The population of this study were 221 participants of Ulos cloth SMEs assisted by MSMEs and the North Sumatra Cooperative Service. The research method used is path analysis using the SPSS program. The results showed that the promotion strategy and entrepreneurial thinking had a positive and significant effect on marketing performance, and with competitive advantage as an intervention variable, promotion strategy and entrepreneurial thinking have a significant positive effect on entrepreneurial marketing performance.