The Effect Of Entrepreneurial Marketing And Competitive Advantage On Marketing Performance

摘要

Tourism sector is currently a superior business. A lot of people need entertainment to satisfy or make themselves happy and to spend free time. Many countries in the world depend on the tourism industry as a source of income, no exception in Indonesia. Likewise, Batu City is currently launching tourism for international market. In its development, many investors are interested in managing tourism spots in Batu City, one of which is Jatim Park Group which has many interesting places and tourist attractions. In this case, in managing and attracting tourists, an entrepreneurial marketing spirit is needed to create competitive advantage with tourist attractions in Batu City. This study aims to determine the direct and indirect effects of entrepreneurial marketing on marketing performance through competitive advantage. The samples in this study were 93 tourism management people under the Jatim park group determined by using a sampling method of questionnaires and interviews. The results of the research show that entrepreneurial marketing has an effect on marketing performance because of the role of competitive advantage as a mediator of marketing performance. This indicates that there is a very close relationship among the variables studied.