Record Detail

PEMBIMBING:Sri Wahyuni_The growth of restaurant in Indonesia becomes an attention for the management of the restaurant company in order to defend the position of the tight competition. Demand to be the best is a must to the commitment of the company in order to achieve the superiority in compiting so the company is able to increase the marketing peformance .The research is aim to testify to testify the influence of the market orientation, innovation, entrepreneurship orientation to competitive advantage to increase marketing performance of padang restaurant in west Jakarta. Method of data collection uses a questionaire with likert scale 1-10. The techniques of data analysis use Structural Equation Modeling (SEM) AMOS program version 21.0 it is used to verify the causality of seven research hypothesis.The output of analysis data is to testify the model that proposed shows the output which can be received with goodness of fit, that is chi-square = 661,148; probabilitas = 0,000; GFI 0,699; AGFI = 0,640; CMIN/DF = 1,945; TLI = 0,740; CFI = 0,766 dan RMSEA = 0,093; and in refused after doing analysis SEM. The results show that there is a positive and significant influence between market orientation on competitive advantage, innovation toward competitive advantage and entrepreneurship orientation to competitive advantage. While market orientation, innovation and entrepreneurship orientation does not have a significant effect on marketing performance, then competitive advantage does not have a significant effect on marketing performance.