PENGARUH ORIENTASI WIRAUSAHA TERHADAP KEUNGGULAN BERSAING BERKELANJUTAN DAN KINERJA PEMASARAN USAHA KECIL SEKTOR PERDAGANGAN (CONSUMER GOODS) DI KOTA SURABAYA

Abstract

This study is to find how entrepreneur orientation to increase excellence compete to have performance and continuation marketing of commercial sector (retailer consumer goods) small industry in Surabaya with testing and obtaining empirical evidence regarding influence entrepreneur orientation to sustainability competitive advantage to have marketing performance, of commercial sector small industry in Surabaya.
The population of study is all commercial sector small industry in Surabaya namely under observation of Company of Area Market Surabaya Town amounting to 19.142 merchant at BPS Surabaya data in number 2010 while at the time of this research is conducted by 2011 not yet been known correctly, hence is big of sample able to be determined to be to be based by freedom of degree sample able to be determined to be to be based by freedom of degree storey; level 95% by using maximum equal to 0,05 is minimizing 385 responder. becoming 390 commercial sector small industry responder in Surabaya . used Analyzer in this study is Path Analysis with the support of SPSS 16 program.
Result Examination show entrepreneur orientation have an effect on positive and significant to sustainability competitive advantage. Entrepreneur orientation have an effect on not significant to marketing performance of commerce sector (retailer consumer goods) small industry in Surabaya. Sustainability competitive advantage have an effect significant and positive to performance marketing. Entrepreneur orientation through sustainability Competitive Advantage have an effect on significant to performance marketing of commercial sector (retailer consumer goods) small industry in Surabaya.