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  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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  • P-ISSN1738-3110
  • E-ISSN2093-7717
  • SCOPUS, ESCI

Distribution Strategy & Competitiveness on Marketing Performance of Sm all Industries in Bali

Di stribution Strategy & Competitiveness on Marketing Performance of Sm all Industries in Bali

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2021, v.19 no.8, pp.101-112
https://doi.org/https://doi.org/10.15722/jds.19.8.202108.101
SUASANA, Igakg (Faculty of Economics and Business, Udayana University)
SUPARTHA, Iwg (Faculty of Economics and Business, Udayana University)
GIANTARI, Igak (Faculty of Economics and Business, Udayana University)
SUKAATMADJA, Ipg (Faculty of Economics and Business, Udayana University)

Abstract

Purpose: This study aims to explain the effect distribution strategy and competitiveness of entrepreneurial personality on marketing capabilities and performance, the effect of marketing capabilities on marketing performance, the role of marketing capabilities as a mediating variable on the effect of entrepreneurial personality on marketing performance, and the role of credit access moderating effect of entrepreneurial personality on marketing capabilities and performance. Research design, data, and methodology: This research was conducted in Bali, on a small clothing industry. The sample size was set at 150 respondents, using a cluster random sampling approach. Data were analyzed using descriptive analysis techniques and partial least square. Result: The findings show that; entrepreneurial personality and marketing capabilities have a significant effect on marketing performance, entrepreneurial personality has a significant effect on marketing capabilities. Another result shows that marketing capability mediates the effect of entrepreneurial personality on marketing performance, access to credit acts as a moderating predictor, and as quasi moderating the effect of entrepreneurial personality on marketing performance. Conclusions: Entrepreneurs should try to increase their knowledge and skills in marketing formally or informally. Competence in terms of individual knowledge and skills can indicate social capital investment, which indirectly contributes to one's mindset and insight.

keywords
Distribution Strategy and Competitiveness, Access to Credit, Marketing Capability, Entrepreneurial Personality, Marketing Performance

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