Peran Entrepreneurial Marketing dalam Memediasi Kompetensi Sumber Daya Manusia dan Inovasi  untuk mencapai Keunggulan Kompetitif

Subagyo Subagyo; Gesty  Ernestivita; Eupharasia Susy  Suhendra

doi:10.29407/nusamba.v6i2.16246

Subagyo Subagyo Universitas Nusantara PGRI Kediri
Gesty Ernestivita Universitas Nusantara PGRI Kediri
Eupharasia Susy Suhendra Universitas Gunadarma Jakarta

https://doi.org/10.29407/nusamba.v6i2.16246

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Keywords: Kompetensi SDM, Inovasi, Entrepreneurial Marketing, Keunggulan Bersaing

Abstract

This study aims to determine the effect of HR competence and innovation on competitive advantage with entrepreneurial marketing as an intervening variable in the Food and Beverage Industry in East Java. This research is a quantitative research. The sample was determined as many as 100 entrepreneurs by purposing sampling technique. The data obtained from the questionnaire was then analyzed using SEM with the Smart PLS application tool. The results showed that the competence of HR and entrepreneurial marketing partially had a significant positive effect on competitive advantage, while innovation had no significant effect on competitive advantage. HR competence and innovation significantly affect entrepreneurial marketing. Likewise, it is proven that entrepreneurial marketing is proven to be able to mediate HR competencies and innovation to competitive advantage.

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