The Role of Market Orientation as a Mediation Variable Entrepreneurial Orientation on Sustainable Performance

Abstrak

This research aims to analyze the influence of Entrepreneurial Orientation on Sustainable Performance by considering the role of Market Orientation as a mediating variable. This research uses a quantitative approach by collecting data through surveys and statistical analysis using smartPLS to test the influence between Entrepreneurial Orientation, Market Orientation, and Sustainable Performance. The research results show that Entrepreneurial Orientation influences Market Orientation. Entrepreneurial Orientation has an influence on Sustainable Performance. Market Orientation influences Sustainable Performance. Entrepreneurial Orientation influences Sustainable Performance through Market Orientation. Limitations of this research include the use of a limited sample of SMEs in Kediri Indonesia and the use of a self-report questionnaire which can cause data bias. Further research with wider sample coverage and more diverse data collection methods is needed to strengthen the generalization of the findings. The findings of this research provide guidance for SMEs to improve sustainable performance through developing entrepreneurial orientation and market orientation. This research provides a new contribution to the literature by examining the role of market orientation as a mediator in the relationship between entrepreneurialism and Sustainable Performance.