The Effect of Entrepreneurial Orientation, Marketing Efficiency, and Competitive Advantage on the Marketing Performance of Clove Business in Gebugan Village

Abstract

This study examines how entrepreneurial orientation, marketing efficiency, and competitive advantage influence the marketing performance of clove businesses in Gebugan Village, Bergas District, Semarang Regency. Although the area has strong clove production capacity, local businesses face marketing challenges such as limited innovation, long distribution chains, and weak product competitiveness. Using a quantitative survey method, primary data were collected from clove business owners and analyzed statistically to test both partial and simultaneous relationships among variables. The results show that entrepreneurial orientation has a positive and significant effect on marketing performance. Business owners who demonstrate higher levels of innovation, proactiveness, and willingness to take risks tend to achieve better marketing outcomes.Marketing efficiency also positively affects performance, particularly through effective cost control, improved marketing margins, and the selection of appropriate distribution channels. Competitive advantage further strengthens marketing results, especially when businesses focus on maintaining product quality, offering competitive prices, and expanding market access. Simultaneously, these three factors significantly improve marketing performance. The findings highlight that strengthening entrepreneurial behavior, improving marketing efficiency, and building integrated competitive advantages are key strategies to enhance the competitiveness of clove businesses at local and regional levels