THE ROLE OF COMPETITIVE ADVANTAGE IN MEDIATNG THE INFLUENCE OF MARKET ORIENTATION ON INTERNATIONALIZATION AND MARKETING PERFORMANCE

This research focuses on the role of competitive advantage in mediating the influence of market orientation on internationalization and marketing performance. This research utilize the associative quantitative approach by selecting 40 SMEs of Silver Craft in Celuk Village, Bali Province as samples with it owners or managers as the respondents. Data is collected by questionnaires. The data analysis technique used are path analysis and sobel test. Hypothesis test result shows that all hypothesis proposed are accepted. Market orientation has positive and significant influence on competitive advantage, internationalization and marketing performance. Competitive advantage has positive and significant influence on internationalization and merketing performance. Competitive advatange is capable of mediating the influence of market orientation on internationalization and marketing performance.