Enhancing the Marketing Performance of Food SMEs through Market Orientation, Entrepreneurial Orientation, and Product Quality: Empirical Evidence from Bengkulu Province, Indonesia

This study examines the effects of market orientation, entrepreneurial orientation, and product quality on competitive advantage and their implications for the marketing performance of food micro, small, and medium enterprises (MSMEs) in Bengkulu Province, Indonesia. Using a quantitative approach, data were collected from 270 food MSME owners through structured questionnaires and analyzed using Structural Equation Modeling (PLS-SEM). The results indicate that market orientation, entrepreneurial orientation, and product quality are all at moderate levels and significantly contribute to competitive advantage. However, their implementation has not yet been optimal, limiting the ability of MSMEs to achieve superior marketing performance. Competitive advantage was found to play a crucial mediating role in translating strategic orientations and product quality into marketing performance, reflected in sales growth, customer growth, and product success. The findings suggest that Bengkulu food MSMEs are in a transitional stage, where basic strategic capabilities exist but require stronger integration and execution. This study contributes to the MSME marketing literature by highlighting the importance of competitive advantage as a mechanism linking strategic orientation to performance in regional economies. Practically, the results provide insights for policymakers and MSME owners to focus on strengthening market intelligence, entrepreneurial capability, and visible product quality to enhance competitiveness and marketing outcomes.