Omnichannel Marketing Strategy and Competitive Advantage in Mediating Market Orientation toward Marketing Performance

JURNAL MANAJEMEN MOTIVASI 2026 Open access

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Authors: D Indra Gunawan, Asep Muhamad Ramdan, Dicky Jhoansyah
DOI: 10.29406/jmm.v22i1.8669
Cited by: 0

Abstract

This study aims to analyze the effect of market orientation on marketing performance with omnichannel marketing strategy and competitive advantage as mediating variables in food-sector MSMEs in Sukabumi City. The method used is a quantitative approach with a survey of 120 respondents and data analysis using SEM-PLS. The results show that market orientation significantly influences omnichannel strategy and competitive advantage. Both variables mediate the relationship between market orientation and marketing performance. The implication of this study suggests that market orientation, supported by omnichannel strategy and competitive advantage, can optimally enhance the marketing performance of MSMEs.

Fields of Study & Subjects

Marketing and Advertising Strategies SMEs Development and Digital Marketing Consumer Retail Behavior Studies

Publication details

Journal / source
JURNAL MANAJEMEN MOTIVASI
Volume
22
Issue
1
Pages
1410–1426
Publication date
11 February 2026
Language
EN