DOI: 10.36347/sjebm.2018.v05i07.002

Pages: 562-569

This study aims to test and analyze the influence of market orientation, technological orientation to create competitive advantage in improving marketing performance. Sampling technique based on purposive sampling, sample of 232 respondents. Data obtained by interview. While the data collection is using a combination of open questions and closed questions given to the respondent. The collected data was analyzed by SEM (Structural Equation Modeling). The theoretical findings in this study show that marketing performance can be improved through competitive advantage where competitive advantage can be created by product innovation. Factors influencing product innovation are market orientation and technological orientation.