DOI: 10.36347/sjebm.2018.v05i10.001

Pages: 893-903

This study aims to develop concepts competitive advantage that can improve marketing performance. Specific target of this study empirically test the influence of market orientation, of entrepreneur orientation influence the competitive advantage, and market orientation, entrepreneur orientation, competitive advantage influence on marketing performance. Sampling techiniquez based on purposive sampling, sampel used was the director of 175 medium-scale food in Semarang city. Data obtained in this study obtained by interview. The collection of the data is combined with open questions and closed questions, then given to the respondent. The Data analyzed with SPSS 16.Theoretical findings in this study were to enrich the literature of creating competitive advantage can improve marketing performance. While managerial findings in this study is to model the development of medium-scale food industry in Semarang City.