Improving and Optimization Marketing Performance of Coffee MSMEs in Central Java, Indonesia

Abstract

This research comprehensively explains the improvement and optimisation of marketing performance through competitive advantage, entrepreneurial orientation, product innovation and brand trust. This study aims to analyse the effect of entrepreneurial orientation, product innovation, and brand trust on marketing performance through competitive advantage. The sample in this study were 100 coffee MSMEs in Central Java. This research uses MSMEs with Amos analysis tools. This study resulted in the finding that entrepreneurial orientation, product innovation, and brand trust, directly affect marketing performance through competitive advantage.