Moderation Effect of Entrepreneurial Marketing on the Relationship of Corporate Resilience on Competitive Advantage

DOI

10.2991/978-2-38476-090-9_17How to use a DOI?

Keywords

Financial Strategic; Entrepreneurial Marketing; Corporate Resilience; Competitive Advantage

Abstract

To examine the moderating effect of entrepreneurial marketing in the relationship between corporate resilience and competitive advantage. In addition, the purpose of this study is also to examine the effect of financial strategic on corporate resilience, the effect of financial strategic on competitive advantage, and the effect of corporate resilience on competitive advantage. Collecting data in this study using a survey method, namely data collection using a questionnaire given to respondents as a research sample from a predetermined population. The population in this study includes all ports under the auspices of PT Pelindo. Considering the small size of the population in this study, the sampling technique chosen in this study was saturated sampling so the sample in this study was 94 ports under the auspices of PT Pelindo. Data analysis was performed using a statistical method, namely the Structural Equation Model (SEM). Based on the results of the study, all indicators and items are valid and reliable. Furthermore, it can be concluded that Financial Strategy has a significant effect on Corporate Resilience and Competitive Advantage. Corporate Resilience have a significant direct impact on Competitive Advantage. For the moderating effect, Entrepreneurial Marketing has a significant effect on the relationship between Corporate Resilience and Competitive Advantage.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Dimas Rizky Kusmayadi
AU  - Muhammad Saifi
AU  - Muhammad Iqbal
AU  - Benny Hutahayan
PY  - 2023
DA  - 2023/08/01
TI  - Moderation Effect of Entrepreneurial Marketing on the Relationship of Corporate Resilience on Competitive Advantage
BT  - Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)
PB  - Atlantis Press
SP  - 178
EP  - 196
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-090-9_17
DO  - 10.2991/978-2-38476-090-9_17
ID  - Kusmayadi2023
ER  -