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Original Research

MULTIGROUP DIFFERENCES IN MARKETING PERFORMANCE OF LOCAL TRADERS AND MIGRANTS IN THE BORDER AREA OF BENGKAYANG REGENCY, WEST KALIMANTAN

DINA OCTAVIANI 1, JUNIWATI 2, and NUR AFIFAH 3.

Vol 17, No 11 ( 2022 )   |  DOI: 10.5281/zenodo.7313788   |   Author Affiliation: Doctoral Program lecturer of Management Science, Faculty of Economics and Business, Tanjungpura University, a field of interest in Marketing Management 1; Doctoral Program student of Management Science, Faculty of Economics and Business, Tanjungpura University, a field of interest in Marketing Management 2,3.   |   Licensing: CC 4.0   |   Pg no: 384-394   |   To cite: DINA OCTAVIANI, et al., (2022). MULTIGROUP DIFFERENCES IN MARKETING PERFORMANCE OF LOCAL TRADERS AND MIGRANTS IN THE BORDER AREA OF BENGKAYANG REGENCY, WEST KALIMANTAN. 17(11), 384–394. https://doi.org/10.5281/zenodo.7313788   |   Published on: 11-11-2022

Abstract

This study examines the differences in marketing performance between local business actors or traders and migrants in the border area of bengkayang regency. The border area is an exciting research area, and one of the attractions comes from the perspective of business actors (msmes). Marketing performance is complex and cannot be directly measured (latent variable). The analysis method used in this study was Multigroup analysis using structural equation models (SEM). The sample was 126 local traders and 111 migrant traders. The modelling of exogenous latent variables, namely market reading ability (x1), entrepreneurial orientation (x2), and competitive advantage mediation variables (y), was tested in this study against endogenous latent variables of marketing performance (z). The data is divided into groups, and a model has been created. According to the statistical tests, the overall model fit was good for both groups. Furthermore, the results showed that, in addition to the variables of entrepreneurial orientation, the factors of market understanding capacity and upper hand influence promoting execution. Exogenous idle factors, namely marketing capability (x1), entrepreneurial orientation (x2), and competitive advantage mediation variables (y), were tested in this study against endogenous latent variables of marketing performance (z). The statistical tests showed that the overall model fit was satisfactory for both groups. Furthermore, the results showed that the factors of market understanding capacity and upper hand have affected promotion, except for the variables of entrepreneurial orientation.


Keywords

Multigroup, SEM, Local and Migrant