CHARACTERISTICS OF ENTREPRENEURS THAT AFFECT MARKETING PERFORMANCE THROUGH MARKETING ADAPTATION STRATEGIES AND COMPETITIVE ADVANTAGES OF FOOD AND BEVERAGE FRANCHISE BUSINESS

Abstract

Objectives of this research were to study Characteristics of entrepreneurs that affect marketing performance with competitive advantage as a transmission variable. The sample group used in this research was food and beverage franchise business operators in the lower central region 2. using a random Accidental sampling. The research tool was used as a questionnaire. has a confidence value of 0.97. The statistics used in the research were frequency, percentage, mean, standard deviation simple regression analysis and plural.

           The research results showed that : 1) Operator attributes marketing adaptation strategy competitive advantage and marketing performance Overall, the average was at a high level, 2) Entrepreneurial characteristics have a positive influence on marketing adaptation strategies. competitive advantage and marketing performance Statistically significant at the 0.01 level, 3) Market adjustment strategies and competitive advantages have a positive influence on marketing performance. Statistically significant at the 0.01 level,
4) Entrepreneurial attributes have a positive influence on their market performance. Marketing adaptation strategies are some of the transmission variables. Statistically significant at the 0.01 level, 5) Entrepreneurial characteristics have a positive influence on market performance, with competitive advantage being the transmission variable. Statistically significant at the 0.01 level.