Building Competitive Advantage through entrepreneurial Marketing in Order to Improve Marketing Performance of Msmes in Malang City

Small, Micro and Medium Enterprises are very real economic activities that exist in Indonesia. MSMEs play an important role in the lives of Indonesian people, especially for the development and progress of the Indonesian economy. The purpose of this study is to analyze the improvement of MSME marketing performance through an entrepreneurial orientation mediated by competitive advantage. The population of this study is the population in this study is the owner of MSMEs in the city of Malang amounted to 10,904 with a total sample of 100 MSME owners and sampling using simple random sampling technique. The analytical tool to test the hypothesis used Structural Equation Modeling (SEM) analysis. The results of this study are improving the marketing performance of MSMEs in Malang City through sales growth because of the role of entrepreneurial orientation through proactive courage in running a business which is indicated by marketing new products into new markets and has a high competitive advantage which is shown by being able to create products that have uniqueness. separate from its competitors (has its own characteristics).