The Influence of Market Orientation and Social Capital on Competitive Advantages of Guava in Simalingkar B, Medan, North Sumatera, Indonesia

Market Analysis

The purpose of this research is to examine the impact of market orientation and social capital on guava's competitive advantage in Simalingkar B, Medan. The study is descriptive in nature with a quantitative element. The sample consisted of 42 individuals who were guava vendors in the village of Simalingkar B, Medan. Multiple linear regression analysis, the t-test for partial significance, the F-test for simultaneous significance, and the coefficient of determination test are all data analysis procedures . The t-test findings indicate that the market orientation variable has a significance value of 0.001 < instead of 0.05, indicating that it has a partial influence on the competitive advantage variable. Additionally, since the social capital variable has a significance value of 0.001<0.05, it is possible to conclude that it has a substantial influence on the competitive advantage. According to the F-test, the market orientation and social capital variables both have a significance value of 0.000<0.05, indicating that they both have a substantial influence on the competitive advantage simultaneously. According to the coefficient of determination calculated using the adjusted R Square value, the adjusted R Square value is 0.629, indicating that market orientation and social capital have a combined influence of 0.629 (62.90 percent) on competitive advantage, with the remaining 37.10 percent influenced by factors not examined in this study.

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