Orientasi Pasar dari Perspektif Teori Keunggulan Sumber Daya: Tinjauan Literatur Sistematis dan Model Konseptual (2021–2025)

Dewi Zulvia; Yunia Wardi; Yasri Yasri; Abror Abror; Vidya Rini Dwita Rini Dwita; Husnil Khatimah

doi:10.47709/jebma.v6i2.8876

Authors

Dewi Zulvia Universitas Negeri Padang
Yunia Wardi Universitas Negeri Padang
Yasri Yasri Universitas Negeri Padang
Abror Abror Universitas Negeri Padang
Vidya Rini Dwita Rini Dwita Universitas Negeri Padang
Husnil Khatimah Universitas Negeri Padang

DOI:

https://doi.org/10.47709/jebma.v6i2.8876

Keywords:

Market Orientation, Resource Advantage Theory, Competitive Advantage, Marketing Performance, Systematic Literature Review

Abstract

Tinjauan literatur sistematis ini mengkaji hubungan orientasi pasar dan keunggulan kompetitif melalui lensa Teori Keunggulan Sumber Daya (Resource-Advantage Theory), berdasarkan bukti empiris yang diterbitkan antara tahun 2021 hingga 2025. Research gap yang dijembatani adalah: belum adanya sintesis yang secara eksplisit menganalisis temuan era pasca-pandemi melalui perspektif Teori R-A, mengabaikan diferensiasi efek langsung dan termediasi, serta mengabaikan variabel mediasi yang menjelaskan heterogenitas hasil antar studi. Dipandu oleh kerangka PRISMA, 86 studi awal dari basis data Scopus disaring secara sistematis hingga menghasilkan 28 studi berkualitas tinggi. Temuan mengidentifikasi empat pola relasional: efek positif termediasi (57,1%), efek positif langsung dan termediasi (25,0%), efek bergantung konteks (10,7%), serta efek negatif/tidak signifikan (7,1%). Hubungan ini dimediasi oleh kemampuan inovasi, kemampuan relasional, dan fleksibilitas strategis. Kontribusi ilmiah studi ini adalah: (1) sintesis berbatas waktu pasca-pandemi (2021–2025), (2) klasifikasi pola empiris berbasis Teori R-A, dan (3) model konseptual baru yang memetakan jalur mediasi orientasi pasar menuju keunggulan kompetitif.

References

REFERENCE

Civelek, M., Durda, L., Hlawiczka, R., Hajduk, ?., & Hruška, R. (2025). Increasing Competitiveness through Marketing Innovation: An Examination of ResourceBased View and Institutional TheoryRelated Factors in International Contexts. Journal of Competitiveness, 17(4), 65–91. Scopus. https://doi.org/10.7441/joc.2025.04.03

Dahmiri, D., Junaidi, J., Johannes, J., Yacob, S., & Indrawijaya, S. (2024). THE IMPACT OF

MARKET ORIENTATION ON MARKETING PERFORMANCE: EXPLORING THE MODERATING ROLE OF COMPETITIVE ADVANTAGE. Business: Theory and Practice, 25(1), 164–174. Scopus. https://doi.org/10.3846/btp.2024.20174

Fakhreddin, F., Foroudi, P., & Kooli, K. (2025). The influence of key account management on competitive advantage and firm performance: A dynamic capability approach. Industrial Marketing Management, 124, 266–286. Scopus. https://doi.org/10.1016/j.indmarman.2024.12.002

Farida, N., & Prabawani, B. (2021). Building innovation capabilities on collaboration and market orientation for improving marketing performance of wood furniture craft. Humanities and Social Sciences Letters, 9(4), 439–451. Scopus. https://doi.org/10.18488/journal.73.2021.94.439.451

Glubish, L. (2021). Barriers to creating of competitive advantages in the sectors of food provision sphere of Ukraine. Agricultural and Resource Economics, 7(1), 115–136. Scopus. https://doi.org/10.51599/are.2021.07.01.07

Navarro García, A., LedesmaChaves, P., GilCordero, E., & DeJuanVigaray, M. D. (2024). Intangible resources, static and dynamic capabilities and perceived competitive advantage in exporting firms. A PLSSEM/fsQCA approach. Technological Forecasting and Social Change, 198. Scopus. https://doi.org/10.1016/j.techfore.2023.123001

Rethlefsen, M. L., Kirtley, S., Waffenschmidt, S., Ayala, A. P., Moher, D., Page, M. J., Koffel, J. B., PRISMAS Group, Blunt, H., Brigham, T., Chang, S., Clark, J., Conway, A., Couban, R., De Kock, S., Farrah, K., Fehrmann, P., Foster, M., Fowler, S. A., … Young, S. (2021). PRISMAS: An extension to the PRISMA Statement for Reporting Literature Searches in Systematic Reviews. Systematic Reviews, 10(1), 39. https://doi.org/10.1186/s1364302001542z

Rua, O. L., & Santos, C. (2022). Linking brand and competitive advantage: The mediating effect of positioning and market orientation. European Research on Management and Business Economics, 28(2). Scopus. https://doi.org/10.1016/j.iedeen.2021.100194

Situmorang, T. P., Ferdinand, A. T., & Indriani, F. (2024). PREEMPTIVE MARKET EXPLOITABILITY: RESOURCE ADVANTAGE THEORY OF COMPETITION PERSPECTIVE. Business: Theory and Practice, 25(1), 252–262. Scopus. https://doi.org/10.3846/btp.2024.18627

Tajeddini, K., Gamage, T. C., Tajdini, J., Qalati, S. A., & Siddiqui, F. (2023). Achieving sustained competitive advantage in retail and consumer service firms: The role of entrepreneurial orientation and entrepreneurial bricolage. Journal of Retailing and Consumer Services, 75. Scopus. https://doi.org/10.1016/j.jretconser.2023.103495

Tessema, D. H., Yesilada, F., Obeng, H. A., & Ahmed, J. N. (2025). Effect Of Customer Orientation On Customer Retention Through The Mediating Role Of Satisfaction And Service Quality: The Case Of Private Banks In Ethiopia. Management (Croatia), 30(2), 19–32. Scopus. https://doi.org/10.30924/mjcmi.30.2.2

Thi Huong, D., Thi Bich Loan, N., Van Trang, T., Thi Minh Nhan, N., & Hong Nhung, N. (2025). Unpacking CSR in womenowned SMEs: Innovation and competitive advantage as pathways to performance. Heritage and Sustainable Development, 7(1), 821–838. Scopus. https://doi.org/10.37868/hsd.v7i2.1112

Yaskun, M., Hermawan, A., & Rahayu, W. P. (2023). THE EFFECT OF MARKET ORIENTATION, ENTREPRENEURIAL ORIENTATION, INNOVATION AND COMPETITIVE ADVANTAGE ON BUSINESS PERFORMANCE OF INDONESIAN MSMEs. International Journal of Professional Business Review, 8(4). Scopus. https://doi.org/10.26668/businessreview/2023.v8i4.1563