Small and Medium Business (UKM) of bread and cake can develop and encounter business competition if they are concerned greatly with their marketing performance. The purpose of this study was to determine: 1. The effect of market orientation and product innovation on marketing performance of Bread and Cake UKMs. 2.The moderating effect of competitive ad-vantage, strengthens or weakens, of market orientation and product innovation on the marketing performance of Bread and Cake UKMs partially. Data were obtained through offline questionnaire distribution to 80 respondents. The respondents were the business owners and employees of Bread and Cake UKMs in Bengkulu, Indonesia. The data analysis used in this research was Structural Equation Model (SEM) which was operated through the Partial Least Square (PLS) program, SmartPLS 3.2.9. The result indicated that market orientation and product innovation partially influenced marketing performance. Competitive advantage partially moderated (strengthens) the effect of market orientation and product innovation on marketing performance. This research contributes to the theoretical development of competitive advantage which moderates the effect of market orientation and product innovation partially on marketing performance. The study also helps to find the strategy to increase the marketing performance of Bread and Cake UKMs in Bengkulu, Indonesia.

The aim of this paper is to examine one of the most crucial factors in the “Technology Acceptance Model” proposed by Davis (perceived usefulness) in moderating the “DeLone and McLean” success model in the context of educational portal in Higher Education. Questionnaires were distributed online to 200 respondents and deserved to be analyzed. The respondents were regular students at the University of Bengkulu. Data analysis used Smart-PLS version 3.2.9. The research findings indicated an influence of “system quality, information quality, and service quality partially on user satisfaction” of the educational portal information systems. The result shows that perceived usefulness can strengthen the relationship between system quality, information quality, and service quality to the satisfaction of customer. This research contributes to the development of perceived usefulness variable as a moderating variable affecting the quality of a system, quality of information, and quality of service partially on user satisfaction and finding strategies needed by the University of Bengkulu effective and efficient information system.