ABSTRAKSebagai bagian dari Usaha Mikro Kecil Menengah, industri rumahan memiliki peran yang sangat penting sebagai pencipta lapangan kerja baru yang diharapkan berdampak kepada berkurangnya pengangguran dan pemerataan pendapatan masyarakat. Pengembangan industri rumahan perlu dilakukan di Kabupaten Kendal. Namun dalam pengembangannya, industri rumahan mengalami berbagai permasalahan, salah satunya pemasaran. Berdasarkan hal tersebut dibutuhkan metode dan strategi pemasaran yang tepat untuk pengembangan industri rumahan. Salah satu pendekatan yang saat ini muncul dalam penerapan pemasaran produk oleh pelaku usaha kecil menengah adalah pemasaran kewirausahaan (entrepreneurial marketing). Penelitian ini bertujuan untuk (1) menganalisis pencapaian entrepreneurial marketing yang diterapkan pelaku usaha industri rumahan di Kabupaten Kendal, (2) menganalisis pengaruh entrepreneurial marketing terhadap kinerja pemasaran industri rumahan di Kabupaten Kendal. Responden pada penelitian ini adalah pelaku usaha industri rumahan di Kecamatan Kaliwungu dan Kecamatan Patebon, Kabupaten Kendal. Metode pengambilan contoh menggunakan metode non probability sampling dengan menggunakan teknik convenience sampling. Data dianalisa menggunakan analisis transformasi indeks dan structural equation modeling dengan pendekatan partial least square (PLS). Hasil penelitian menunjukan bahwa entrepreneurial marketing yang telah diterapkan oleh pelaku usaha sudah cukup baik dimana kemampuan entrepreneurial marketing terbesar ditunjukan oleh kemampuan strategi. Berdasarkan analisis SEM PLS, diketahui bahwa peubah konsep, strategi, dan intelejensi pasar pada entrepreneurial marketing berpengaruh nyata terhadap kinerja pemasaran.Kata kunci: industri rumahan, kinerja pemasaran, pemasaran kewirausahaan ABSTRACT As a part of Micro Small Medium Enterprises, home industry plays a very important role as new jobs provider that is expected to decrease unemployment and distribute wealth among society. Home industry development needs to be done in Kendal Regency. However in its implementation, this home industry faces many problems, one of them is marketing. It shows that there needs to be right marketing method and strategy to develop home industries. One of the approaches that is used right now by Small Medium Enterprises is entrepreneurial marketing. This research aims to (1) analyze the achievement being practiced by home industry in Kendal, (2) analyze the impact entrepreneurial marketing has towards the marketing performance of Kendal's home industry. Respondents in this research are home industry entrepreneur in Kaliwangu district and Patebon district, Kendal Regency. Sampling method uses non probability sampling method with convenience sampling technique. The data was analyzed with transformation index analysis and structural equation modeling with partial least square approach (SEM PLS). The result of the research shows that the implementation of entrepreneurial marketing has been quite good and the biggest aspect of entrepreneurial marketing is show...
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