Abstract:<p><em>Entrepreneurial marketing is the suitable approach in terms of resource constraints and problems that exist in small and medium enterprises (SMEs). Footwear industry is a sector of Small and Medium Enterprises (SMEs) that is supported by the government of Bogor. Problems of development of footwear industry are divided into two main factors: the competence of SMEs and local government policy. Based on these problems, this study aims to (1) Identify the characteristics of entrepreneurs, busine… Show more
“…Meskipun pencapaian pada level tersebut sudah cukup baik, dapat dikatakan bahwa masih terdapat akses yang terbatas dalam menjalin hubungan dengan pihak luar. Hal tersebut sesuai dengan penemuan Septiani et al (2013) (Ghozali, . Gambar . Indeks entrepreneurial marketing (%)…”
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...
“…Meskipun pencapaian pada level tersebut sudah cukup baik, dapat dikatakan bahwa masih terdapat akses yang terbatas dalam menjalin hubungan dengan pihak luar. Hal tersebut sesuai dengan penemuan Septiani et al (2013) (Ghozali, . Gambar . Indeks entrepreneurial marketing (%)…”
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...
“…(Becherer, 2012). Entrepreneurial marketing has a direct influence on the competitiveness of Small and Medium Enterprises (Septiani, 2013). Suardhika explained that success in increasing competitive advantage in Small and Medium Enterprises is directly affected by entrepreneurial marketing and indirectly influenced by product innovation.…”
Although several researchers have studied entrepreneurial Marketing (EM), comprehensive testing of the EM integrative model has not been studied by previous researchers. Previous researchers were limited to examining the effect of antecedents on EM or business performance. The study is to discuss the influence of market and entrepreneurial orientation on the performance of SMEs. Entrepreneurial Marketing (EM) is a mediator. The sample is 285 managers of Batik SMEs in the Special Province of Yogyakarta and Central Java. Data were analyzed using Structural Equation Modelling (SEM) and to analyze the measurement models using the onecongeneric approach. The results of this study explain that market orientation and entrepreneurial orientation have a positive and significant effect on EM. Market orientation has an indirect effect on the performance of SMEs through EM as a mediator. Entrepreneurial orientation directly affects the performance of SMEs. The novelty in this study shows that EM plays an essential role in mediating market orientation and SME performance.
“…Entrepreneurial marketing merupakan konsep pemasaran yang menggunakan pendeketan yang ditinjau dari keterbatasan sumber daya dan permasalahan yang sedang terjadi pada UMKM. Kemunculan konsep entrepreneurial marketing merupakan respon dari beberapa hasil penelitian yang menunjukkan adanya ketidaksesuaian antara teori pemasaran konvensional dan praktek pemasaran pada pelaku usaha kecil dan menengah, berdasarkan kondisi tersebut diketahui bahwa konsep pemasaran konvensional (tradisional) yang awalnya dikembangkan untuk perusahaan besar, tidak dapat langsung ditransfer ke dunia usaha kecil tanpa adaptasi (Septiani, Sarma, & Limbong, 2013). Ada berbagai definisi yang dikemukakan peneliti mengenai entrepreneurial marketing, diantaranya Stokes (2000), Morris, Schindehutte, et.al (2002), Kraus, Harms et al (2009), Morrish, Miles et al (2010).…”
The development of Garut Sukaregang leather center raised significantly. The leather products have been recognized and become one of the best leather products in the world and also become a superior product in West Java. However in its implementation, this creative industry faces many problems, one of them is marketing. Therefore, Sukaregang leather center needs the right marketing strategy to develop this creative industry. One of the approaches that is used by micro small and medium enterprises is entrepreneurial marketing. Through this research, there will be a judgment of perfomance business towards entrepreneurial marketing variable with sub variable proactiveness, innovativeness, calculated risk taking, opportunity focus, customer intensity, resource leverage, and value creation. Other than that, author will indicate the impact of sub variable proactiveness, innovativeness, calculated risk taking, opportunity focus, customer intensity, resource leverage, and value creation towards Garut Sukaregang leather center’s perfomance. This research used quantitative method. The research was conducted by distributing questionnaires to 70 respondens of Garut Sukaregang leather center’s owner. The data of questionnaires was tested using validation and reability. Data was analyzed using SEM PLS 3.0. The result of this research showed that the assesment of innovativeness, customer intensity, and value creation have a significant and positive impact on SMEs perfomance while partial subvariable proactiveness, calculated risk taking, opportunity focus, dan resource leveraging have not significant impact on MSMEs perfomance. In this research we can conclude that entrepreneurial marketing has a postive and significant impact towards Garut Sukaregang leather center MSMEs perfomance 56.8%.
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