Studi tentang Peran Entrepreneurial Marketing dalam Meningkatkan Business Performance UMKM di Masa Pandemi Covid-19
Ari Setiyaningrum(1*), Yussi Ramawati(2), Herlin Hidayat(3)(1) Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya
(2) Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya
(3) Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya
(*) Corresponding Author
Abstract
Abstract: The entrepreneurial marketing approach is a strategic choice that can be adopted by SME actors to continue to survive, especially in the midst of the Covid-19 pandemic situation. This study aims to identify which dimensions of entrepreneurial marketing have an important role in improving SME business performance in the creative economy industry during the Covid-19 pandemic. In particular, this study examines whether the dimensions of entrepreneurial marketing which include proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, customer intensity, resource leveraging, and value creation have an effect on business performance. Primary data was collected through an online survey method involving 258 SME actors in the creative economy industry in Indonesia who had been running their businesses before and during the Covid-19 pandemic. The sampling method used was non-probability sampling through purposive sampling technique. The results of data analysis with multiple linear regression indicated that the dimensions of entrepreneurial marketing that are proven to have an effect and have an important role in improving the business performance of SMEs in the creative economy industry during the pandemic are innovation-oriented, customer intensity, resource leveraging, and value creation, while proactiveness, opportunity-focused, and risk-taking orientation were found to have no effect on business performance.
Keywords: entrepreneurial marketing, business performance, small and medium enterprises, creative economy industry, Covid-19 pandemic.
Abstrak: Pendekatan entrepreneurial marketing menjadi pilihan strategi yang dapat diadopsi oleh pelaku UMKM untuk terus bertahan khususnya di tengah situasi pandemi Covid-19. Penelitian ini bertujuan untuk mengidentifikasi dimensi-dimensi entrepreneurial marketing mana yang memiliki peran penting bagi peningkatan business performance UMKM di industri ekonomi kreatif pada masa pandemi Covid-19. Secara khusus, penelitian ini menguji apakah dimensi-dimensi entrepreneurial marketing yang mencakup proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, customer intensity, resource leveraging, dan value creation berpengaruh terhadap business performance. Data primer dikumpulkan melalui metode survei online yang melibatkan 258 pelaku UMKM di industri ekonomi kreatif di Indonesia yang telah menjalankan bisnisnya pada waktu sebelum dan selama pandemi Covid-19. Metode pengambilan sampling menggunakan nonprobability sampling melalui teknik purposive sampling. Hasil analisis data dengan regresi linier berganda menunjukkan bahwa dimensi-dimensi entrepreneurial marketing yang terbukti berpengaruh dan memiliki peran penting bagi peningkatan business performance UMKM di industri ekonomi kreatif selama masa pandemi adalah innovation-oriented, customer intensity, resource leveraging, dan value creation, sedangkan proactiveness, opportunity-focused, dan risk-taking orientation ditemukan tidak berpengaruh terhadap business performance.
Kata Kunci: entrepreneurial marketing, business performance, UMKM, industri ekonomi kreatif, pandemi Covid-19.
Keywords
Full Text:
PDFReferences
Alqahtani, N., & Uslay, C. (2020). Entrepreneurial marketing and firm performance: Synthesis and conceptual development. Journal of Business Research, 113(December), 62–71.
Becherer, R. C., Haynes, P. J., & Helms, M. M. (2008). An exploratory investigation of entrepreneurial marketing in SMEs: The influence of the owner/operator. Journal of Business and Entrepreneurship, 20(2), 44–54.
Becherer, R. C., Helms, M. M., & McDonald, J. P. (2012). The effect of entrepreneurial marketing on outcome goals in SMEs. New England Journal of Entrepreneurship, 15(1), 7–18.
Chowdhury, M., Sarkar, A., Paul, S. K., & Moktadir, M. A. (2020). A case study on strategies to deal with the impacts of COVID-19 pandemic in the food and beverage industry. Operations Management Research. https://doi.org/https://doi.org/10.1007/s12063-020-00166-9
Dzogbenuku, R. K., & Keelson, S. A. (2019). Marketing and entrepreneurial success in emerging markets: the nexus. Asia Pasific Journal of Innovation and Entrepreneurship, 13(2), 168–187. https://doi.org/https://doi.org/10.1108/APJIE-12-2018-0072
Elena, M. (2020). Ini Sektor Ekonomi Kreatif yang Untung & Buntung di Tengah Pandemi. https://finansial.bisnis.com. https://finansial.bisnis.com/read/20200529/90/1246372/ini-sektor-ekonomi-kreatif-yang-untung-buntung-di-tengah-pandemi
Fiore, A. M., Niehm, L. S., Hurst, J. L., Son, J., & Sadachar, A. (2013). Entrepreneurial Marketing: Scale Validation with Small, Independently-Owned Business. Journal of Marketing Development and Competitiveness, 7(4), 63–86.
Gardner, D. M. (1994). Marketing/entrepreneurship interface: A conceptualization. In Marketing and entrepreneurship: Research ideas and opportunities (G. E. Hill, pp. 35–54).
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th Edition). Boston: Cengage.
Hamali, S. (2015). The Effect of Entrepreneurial Marketing on Business Performance : Small Garment Industry in Bandung City, Indonesia. Developing Country Studies, 5(1), 24–29.
Herman, L. E., Setiyaningrum, A., & Ferdinand, A. T. (2018). Techno-entrepreneurial relationship marketing to ignite the SMEs marketing performance in Indonesia. Quality - Access to Success, 19(167), 98–106.
Hills, G. E., Hultman, C. M., Kraus, S., & Schulte, R. (2010). History, theory and evidence of entrepreneurial marketing–an overview. International Journal of Entrepreneurship and Innovation Management, 11(1), 3–18. https://doi.org/https://doi.org/10.1504/IJEIM.2010.029765
Hills, G. E., Hultman, C. M., & Miles, M. P. (2008). The evolution and development of entrepreneurial marketing. Journal of Small Business Management, 46(1), 99–112.
Hisrich, R. D., & Ramadani, V. (2018). Entrepreneurial Marketing: A Practical Managerial Approach. Edward Elgar.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. The Journal of Marketing, 54(1), 1–18.
Kraus, S., Harms, R., & Fink, M. (2010). Entrepreneurial marketing: Moving beyond marketing in new ventures. International Journal of Entrepreneurship and Innovation Management, 11(1), 19–34.
Lumpkin, G. T., & Dess, G. G. (2001). Linking two dimensions of entrepreneurial orientation to firm performance: The moderating role of environment and industry life cycle. Journal of Business Venturing, 16(5), 429–451.
Morris, M. H. Schindehutte, M., & LaForge, R. W. (2001). The emergence of entrepreneurial marketing: Nature and meaning. London: Routledge.
Morris, M. H. Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial marketing: A construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice, 10(4), 1–19.
Olannye, A. P., & Edward, E. (2016). The Dimension of Entrepreneurial Marketing on the Performance of Fast Food Restaurants in Asaba, Delta State, Nigeria. Journal of Emerging Trends in Economics and Management Sciences (JETEMS), 7(3), 137–146.
Otieno, S., Bwisa, H. M., & Kihoro, J. M. (2012). Influence of strategic orientation on performance of Kenya’s manufacturing firms operating under east African regional integration. International Journal of Business and Social Science, 3(5), 27–36.
Rashad, N. M. (2018). The Impact of Entrepreneurial Marketing Dimensions on the Organizational Performance within Saudi SMEs. Eurasian Journal of Business and Management, 6(3), 61–71.
Sadiku-Dushi, N., Dana, L.-P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 100, 86–99.
https://doi.org/https://doi.org/10.1016/j.jbusres.2019.03.025
Setiyaningrum, A., & Ramawati, Y. (2020). Peran Dimensi-Dimensi Entrepreneurial Marketing dalam Mendorong Kesuksesan Bisnis UMKM di Industri Ekonomi Kreatif. Jurnal Ekonomi Bisnis Dan Kewirausahaan (JEBIK), 9(2), 125–143.
Stokes, D. (2000). Putting Entrepreneurship into Marketing: The Processes of Entrepreneurial Marketing. Journal of Research in Marketing and Entrepreneurship, 2(1), 1–16.
Wahyuni, N. M., & Sara, I. M. (2020). The effect of entrepreneurial orientation variables on business performance in the SME industry context. Journal of Workplace Learning, 32(1), 35–62.
Whalen, P., Uslay, C., Pascal, V. J., Omura, G., McAuley, A., Kasouf, C. J., ..., & Deacon, J. (2016). Anatomy of competitive advantage: Towards a contingency theory of entrepreneurial marketing. Journal of Strategic Marketing, 24(1), 5–19.
Wiklund, J., & Shepherd, D. (2003). Knowledge-Based Resources, Entrepreneurial Orientation, and the Performance of Small and Medium-Sized Businesses. Strategic Management Journal, 24, 1307–1314.
Article Metrics
Abstract view(s): 833 time(s)PDF: 949 time(s)
Refbacks
- There are currently no refbacks.