Research Article
Optimizing the Use of Design Thinking in the Application of Entrepreneurial Marketing to Improve Marketing Performance in Start-Up Companies: Case of Medan
@INPROCEEDINGS{10.4108/eai.22-9-2022.2337487, author={Dany Perdana Sitompul and M. Ibnu K. Sitompul}, title={Optimizing the Use of Design Thinking in the Application of Entrepreneurial Marketing to Improve Marketing Performance in Start-Up Companies: Case of Medan}, proceedings={Proceedings of the 3rd Economics and Business International Conference, EBIC 2022, 22 September 2022, Medan, North Sumatera, Indonesia}, publisher={EAI}, proceedings_a={EBIC}, year={2024}, month={4}, keywords={entrepreneurial marketing design thinking start-ups company performance}, doi={10.4108/eai.22-9-2022.2337487} }- Dany Perdana Sitompul
M. Ibnu K. Sitompul
Year: 2024
Optimizing the Use of Design Thinking in the Application of Entrepreneurial Marketing to Improve Marketing Performance in Start-Up Companies: Case of Medan
EBIC
EAI
DOI: 10.4108/eai.22-9-2022.2337487
Abstract
Start-ups, also known as entrepreneurial ventures, have become a trend followed by many people in Indonesia, especially young people. According to data from the Indonesian Creative Industries Society for Information Technology and Communication (MIKTI), in 2018 the number of start-ups in Indonesia reached 992 companies. MIKTI's data shows that more than half of the start-ups are located in Jakarta, Bogor, Depok, Tangerang, and Bekasi, with a percentage of 52.63 percent and a total of 552 start-ups. Sumatra is ranked second with 11.53 percent. The data also shows that nowadays young people tend to want to start a business rather than become an employee to support their career life. However, not all start-ups that are established are able to survive. Many startups struggle to generate profits from their product sales. More often, this is due to inadequate marketing efforts that ultimately harm the company. Market orientation, a key aspect of marketing, has been recognised as a significant factor in a business's performance. Moreover, numerous researches have discovered that start-ups frequently suffer from a deficiency in market orientation and capabilities, resulting in diminished performance levels and increased risks of business failure.