Research Article
The Influence of Entrepreneurial Orientation on Marketing Performance Small and Medium Enterprises (SMEs) in Kuningan Regency Mediated by Creativity of Marketing Program
@INPROCEEDINGS{10.4108/eai.12-12-2020.2305013, author={Tatang Rois and Neng Evi Kartika and Aris Budiman and Munir Nur Komarudin and Wely Hadi Gunawan}, title={The Influence of Entrepreneurial Orientation on Marketing Performance Small and Medium Enterprises (SMEs) in Kuningan Regency Mediated by Creativity of Marketing Program}, proceedings={Proceedings of the 1st Universitas Kuningan International Conference on Social Science, Environment and Technology, UNiSET 2020, 12 December 2020, Kuningan, West Java, Indonesia}, publisher={EAI}, proceedings_a={UNISET}, year={2021}, month={3}, keywords={marketing performance; smes; kuningan}, doi={10.4108/eai.12-12-2020.2305013} }- Tatang Rois
Neng Evi Kartika
Aris Budiman
Munir Nur Komarudin
Wely Hadi Gunawan
Year: 2021
The Influence of Entrepreneurial Orientation on Marketing Performance Small and Medium Enterprises (SMEs) in Kuningan Regency Mediated by Creativity of Marketing Program
UNISET
EAI
DOI: 10.4108/eai.12-12-2020.2305013
Abstract
Research on the effect of entrepreneurial orientation on marketing performance has been carried out a lot, it's just that more is done in developed countries. This study aims to determine whether entrepreneurial orientation has an influence on marketing performance by including an intervening variable, namely the creativity of the marketing program. This research was conducted on all SMEs in Kuningan Regency engaged in the processing industry using Structural Equation Modeling (SEM) analysis tools. Data collection was carried out by distributing questionnaires. Based on the results of research and data analysis, it is concluded that entrepreneurial orientation and creativity of marketing programs have an effect on marketing performance, and creativity of marketing programs can mediate the relationship between entrepreneurial orientation and marketing performance. This research was conducted in developing countries such as Indonesia. In addition, this study adds a marketing program creativity variable as a mediating variable for the relationship between entrepreneurial orientation and marketing performance
