Proceedings of the 3rd Economics and Business International Conference, EBIC 2022, 22 September 2022, Medan, North Sumatera, Indonesia

Research Article

The Marketing Determinants of Social Enterprise Performance

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  • @INPROCEEDINGS{10.4108/eai.22-9-2022.2337391,
        author={Siti Alhamra Salqaura and Endang Sulistya Rini and Beby Karina Fawzeea Sembiring and Sirojuzilam  Sirojuzilam},
        title={The Marketing Determinants of Social Enterprise Performance},
        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={social entrepreneurship market orientation purpose process social enterprise performance},
        doi={10.4108/eai.22-9-2022.2337391}
    }
    
  • Siti Alhamra Salqaura
    Endang Sulistya Rini
    Beby Karina Fawzeea Sembiring
    Sirojuzilam Sirojuzilam
    Year: 2024
    The Marketing Determinants of Social Enterprise Performance
    EBIC
    EAI
    DOI: 10.4108/eai.22-9-2022.2337391
Siti Alhamra Salqaura1,*, Endang Sulistya Rini1, Beby Karina Fawzeea Sembiring1, Sirojuzilam Sirojuzilam1
  • 1: Universitas Sumatera Utara
*Contact email: siti.alhamra01@gmail.com

Abstract

Social enterprise performance is a research material that has not been much explored until now. Social enterprise performance requires in-depth research to determine influencing factors. The purpose of this study is to explore the determinants of affect social enterprise performance from a marketing perspective. The analysis is based on a quantitative approach by distributing survey questionnaires. This study involved 30 social entrepreneurship managers and owners as representative respondents. Sampling was done by purposive sampling method. Data analysis using structural equation modeling (SEM). Research result shows that social entrepreneurship, purpose, and process success affect social enterprise performance. Contrary to previous research, marketing orientation does not affect the performance of social enterprises