PENGARUH ENTREPRENEURIAL MARKETING TERHADAP PENINGKATAN COMPETITIVE ADVANTAGE UMKM
-
Nabilatul Hasanah(1)
Department of Management, Faculty of Economics and Business, Universitas Trunojoyo Madura
-
Miftahul Jannah(2*)
Department of Management, Faculty of Economics and Business, Universitas Trunojoyo Madura
(*) Corresponding Author
Keywords:
Entrepreneurial Marketing, Competitive Advantage, MSME
Abstract
This study aims to analyze the effect of implementing the seven dimensions of entrepreneurial marketing on increasing the competitive advantage of MSMEs in Sampang Regency. This quantitative research uses a purposive sampling technique, and the sample size collected was 155 MSMEs. The results of this study revealed that four dimensions of entrepreneurial marketing—customer intensity, innovativeness, resource leveraging, and value creation—partially have a significant effect on competitive advantage. While proactiveness, opportunity focus, and calculated risk-taking partially have no significant effect on competitive advantage. However, simultaneously, the seven dimensions of entrepreneurial marketing have a significant effect on the competitive advantage of MSMEs in Sampang Regency. This research is limited to Sampang Regency, so the results may not be generalizable to other regions. Therefore, further research is recommended to involve a larger and more diverse sample, such as MSMEs throughout Madura, and consider using different dimensions of the entrepreneurial marketing concept as variables.
Keywords: Entrepreneurial Marketing; Competitive Advantage; MSME
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References
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https://doi.org/https://doi.org/10.46254/NA07.20220253
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https://doi.org/10.1177/22785337241255815
Hidayatullah, S., Firdiansjah, A., Patalo, R. G., & Waris, A. (2019). The Effect Of Entrepreneurial Marketing And Competitive Advantage On Marketing Performance. International Journal of Scientific & Technology Research, 8(10), 1297–1301. www.ijstr.org
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Ighomereho, S. O., & Odunewu, V. A. (2022). Entrepreneurial Marketing And Sustainable Competitive Advantage Of Small And Medium Enterprises (Smes) In Osun State, Nigeria. Academy of Entrepreneurship Journal, 28(6), 1–17.
https://www.abacademies.org/articles/entrepreneurial-marketing-and-sustainable-competitive-advantage-of-small-and-medium-enterprises-smes-in-osun-state-nigeria-15294.html#r34
Jannah, M., & Hadyarti, V. (2021). Potensi Eduwisata Garam Pamekasan melalui Entrepreneurial Marketing pada Masa Pandemi Covid-19. Seminar Nasional Manajemen Dan Call for Paper (SENIMA 6), 253–260.
https://simpelmas.trunojoyo.ac.id/backend/assets/uploads/lf/LF202405141715705943201.pdf
Jones, R., Suoranta, M., & Rowley, J. (2013). Entrepreneurial marketing: A comparative study. Service Industries Journal, 33(7–8), 705–719.
https://doi.org/10.1080/02642069.2013.740470
Juniariani, N. M. R., & Agustia, D. (2024). Network Ties, Entrepreneurial Creativity And Competitive Advantage: The Moderating Role Of Knowledge Integration Capability. Business: Theory and Practice, 25(2), 377–386.
https://doi.org/10.3846/btp.2024.18947
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https://ekon.go.id/publikasi/detail/2969/umkm-menjadi-pilar-penting-dalam-perekonomian-indonesia
Khouroh, U., Sudiro, A., Rahayu, M., & Indrawati, N. K. (2020). The mediating effect of entrepreneurial marketing in the relationship between environmental turbulence and dynamic capability with sustainable competitive advantage: An empirical study in Indonesian MSMEs. Management Science Letters, 10(3), 709–720. https://doi.org/10.5267/j.msl.2019.9.007
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Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited.
Latifah, L., Setiawan, D., Aryani, Y. A., & Rahmawati, R. (2020). Business strategy – MSMEs’ performance relationship: innovation and accounting information system as mediators. Journal of Small Business and Enterprise Development, 28(1), 1–21. https://doi.org/10.1108/JSBED-04-2019-0116
Lechner, C., & Gudmundsson, S. V. (2014). Entrepreneurial orientation, firm strategy and small firm performance. International Small Business Journal, 32(1), 36–60. https://doi.org/10.1177/0266242612455034
Mahrous, A., Genedy, M. A., & Kalliny, M. (2020). The impact of characteristics of intra-organizational environment on entrepreneurial marketing intensity and performance in Egypt. Journal of Entrepreneurship in Emerging Economies, 12(5), 621–642. https://doi.org/10.1108/JEEE-08-2019-0115
Makmur, N., Chairunisa, Y., & Qamariah, I. (2018). The effect of entrepreneurial marketing on competitive advantage: small culinary souvenir industry in Jalan Mojopahit Medan, Indonesia. 1st Economics and Business International Conference 2017 (EBIC 2017), 571–576.
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. https://doi.org/10.1080/10696679.2002.11501922
Nwankwo, C. A., & Kanyangale, M. (2020a). Deconstructing entrepreneurial marketing dimensions in small and medium-sized enterprises in Nigeria: a literature analysis. International Journal of Entrepreneurial Venturing, 12(3), 321–341. https://doi.org/10.1504/IJEV.2020.107931
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Published
2024-11-18
How to Cite
Hasanah, N., & Jannah, M. (2024). PENGARUH ENTREPRENEURIAL MARKETING TERHADAP PENINGKATAN COMPETITIVE ADVANTAGE UMKM. Journal of Management : Small and Medium Enterprises (SMEs), 17(3), 1385-1406. https://doi.org/10.35508/jom.v17i3.19493
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Articles
