Entrepreneurial Market Orientation and Marketing Performance: An Evidence From Malang Soybean Cracker Industry

Ananda Sabil Hussein

doi:10.12962/j24433527.v0i01.5764

Abstract

This study aims to test the effect of entrepreneurial market orientation (EMO) as the development of entrepreneurial orientation concept. Particularly, this study tested the dimensions of EMO name innovation, customer orientation, market orientation and entrepreneurial orientation on marketing performance. To answer the proposed research objectives, this study used multiple regression analysis. Self-administered questionnaires were distributed into one hundred respondents while only 67 questionnaires collected. The results of multiple regression showed innovation has a positive significant effect on marketing performance. Similar to innovation, this study indicated that customer orientation has a positive significant effect on marketing performance. As proposed in the hypothesis, this study found that market orientation positively affected marketing orientation. Entrepreneurial orientation as the dimension of EMO was shown to have a significant effect on marketing performance. After the completion of this study, both theoretical and practical contribution are provided.

Highlights

Several studies have explained that Small and Medium Enterprises (SMEs) have an important role in contributing to national income
This study aims to test the effect of entrepreneurial market orientation on marketing performance
This study shows the effects of innovation, customer orientation, market orientation and entrepreneurial orientation as dimensions of entrepreneurial market orientation (EMO) on marketing performance

Summary

Introduction

Several studies have explained that Small and Medium Enterprises (SMEs) have an important role in contributing to national income. While giving some contributions to the national income, SMEs still have many problems. Based on world bank studies, there are four problems that are faced by the SMEs. The first problem is about the limited financial access owned by the SMEs; the second is the small business opportunities; the third is the limited capacity of human resources; and the last is government regulation and bureaucracy. To sustain its business as well as to tackle these four problems, SMEs must have high marketing performance

Objectives

Methods

Results

Conclusion