The Impact of Entrepreneurial Marketing and Business Development on Business Sustainability: Small and Household Footwear Industries in Indonesia

Abstract

Entrepreneurial marketing is a marketing approach that is more appropriate in terms of resource constraints andproblems that exist in small and medium enterprises (SMEs). Although the footwear industry is one of thegovernment-supported SMEs sector in Indonesia, the development of the industry is still relatively slow. Variousgovernment policies have been implemented related to export and import settings, but it does not seem toprovide significant benefits to the national development of the footwear industry. The main purpose of this studyis to formulate a model of entrepreneurial marketing for business development and sustainability of small andhousehold footwear industries based on the analysis of structural equation modeling (SEM) with partial leastsquares (PLS), entrepreneurial marketing shows positive influence on the development of the value of pathcoefficient of 0.511 (alpha = 5%). In addition, the ability of entrepreneurial marketing also has a positiveinfluence on the value of business sustainability path coefficient of 0.430 (alpha = 5%). This positive influencemeans that businesses with a higher ability of entrepreneurial marketing will have higher levels of businessdevelopment and sustainability. It can be concluded that entrepreneurial marketing plays an important role inshaping business development and sustainability of small and household footwear industries.