Abstract
The wedding industry in Indonesia is growing very rapidly, including wedding organizer and planners. This industry is included in the red ocean business because of the many new business growths in this area. Excellent marketing skills are needed to stay in this business. One of them is by implementing entrepreneurial marketing. This study uses quantitative methods using SmartPLS for data processing. Research respondents were 112 employees of wedding organizers and planners in Surabaya. The sampling technique used was purposive sampling method. In this study, researchers wanted to know about the influence of entrepreneurial marketing dimensions on company performance. The dimensions examined for influence were innovation value creation, customer intimacy, and opportunity focus. The results obtained are that the dimension of value creation has a significant effect on company performance, while the dimensions of innovation, customer intimacy, and focus on opportunities have no significant effect on company performance.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: International Journal of Review Management Business and Entrepreneurship (RMBE)
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.