The Influence of Entrepreneurial Orientation, Market Orientation, Learning Orientation on Marketing Performance Mediated by SME Marketing Capabilities to Support the Achievement of the Sustainable Develoipment Goals

Abstract

Objective: The research objective is to analyze the influence of entrepreneurial orientation, market orientation, learning orientation on marketing performance mediated by MSME marketing capabilities to support the achievement of the Sustainable Development Goals. Theoretical Framework: This research uses the Resource Base View (RBV) theory and Dynamic Capabilities as the grand theory. This research uses a quantitative approach with a survey method. Method: The variables studied were Entrepreneurial Orientation, Market Orientation, Learning Orientation, Business Size, Marketing Capability and Marketing Performance. The population is all owners of sandal shoe SME that are supported by the government in Mojokerto City East Java Indonesia by taking a sample of 208 people. Data collection used a questionnaire with a Likert scale of 1 to 5.Data testing uses path analysis, mediation test. Results and Discussion: Entrepreneurial Orientation, Market Orientation and Learning Orientation have a direct effect on Marketing capxbility and Performance. Apart from that, learning orientation has an indirect effect on marketing performance through the mediation of marketing capabilities. By increasing entrepreneurial orientation, market orientation, learning orientation and marketing capability, it can improve the Marketing Performance of MSMEs. This can encourage the success of the Sustainable Development Goals, namely reducing poverty and increasing the welfare of SME. Research Implications: when SMEs have excellent entrepreneurial orientation, market orientation and learning orientation , there is a tendency to use existing resources more effectively so that they can develop their business optimally. For this research, marketing performance in the shoe industry is very important to develop. Originality/Value: The originality of the theoretical model in this research contributes to the development of RBV theory, as well as the implementation of dynamic resource capabilities in SME.