STRATEGIES TO IMPROVE MARKETING PERFORMANCE OF UMKM (MICRO, SMALL, AND MEDIUM-SCALE BUSINESS) BASED ON ENTREPRENEURIAL ORIENTATION AND ENTREPRENEURIAL MARKETING
Purpose – This research will provide an overview of the levels of marketing performance, product innovation, co-creation, entrepreneurial orientation, and entrepreneurial marketing in culinary creative industries. The effect of eentrepreneurial orientation on co-creation in the culinary creative industry. The effect of entrepreneurial orientation on product innovation in the culinary creative industry. The effect of entrepreneurial orientation on marketing performance in the culinary creative industry. The effect of entrepreneurial marketing on co-creation in the culinary creative industry. The effect of entrepreneurial marketing on marketing performance in the culinary creative industry. The effect of co-creation on product innovation in the culinary creative industry. The effect of co-creation on marketing performance in the culinary creative industry. The effect of product innovation on marketing performance in the culinary creative industry. Design/methodology/approach – Population of this research is culinary business in West Java in the forms of restaurants, besides of other 11 businesses. In West Java, the population of restaurants is 2.853 spreaded in 17 regencies and 9 cities. To decide the sample number that can represent the population, the researchers use the Slovin formula with an error limit of 19%. The analysis tool used is PLS – SEM. Findings – Based on direct observations, spreading the instruments using web-based questionnaire, as well as direct interviews with frontliner employees of culinary businessmen in West Java, and then strengthened by statistical evidence using statistical software PLS 3.1, it is revealed that a relationship model between entrepreneurial orientation and entrepreneurial marketing can enhance marketing performance of culinary businessmen in West Java. In the model, entrepreneurial orientation and entrepreneurial marketing can positively boost marketing performance of culinary businessmen in West Java. Research limitations – This study only covers one subsector of creative industries, that is culinary sector in West Java, not involving all sectors of creative industries and from 17 regencies as samples cannot represent or describe all creative industries. This study only involves UMKM or culinary business in West Java that are officially registered in the Ministry of Tourism and Creative Industry of the Republic of Indonesia. Originality/value – culinary marketing performance in West Java is very important in terms of running businesses. Marketing performance, nevertheless, is influenced by entrepreneurial orientation and entrepreneurial marketing simultaneously.
Marketing Performance, Product Innovation, Co-Creation Innovation, Entrepreneurial Orientation, Entrepreneurial Marketing, Creative Industry, and Culinary