ENTREPRENEURIAL MARKETING SEBAGAI MEDIATOR PENGARUH ENTREPRENEURIAL ORIENTATION TERHADAP BUSINESS SUSTAINABILITY PADA UKM KOTA BATAM

Rizni Aulia Qadri, Aria Wibawa, Lady Lady

Abstract


ABSTRAK

Studi ini bertujuan untuk mengeksplorasi bagaimana entrepreneurial marketing dapat berperan sebagai mekanisme yang mengubah orientasi kewirausahaan menjadi hasil keberlanjutan bisnis yang konkret dalam lingkungan bisnis yang turbulent. Studi ini menggunakan desain penelitian kuantitatif, di mana data dikumpulkan melalui penyebaran kuesioner kepada pelaku Usaha Kecil dan Menengah (UKM) di Kota Batam dengan jumlah sampel ditentukan sebanyak 258 responden menggunakan rumus Hair et al. (n × 10), mengingat jumlah indikator dalam model adalah 21 indikator dikalikan dengan 10 menjadi 210 responden. Jadi jumlah sampel minimum 210 responden. Jumlah sampel yang melebihi jumlah sampel minimum hingga 258 responden untuk antisipasi adanya tidak valid pada saat pengujian data. Hasil studi ini menginterpretasikan bahwa konstruk-konstruk seperti Entrepreneurial Marketing, Customer Intensity, Innovativeness, Proactiveness, Resource Leveraging, dan Value Creation memiliki pengaruh yang signifikan terhadap keberlanjutan bisnis.

 

ABSTRACT

This study aims to explore how entrepreneurial marketing can act as a mechanism that transforms entrepreneurial orientation into concrete business sustainability outcomes in a turbulent business environment.This study uses a quantitative research design, where data is collected through questionnaires distributed to Small and Medium Enterprises (SMEs) in Batam City with a sample size of 258 respondents using the Hair et al. formula (n × 10), considering the number of indicators in the model is 21 indicators multiplied by 10 to 210 respondents. So the minimum sample size is 210 respondents. The number of samples exceeding the minimum sample size of up to 258 respondents is to anticipate invalidity during data testing. The results of this study interpret that constructs such as Entrepreneurial Marketing, Customer Intensity, Innovativeness, Proactiveness, Resource Leveraging, and Value Creation have a significant influence on business sustainability.


References


Alqahtani, N., & Uslay, C. (2020). Entrepreneurial marketing and firm performance: Synthesis and conceptual development. Journal of Business Research, 113, 62–71. https://doi.org/10.1016/J.JBUSRES.2018.12.035

Anggraini, R., Phang, S., & Sudhartio, L. (2025). Pengaruh Sustainable Leadership terhadap Sustainable Performance dengan Mediasi Variabel Social Innovation ( The Influence of Sustainable Leadership on Sustainable Performance with the Mediating Variable of Social Innovation ). 6(2), 345–357.

Bachmann, J., Ohlies, I., & Flatten, T. (2021). Effects of entrepreneurial marketing on new ventures’ exploitative and exploratory innovation: The moderating role of competitive intensity and firm size. Industrial Marketing Management, 92, 87–100. https://doi.org/10.1016/j.indmarman.2020.10.002

Bahadur, W., Khan, A. N., Ali, A., & Usman, M. (2020). The impact of transformational leadership on organizational innovation through employee’s innovative behavior. International Journal of Innovation Management, 24(03), 2050025. https://doi.org/10.1142/S1363919620500252

Breit, L., & Volkmann, C. (2024). Navigating start-ups: a qualitative exploration of causal and effectual decision-making in entrepreneurial marketing. Journal of Research in Marketing and Entrepreneurship. https://doi.org/10.1108/jrme-12-2023-0215

Buccieri, D., Javalgi, R., & Gross, A. (2021). Innovation and differentiation of emerging market international new ventures the role of entrepreneurial marketing. Journal of Strategic Marketing, 31, 549–577. https://doi.org/10.1080/0965254X.2021.1952293

Crick, J., Crick, D., & Chaudhry, S. (2020). Entrepreneurial marketing decision-making in rapidly internationalising and de-internationalising start-up firms. Journal of Business Research. https://doi.org/10.1016/J.JBUSRES.2018.11.033

Dhameria, V., Ghozali, I., Hidayat, A., & Aryanto, V. (2021). Networking capability, entrepreneurial marketing, competitive advantage, and marketing performance. Uncertain Supply Chain Management. https://doi.org/10.5267/j.uscm.2021.7.007

Diepolder, C., Weitzel, H., & Huwer, J. (2021). Competence Frameworks of Sustainable Entrepreneurship: A Systematic Review. Sustainability. https://doi.org/10.3390/su132413734

Eggers, F. (2020). Masters of disasters? Challenges and opportunities for SMEs in times of crisis. Journal of Business Research, 116, 199–208. https://doi.org/10.1016/j.jbusres.2020.05.025

Ferlito, R., & Faraci, R. (2022). Business model innovation for sustainability: a new framework. Innovation and Management Review, 19(3), 222–236. https://doi.org/10.1108/INMR-07-2021-0125

Fiore, M., Sansone, M., & Paolucci, E. (2022). Entrepreneurial marketing orientation and firm performance: The role of organizational capabilities in the agri-food sector. Journal of Small Business Management, 60(1), 181–208. https://doi.org/10.1080/00472778.2021.1914109

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2020). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications.

Hanaysha, J., & Al-Shaikh, M. E. (2022). An Examination of Entrepreneurial Marketing Dimensions and Firm Performance in Small and Medium Enterprises. Sustainability. https://doi.org/10.3390/su141811444

Hermawan, A., & Solihin, D. (2023). Mediating Role of Entrepreneurial Marketing on SMEs Business Sustainability: Evidence from Indonesian Manufacturing Sector. Journal of Small Business Strategy, 33(2), 145-163.

Idar, R., Yusoff, Y. M., & Mahmood, R. (2022). Innovation and market orientation as antecedents of firm performance in SMEs: A structural equation modelling approach. International Journal of Business and Society, 23(1), 131–148. https://doi.org/10.33736/ijbs.4561.2022

Kemper, J., & Ballantine, P. (2019). What do we mean by sustainability marketing? Journal of Marketing Management, 35, 277–309. https://doi.org/10.1080/0267257X.2019.1573845

Kusa, R., Duda, J., & Suder, M. (2021). Entrepreneurial orientation and value creation through CSR in SMEs. Sustainability, 13(2), 720. https://doi.org/10.3390/su13020720

Li, L.-Y., Syah, A., Syukur, M., Limkanchanapa, R., & Srisurat, C. (2023). Sustainable Micro, Small, and Medium Enterprises: A Developed Model of Entrepreneurial Marketing Behaviors for Thailand’s MSMEs. Sustainability. https://doi.org/10.3390/su151713135

Liu, C.-H., & Huang, C.-E. (2020). Discovering differences in the relationship among social entrepreneurial orientation, extensions to market orientation and value co-creation – The moderating role of social entrepreneurial self-efficacy. Journal of Hospitality and Tourism Management, 42, 97–106. https://doi.org/10.1016/j.jhtm.2019.12.002

Matsuno, K., & Kohlbacher, F. (2020). Proactive marketing response to population aging: The roles of capabilities and commitment of firms. Journal of Business Research, 113, 93–104. https://doi.org/10.1016/J.JBUSRES.2019.01.042

Monteiro, A., Soares, A., & Rua, O. (2019). Linking intangible resources and entrepreneurial orientation to export performance: The mediating effect of dynamic capabilities. Journal of Innovation & Knowledge. https://doi.org/10.1016/J.JIK.2019.04.001

Morris, M. H., Schindehutte, M., & LaForge, R. W. (2020). Entrepreneurial Marketing: A Strategic Approach for the 21st Century (2nd ed.). Palgrave Macmillan.

Naz, S., Li, C., Zaman, U., & Rafiq, M. (2020). Linking Proactive Personality and Entrepreneurial Intentions: A Serial Mediation Model Involving Broader and Specific Self-Efficacy. Journal of Open Innovation: Technology, Market, and Complexity. https://doi.org/10.3390/joitmc6040166

Nugroho, A., & Irawan, B. (2023). Entrepreneurial Marketing as a Driver for Business Sustainability: Study on Small Enterprises in Economic Border Areas. International Journal of Entrepreneurship and Small Business, 48(4), 412-430.

Nurjanah, L., Michelle., M. (2025). Sustainable Performance Pada UKM di Kota Batam Guna Tingkatkan Persaingan Usaha. Journal of Economic Management Accounting and Technology, 8(1):187-200. DOI:10.32500/jematech.v8i1.8370

Pinelli, M., Lechner, C., Kraus, S., & Liguori, E. (2021). Entrepreneurial value creation: conceptualizing an exchange-based view of entrepreneurship. Journal of Small Business and Enterprise Development. https://doi.org/10.1108/jsbed-04-2021-0155

Pratono, A. H., Djoemadi, F. R., & Aviary, S. (2023). Leveraging Digital Technologies for SMEs Business Sustainability: The Role of Proactiveness and Value Creation. Journal of Business Research, 159, 113576.

Rahman, M. S., Akter, M., & Johra, F. T. (2023). Entrepreneurial Orientation and Business Sustainability: A Comparative Study of SMEs in Developing Economies. Sustainability, 15(3), 2156-2175.

Sadiku-Dushi, N., Dana, L.-P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research. https://doi.org/10.1016/J.JBUSRES.2019.03.025

Sagar, S. (2023). Innovation and Sustainability in Business: Navigating the Future Landscape. Issue 12. Ser, 25(January), 51–60. https://doi.org/10.9790/487X-2512055160

Saputra, S., Daehani, D. U., & Wahyudi, A. S. (2019). The Linking of Strategic Planning and Innovation to the Performance of Public Organization in Indonesia. International Journal of Advances in Social and Economics, 1(3), 98–102. https://doi.org/10.33122/ijase.v1i3.47

Sarstedt, M., Ringle, C. M., & Hair, J. F. (2022). Partial least squares structural equation modeling. In Handbook of Market Research (pp. 1–40). Springer. https://doi.org/10.1007/978-3-319-05542-8_15-2

Sheth, J., & Parvatiyar, A. (2020). Sustainable Marketing: Market-Driving, Not Market-Driven. Journal of Macromarketing, 41, 150–165. https://doi.org/10.1177/0276146720961836

Sukmana, H. T., & Widyastuti, S. (2024). Value Creation and Customer Intensity: Key Dimensions of Sustainable Entrepreneurial Marketing in Digital Era. Journal of Marketing Management, 40(1), 78-97.

Wang, W.-F., Zhang, D., Wang, H., Zhu, Q., & Heravi, H. M. (2022). How do businesses achieve sustainable success and gain a competitive advantage in the green era? Kybernetes, 52, 3241–3260. https://doi.org/10.1108/k-07-2021-0614

Widjojo, H., Fontana, A., Gayatri, G., & Soehadi, A. (2020). VALUE CO-CREATION FOR MARKETING INNOVATION: COMPARATIVE STUDY IN THE SME COMMUNITY. International Journal of Innovation Management. https://doi.org/10.1142/S1363919620500309

Yoo, H., & Jung, Y. (2024). The Effect of the Commercialization Failure of SMEs’ R&D on Survival. IEEE Transactions on Engineering Management, 71, 6078–6089. https://doi.org/10.1109/TEM.2




DOI: http://dx.doi.org/10.35906/jep.v12i1.2926

Article Metrics

Abstract view : 31 times
PDF (Bahasa Indonesia) - 33 times

The Author Owns the Copyright of The Article Published in Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo

Article Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo been through a peer review process prior to publication. Journals, editors and editorial boards have the right or obligation to retract articles that contain inaccurate and misleading data if any. Read the Plagiarism Policy and Publication Ethics. Use of this site signifies your agreement to the Terms of Use.


This is an open access article distributed under the terms Creative Commons Attribution-ShareAlike 4.0 International License Creative Commons License.

Website Layout and Editing © 2016 Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo on Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo.