Exploring Marketing Knowledge, Entrepreneurial Orientation, and Product Innovation on Marketing Performance of Pastry MSME
Article Sidebar
DOI:
Read Counter : 150
Download : 117
Main Article Content
Nurul Komaryatin
Samsul Arifin
Ali Ali
Nurul Huda
Mohamad Rifqy Roosdhani
Abstract
The performance of Micro, Small, and Medium-Sized Enterprises (MSMEs) must be enhanced to facilitate their rapid growth and increase their contribution to the economy. A key factor influencing the advancement of MSMEs is their performance. To improve marketing effectiveness, MSMEs must adopt the most suitable marketing strategies for each of their products. Through effective marketing performance, businesses can identify challenges that may affect their competitiveness and long-term sustainability. This study aims to explore the role of product innovation, entrepreneurial orientation, and marketing expertise in enhancing the marketing performance of MSMEs. A purposive sampling method was employed to select 96 active MSMEs in the pastry industry in Bugo Village, Welahan, Jepara Regency. Data analysis was conducted using multiple regression analysis. The results indicate that product innovation, entrepreneurial orientation, and marketing expertise have significant and positive effects on marketing success. The findings suggest that strengthening product innovation, entrepreneurial mindset, and marketing knowledge can further improve marketing performance in MSMEs, particularly in the pastry industry.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Aftab, J., Veneziani, M., Sarwar, H., & Ishaq, M. I. (2022). Organizational ambidexterity, firm performance, and sustainable development: Mediating role of entrepreneurial orientation in Pakistani SMEs. Journal of Cleaner Production, 367, 132956. https://doi.org/10.1016/j.jclepro.2022.132956
Arifin, S. (2021). Faktor-Faktor yang mempengaruhi kinerja pemasaran pada sentra industri kue dan roti di Desa Bugo. Jurnal Ilmiah Ekonomi Islam, 7(2). https://doi.org/10.29040/jiei.v7i2.2550
Badan Pusat Statistik. (2022). Profil industri mikro dan kecil (Profile of micro and small industries) 2022. https://www.bps.go.id/id/publication/2023/10/27/c1f1e0126c61890fdf03d74c/profil-industri-mikro-dan-kecil-2022.html
Banerjee, B. (2023). Challenges and opportunities for micro, small, and medium enterprises: Navigating the business landscape. The American Journal of Interdisciplinary Innovations and Research, 05(05), 13–17. https://doi.org/10.37547/tajiir/volume05issue05-04
Charir, N. A., Primyastanto, M., & Abidin, Z. (2017). Effect of marketing knowledge competency and entrepreneurship orientation on marketing capabilities and marketing performance of fishery SMEs in Malang City, East Java. ECSOFiM (Economic and Social of Fisheries and Marine Journal), 5(1), 53-67. https://doi.org/10.21776/ub.ecsofim.2017.005.01.06
Ciocoiu, C. N., Radu, C., Colesca, S. E., & Prioteasa, A. (2024). Exploring the link between risk management and performance of MSMEs: A bibliometric review. Journal of Economic Surveys. https://doi.org/10.1111/joes.12664
Devara, K. S., & Sulistyawati, E. (2019). Peran inovasi produk dalam memediasi pengaruh orientasi pasar terhadap kinerja pemasaran. E-Jurnal Manajemen Universitas Udayana, 8(10), 6367. https://doi.org/10.24843/ejmunud.2019.v08.i10.p25
Duwalang, I. W. R. P., & Santika, I. W. (2020). The role of product innovation mediates the effect of market orientation and entrepreneurial orientation on marketing performance. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(8), 136-145.
Elidjen, Hidayat, D., & Abdurachman, E. (2022). The roles of gamification, knowledge creation, and entrepreneurial orientation towards firm performance. International Journal of Innovation Studies, 6(4), 229–237. https://doi.org/10.1016/j.ijis.2022.07.002
Faerrosa, L., Athar, H. S., & Widiana, H. (2022). Market orientation and product innovation as an msme marketing strategy. Amwaluna Jurnal Ekonomi dan Keuangan Syariah, 6(2), 362–378. https://doi.org/10.29313/amwaluna.v6i2.10044
Ferreras-Méndez, J. L., Olmos-Penuela, J., Salas-Vallina, A., & Alegre, J. (2021). Entrepreneurial orientation and new product development performance in SMEs: The mediating role of business model innovation. Technovation, 108, 102325. https://doi.org/10.1016/j.technovation.2021.102325
Fikriah, N. N. L., Ningtyas, N. M. N., & Maksum, N. I. (2024). Direct and indirect effect of marketing capabilities on the performance of MSMEs. Jurnal Ekonomi, 29(2), 363–382. https://doi.org/10.24912/je.v29i2.2336
Gupta, A. K. (2021). Innovation dimensions and firm performance synergy in the emerging market: A perspective from dynamic capability theory & signaling theory. Technology in Society, 64, 101512. https://doi.org/10.1016/j.techsoc.2020.101512
Hair, J.F., Black, W. C., Babbin, B. J., Anderson, R.E. (2010). Multivariate data analysis(7th ed). New York: A Global Perspective.
Harini, S., Silaningsih, E., & Putri, M. E. (2022). Pengaruh orientasi pasar, kreativitas dan inovasi produk terhadap kinerja pemasaran UMKM. Jurnal Inspirasi Bisnis Dan Manajemen, 6(1), 67.
Heng, L., & Afifah, N. (2020). Entrepreneurial orientation for enhancement of marketing performance. International Review of Management and Marketing, 10(3), 46–53. https://doi.org/10.32479/irmm.9670
İpek, İ., Bıçakcıoğlu-Peynirci, N., & Hizarcı, A. K. (2023). A meta-analytic synthesis of how market and entrepreneurial orientation contribute to export performance: Do home country institutions matter? Industrial Marketing Management, 108, 1–22. https://doi.org/10.1016/j.indmarman.2022.11.001
Karnowati, N. B., Sudarto, S., Suwandari, L., Prakoso, F. A., & Apriandi, D. W. (2023). Achieving marketing performance through orientation innovation and entrepreneurial orientation. Jurnal Manajemen Bisnis, 14(2), 417–435. https://doi.org/10.18196/mb.v14i2.19086
Kaushik, N., & Dangwal, R. C. (2023). Do entrepreneurial orientation and market orientation matter for MSMEs Performance? A Systematic Literature review. Paradigm a Management Research Journal, 27(1), 78–92. https://doi.org/10.1177/09718907231173848
Khamaludin, K., Syam, S., Rismaningsih, F., Lusiani, L., Arlianti, L., Herlani, A. F., Fahlevi, M., Rahmadi, R., Windyasari, V. S., & Widiyatun, F. (2021). The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance. International Journal of Data and Network Science, 6(1), 9–16. https://doi.org/10.5267/j.ijdns.2021.11.002
Khasanah, I., & Sukresna, I. M. (2023). The roles of product innovation capability in marketing performance. Journal of Developmental Entrepreneurship, 28(03). https://doi.org/10.1142/s1084946723500218
Kim, I., Ki, C. W., Lee, H., & Kim, Y. K. (2024). Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance. Journal of Business Research, 176, 114611. https://doi.org/10.1016/j.jbusres.2024.114611
Latifah, N., & Dewi, R. S. (2021). Pengaruh entrepreneurial orientation terhadap kinerja pemasaran melalui inovasi produk sebagai variabel intervening (Studi pada usaha mikro olahan bandeng di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 10(2), 1144–1152. https://doi.org/10.14710/jiab.2021.31285
Liu, C. H., Horng, J. S., Chou, S. F., Yu, T. Y., Huang, Y. C., Ng, Y. L., & La, Q. P. (2024). Explore links among marketing knowledge, data literacy, skill improvement, and learning attitude in STEAM application for hospitality and tourism education. The International Journal of Management Education, 22(1), 100919. https://doi.org/10.1016/j.ijme.2023.100919
Lutfi, A. (2021). Peningkatan kinerja pemasaran UMKM berdasarkan orientasi kewirausahaan, pengetahuan pemasaran dan keadaan lingkungan. JBMI (Jurnal Bisnis, Manajemen, dan Informatika), 18(2), 86-102.
Lutfi, L., & Nupus, H. (2023). Antecedent factor model of entrepreneurial orientation in improving marketing performance through product innovation and value co-creation. WSEAS Transactions on Business and Economics, 20, 1396–1407. https://doi.org/10.37394/23207.2023.20.124
Ma’arif, A. O., & Maftukhah, I. (2020). The efforts to improve marketing performance in small and medium industries of tofu. Deleted Journal, 9(3), 252–261. https://doi.org/10.15294/maj.v9i3.39947
Manahera, M. M., Moniharapon, S., & Tawas, H. N. (2018). Analisis pengaruh orientasi pasar, orientasi kewirausahaan terhadap inovasi produk dan kinerja pemasaran (studi kasus UMKM Nasi Kuning di Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4). https://doi.org/10.35794/emba.6.4.2018.21666
Muddaha, G., Kheng, Y. K., & Sulaiman, Y. B. (2018). Impact of marketing knowledge management on marketing innovation: Empirical evidence from Nigerian SMEs. International Journal of Economic and Research, 9(1), 1-18.
Mufidah, E., & Eliyana, A. (2021). Improving MSMEs performance through entrepreneurial marketing, entrepreneurial networking, and product innovation. BISMA (Bisnis Dan Manajemen), 13(2), 108. https://doi.org/10.26740/bisma.v13n2.p108-120
Musrifah, M., & Murwatiningsih, M. (2017). Pengaruh orientasi pasar dan orientasi kewirausahaan terhadap kinerja pemasaran melalui keunggulan bersaing. Management Analysis Journal, 6(4), 495-505. https://doi.org/10.15294/maj.v6i4.19211
Nizam, M. F., Mufidah, E., & Fibriyani, V. (2020). Pengaruh orientasi kewirausahaan inovasi produk dan keunggulan bersaing terhadap pemasaran UMKM. Jurnal EMA, 5(2), 100-109.
Nuvriasari, A., Ishak, A., Hidayat, A., Mustafa, Z., & Haryono, S. (2020). The effect of market and entrepreneurship orientation on SME’s business performance: The role of entrepreneurial marketing in Indonesian Batik industries. European Journal of Business and Management, 12(5), 29-37.
Prasetyo, A. (2018). Kompetensi pengetahuan pasar dalam mendukung keunggulan produk untuk meningkatkan kinerja pemasaran. Prima Ekonomika, 9(1), 65-79.
Prihadini, D., Sukoco, I., Hermanto, B., & Tresna, P. W. (2023). Entrepreneurial marketing and product innovation in improving Business Performance: A case study on Batik Trusmi Cirebon. Journal of Law and Sustainable Development, 11(12), e802. https://doi.org/10.55908/sdgs.v11i12.802
Rahmidani, R., Susanti, D., Armiati, N., & Vrista, Y. L. (2023). Entrepreneurial marketing: Improving the marketing performance of the creative industry in the embroider stitching sector in West Sumatra. International Journal of Professional Business Review, 8(6), e01013. https://doi.org/10.26668/businessreview/2023.v8i6.1013
Sadiku-Dushi, N., Dana, L. P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 100, 86-99. https://doi.org/10.1016/j.jbusres.2019.03.025
Scuotto, V., Nespoli, C., Palladino, R., & Safraou, I. (2021). Building dynamic capabilities for international marketing knowledge management. International Marketing Review, 39(3), 586–601. https://doi.org/10.1108/imr-03-2021-0108
Setyawati, A., Sugangga, R., Sulistyowati, R., Narmaditya, B. S., Maula, F. I., Wibowo, N. A., & Prasetya, Y. (2024). Locus of control, environment, and small-medium business performance in pilgrimage tourism: The mediating role of product innovation. Heliyon, 10(9). https://doi.org/10.1016/j.heliyon.2024.e29891
Shirokova, G., Shakina, E., Bacon-Gerasymenko, V., & Wales, W. (2022). Entrepreneurial orientation as a mediator of ADHD – Performance relationship: A staged quasi-replication study. Journal of Business Venturing Insights, 17, e00312. https://doi.org/10.1016/j.jbvi.2022.e00312
Singh, L. B., & Mehdi, S. A. (2022). Entrepreneurial orientation & entrepreneurial intention: Role of openness to experience as a moderator. The International Journal of Management Education, 20(3), 100691. https://doi.org/10.1016/j.ijme.2022.100691
Sinha, K. J., Sinha, S., & Sinha, B. J. (2024). Micro, Small, and Medium-Sized Enterprises (MSMEs): The significant role and challenges in Indonesia’s economy. International Journal for Multidisciplinary Research, 6(3). https://doi.org/10.36948/ijfmr.2024.v06i03.20824
Sulaeman, M. (2018). Pengaruh orientasi kewirausahaan, orientasi pasar, dan inovasi produk terhadap kinerja pemasaran (Studi pada industri tahu di Sentra Industri Tahu Kota Banjar). Jurnal Ilmiah Administrasi Bisnis Dan Inovasi, 2(1), 154-166. https://doi.org/10.25139/jai.v2i1.909
Tatik, T., & Setiawan, D. (2024). Does social media marketing important for MSMEs performance in Indonesia? Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-01-2024-0090
Wahyuni, N. M., & Sara, I. M. (2020). The effect of entrepreneurial orientation variables on business performance in the SME industry context. Journal of Workplace Learning, 32(1), 35-62.
Yanto, J. (2021). Pengaruh orientasi kewirausahaan terhadap kinerja UMKM di Jabodetabek dengan individualisme sebagai variabel moderasi. Jurnal Manajemen Bisnis dan Kewirausahaan, 5(2), 207-213.