Kajian Entrepreneurial Marketing terhadap Pengembangan dan Keberlanjutan Usaha IKM Makanan dan Minuman di Wilayah Bogor

Abstract

Food and beverage industries are one of the non-oil and gas subsector manufacture in Bogor. The marketing concept of the Small and Medium Enterprises (SMEs) is different from the Big Enterprises. SMEs employes the entrepreneurial marketing system there is more flexible to confront a strict market competition. The purpose of this study are to understand the SMEs profile and its subject characteristic, identify determinant factors of entrepreneurial marketing, and identify the stages of entrepreneurial marketing for advanced business development. The analytic tools for this study are descriptive analysis and Structural Equation Modeling (SEM) with Partial Least Squares (PLS) approach. The result shows entrepreneurial marketing is significant with indirect effect to advanced business through business development.