Kajian Entrepreneurial Marketing terhadap Pengembangan dan Keberlanjutan UMKM Kuliner di Depok

Abstract

The development and the sustainability of SMEs have recently become the focus of the government and education institutions. This is related to the role of SMEs which have a big contribution to the country's economy, but SMEs face a marketing related issues. The development of entrepreneurial marketing is considered in accordance with the business at an early stage. This study was conducted to analyze the effect on the development of entrepreneurial marketing and business sustainability, especially in culinary. The used data was primary data that obtained from interviews and analyzed by using Structural Equation Modeling (SEM) analysis tools through a Partial Least Squares (PLS) approach. The results showed that entrepreneurial marketing can achieve business sustainability through business development first. The direct impact that entrepreneurial marketing give for the business development is 63.2%. Furthermore, the direct impact of business development for the business sustainability is 44%.