Kajian Entrepreneurial Marketing terhadap Pengembangan dan Keberlanjutan Usaha Industri Kecil Menengah Furniture di Bogor

Abstract

Small and Medium Enterprises (SMEs) play a very important role in economic development . However, SMEs still have a marketing related issues. To resolve these problems, Entrepreneurial Marketing (EM) is a more appropriate approach in terms of resource limitations and problems that exist in small and medium enterprises (SMEs). This study was conducted to see the effect of entrepreneurial marketing for development and business sustainability, especially in the furniture and the factors that influence the Entrepreneurial Marketing (EM). The data used was primary data obtained from interviews and analyzed using analysis tools Structural Equation Modeling (SEM) approach through a Partial Least Squares (PLS). The results showed that entrepreneurial marketing affect significantly the business sustainability, but did not significantly influence the development of the business. Factors affecting the development of entrepreneurial marketing are product diversification, frequency modeling or new trends, and keep track of the level of needs / tastes of customers