The Role of Entrepreneurial Marketing in the Indonesian Agro-Based Industry Cluster to Face the ASEAN Economic Community

The agro-industry plays an important role in the Indonesian economy. However, Micro, Small and Medium Enterprises (MSMEs) this industry face various challenges to be competitive, one of which is implementation ASEAN Economic Community (AEC) agreement. study aims develop a model for Micro-Small using entrepreneurial marketing approaches. This research was conducted at three centers agro-based clusters Indonesia. respondents were business actors representing leading fruit-processing cluster, fish processing cluster milk cluster. Primary data collection through structured interviews close ended questionnaires. used Structural Equation Modelling analysis with Partial Least Squares (PLS) approach enhancement dealing AEC. findings suggest that has significant impact increasing development competitiveness. MSMEs possessing great competitiveness would more ready penetrate their into other markets. In addition, supportive government policies encourage improve innovativeness can significantly increase ability.