THE ROLE OF ENTREPRENEURIAL MARKETING ON MARKETING PERFORMANCE THROUGH MARKETING CAPABILITIES OF SMES
نویسندگان
چکیده
Saat ini keterampilan kewirausahaan memiliki peran penting bagi UKM untuk meningkatkan kinerja pemasaran dan digunakan sebagai keunggulan kompetitif persaingan bisnis. Penelitian bertujuan menganalisis lebih dalam pengaruh terhadap melalui kapabilitas UKM. deskriptif kuantitatif yang peneliti gunakan mengetahui hubungan antara masingmasing variabel didukung oleh penjelasan deskriptif. Sebanyak 120 pelaku dijadikan sampel dengan teknik penarikan menggunakan rumus Yamane Isaac. Setelah data terkumpul, selanjutnya dianalisis analisis jalur bantuan software SmartPLS. Hasil penelitian menunjukkan bahwa entrepreneurial marketing berpengaruh signifikan pemasaran, serta secara tidak langsung memediasi pemasaran. implikasi terlampir
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ژورنال
عنوان ژورنال: Ekonomi dan Bisnis
سال: 2022
ISSN: ['2356-0282', '2684-7582']
DOI: https://doi.org/10.35590/jeb.v9i1.4373