PENGARUH ENTREPRENEURIAL MARKETING TERHADAP PERFORMANCE MELALUI PRODUCT INNOVATION SEBAGAI VARIABEL MEDIASI PADA USAHA BATIK TRUSMI CIREBON TAHUN 2020-2022
Abstrak
This research aims to examine the influence of Entrepreneurial Marketing (EM) on the performance of batik MSMEs in Trusmi Cirebon, with Product Innovation as a mediator. Entrepreneurial Marketing is recognized as a suitable marketing approach for MSMEs as it emphasizes creativity, responsiveness to market changes, and innovation in products, contributing to sustainability. This study applies a mixed-method approach, combining survey and observation methods to gain a comprehensive understanding of the phenomena under investigation. As a result, four hypotheses are positive and significant Previous research has explained that entrepreneurial and business behaviors during periods of economic stability and turbulence differ significantly. However, in this study, Entrepreneurial Marketing successfully serves as a bridge to maximize the knowledge held by entrepreneurs and MSMEs.
Penelitian ini bertujuan untuk mengetahui pengaruh Entrepreneurial Marketing (EM) pada kinerja MSME batik di Trusmi Cirebon, dengan product innovation sebagai mediator. Pemasaran kewirausahaan diakui sebagai pendekatan pemasaran yang tepat untuk MSME karena menekankan kreativitas, responsif terhadap perubahan pasar, dan inovasi dalam produk, yang berkontribusi pada keberlanjutan. Studi ini menggunakan pendekatan campuran, menggabungkan metode survei dan observasi untuk mendapatkan pemahaman yang komprehensif tentang fenomena yang sedang diselidiki. Hasilnya, empat hipotesis positif dan signifikan. Penelitian sebelumnya telah menjelaskan bahwa perilaku kewirausahaan dan bisnis selama periode stabilitas ekonomi dan turbulensi berbeda secara signifikan. Namun, dalam penelitian ini, entrepreneurial marketing berhasil berfungsi sebagai jembatan untuk memaksimalkan pengetahuan yang dimiliki oleh pengusaha dan MSME.
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DOI: https://doi.org/10.24198/adbispreneur.v8i3.49873
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