1. News discovery marketing strategy SMEs with entrepreneurial concept.
- Author
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Nofrizal, Nofrizal, Sucherly, Sucherly, Juju, Undang, Suryana, Popo, and Lubis, Nurhayani
- Subjects
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MARKET orientation , *MARKETING strategy , *STRUCTURAL equation modeling , *MARKETING effectiveness , *INFLUENCER marketing - Abstract
This study aims to determine the factors that influence marketing strategy and marketing performance in SMEs of souvenir food. Entrepreneurial Orientation (EO), Marketing Orientation (MO), and Unique Resources (UR) are used as independent variables to drive Marketing Strategy (MS) and Marketing Performance (MP). Using a purposive technique, data was collected from 248 SMEs souvenir food, consisting of owners and managers. The research method employed is descriptive correlational, using Structural Equation Modeling (SEM) with the SmartPLS 4 program to analyze the data. The findings of the study reveal that EO, MO, and UR play a significant role in enhancing marketing strategies and improving the effectiveness and direction of marketing performance due to their interrelatedness. [ABSTRACT FROM AUTHOR]
- Published
- 2024
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