KINERJA PEMASARAN MELALUI ENTREPRENEURIAL MARKETING: UMKM MAKANAN DAN MINUMAN
Keywords:
Kata Kunci: entrepreneurial marketing, kinerja pemasaran, UMKM
Abstract
UMKM berperan penting dalam perekonomian Indonesia, namun pandemi COVID-19 telah menyebabkan penurunan signifikan dalam penjualan dan pendapatan, terutama di sektor makanan dan minuman. Salah satu UMKM yang masih menghadapi tantangan dalam pemasarannya yaitu UMKM yang ada di Desa Telang Kabupaten Bangkalan Madura, meskipun jumlah UMKM terus bertambah, banyak juga diantaranya yang gagal mencapai pertumbuhan yang diharapkan. Penelitian ini bertujuan untuk menganalisis pengaruh penerapan entrepreneurial marketing terhadap kinerja pemasaran UMKM makanan dan minuman di Desa Telang Kabupaten Bangkalan. Penelitian ini menggunakan metode kuantitatif, dengan teknik pengambilan sampel menggunakan purposive sampling. Sampel dalam penelitian ini sebanyak 130 pemilik usaha. Teknik pengumpulan data dalam penelitian menggunakan kuesioner. Pengujian data menggunakan uji kualitas data, uji asumsi klasik, analisis regresi linear berganda dan uji hipotesis. Hasil penelitian ini menunjukkan bahwa dimensi customer intensity, innovativeness, proactiveness berpengaruh signifikan terhadap kinerja pemasaran UMKM, sedangkan dimensi resource leveraging, value creation, calculated risk taking dan opportunity focus tidak berpengaruh signifikan terhadap kinerja pemasaran. Dalam penelitian ini kita dapat menyimpulkan bahwa pemasaran kewirausahaan memiliki pengaruh dan dampak signifikan terhadap kinerja pemasaran UMKM makanan dan minuman di Desa Telang Bangkalan sebesar 45,4%.
References
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Kurniawati, D., Eldi Riansyah, P., Islam Riau, U., & Author, C. (2023). The Effect Of Entrepreneurial Marketing And Capital On The Success Of Msmes Business Pekanbaru City Pengaruh Entrepreneurial Marketing Dan Modal Terhadap Kesuksesan Bisnis Umkm Kota Pekanbaru. In Management Studies and Entrepreneurship Journal (Vol. 4, Issue 2). http://journal.yrpipku.com/index.php/msej
Laksamana, R., Indra, S., & Rusmita, S. (2022). Strategi UMKM Dalam Menghadapi Pasca Pandemi COVID-19. JAAKFE UNTAN (Jurnal Audit Dan Akuntansi Fakultas Ekonomi Universitas Tanjungpura), 11(2), 51. https://doi.org/10.26418/jaakfe.v11i2.59005
Lestari, R. B., & Widagdo, H. (2021). Entrepreneurial Marketing Dan Pengaruhnya Terhadap Kinerja UMKM Di Palembang. www.kemenkopukm.go.id,2019
Liliyan, A. (2020). Entrepreneurial Marketing dan Trust Terhadap Marketing Performance. Jurnal Manajemen Bisnis, 17(4), 531–574. http://journal.undiknas.ac.id/index.php/magister-manajemen/531
Manishimwe, T., Raimi, L., & Azubuike, C. J. (2022). Customer-centric influence of entrepreneurial marketing on business performance of hotels in Nigeria during the COVID-19 crisis. Journal of Revenue and Pricing Management, 21(6), 668–683. https://doi.org/10.1057/s41272-022-00383-w
Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives. Journal of Marketing Theory and Practice, 10(4), 1–19. https://doi.org/10.1080/10696679.2002.11501922
Mort, G. S., Weerawardena, J., & Liesch, P. (2012). Advancing entrepreneurial marketing: Evidence from born global firms. European Journal of Marketing, 46(3–4), 542–561. https://doi.org/10.1108/03090561211202602
Mubarok, D. A. A., Rahmi, P. P., & Sarah, S. (2023). Pemasaran Kewirausahaan Dan Kinerja Pemasaran Ukm Makanan Dan Minuman Di Jawa Barat. Jurnal Ilmiah Fakultas Ekonomi Universitas Flores, 13(1), 146–166. https://doi.org/10.37478/als.v13i1.2530
Octavini, N. A., Puspitasari, A. D., & Yana, N. (2023). Bagaimana Meningkatkan Kinerja Pemasaran Melalui Model Entrepreneurial Marketing Pada Ecopreneurship? Jurnal Ilmiah Manajemen Dan Bisnis, 24(2), 115–134. https://doi.org/10.30596/jimb.v24i2.16448
Priyanto, H., Najib, M., & Septiani, S. (2020). Faktor Adopsi E-Marketing dan Pengaruhnya Terhadap Kinerja Pemasaran UKM Kuliner Kota Bogor. JURNAL SISTEM INFORMASI BISNIS, 10(2), 235–244. https://doi.org/10.21456/vol10iss2pp235-244
Putri Mellinia, S., Tri Setyorini, C., & Budiarti, L. (2023). Strategi Pemulihan UMKM Kuliner Pasca Pandemi Covid-19. JURNAL MANEKSI, 12(4), 2023.
Sadiku-Dushi, N., Dana, L. P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 100, 86–99. https://doi.org/10.1016/j.jbusres.2019.03.025
Sari, D., Kusuma, B. A., Sihotang, J., & Febrianti, T. (2023). The role of entrepreneurial marketing & innovation capability in the performance of SMEs during covid-19 pandemic: Evidence of MSMEs in West Java. Cogent Business and Management, 10(1), 1–11. https://doi.org/10.1080/23311975.2023.2194091
Satrio, D., & Syaefira, adela. (2023). The Role of Entrepreneurial Marketing in Improving Marketing Performance in Batik Smes In Pekalongan Regency. ProBisnis : Jurnal Manajemen, 14(2), 154–164.
Setiyaningrum, A., Ramawati, Y., & Hidayat, H. (2022). Benefit: Jurnal Manajemen dan Bisnis Studi tentang Peran Entrepreneurial Marketing dalam Meningkatkan Business Performance UMKM di Masa Pandemi Covid-19. Benefit: Jurnal Manajemen Dan Bisnis, 7(1), 101–117.
Zahara, Z., Ikhsan, Santi, I. N., & Farid. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2204592
Aftab, M., Aziz Bin Abdullah, A., Ur Rehman, A., Sarwar, H., Bilal Majid, M., Nawal, A., University Sultan Zainul Abidin, S., Terengganu, K., & Sultan Zainul Abidin, U. (2021). Modeling Entrepreneurial Marketing, Social Media Marketing, Product Innovation and SME’s Performance. In PSYCHOLOGY AND EDUCATION (Vol. 58, Issue 5). www.psychologyandeducation.net
Albert, J., Mintawati, H., Sipayung, I., Pradesa, K., & Verianti, G. (2023). Strategi Peningkatan Daya Saing Produk Usaha Mikro Kecil Menengah (Umkm) Pasca Pandemi Covid-19 Di Sukabumi (Studi Literatur). In BUDGETING : Journal of Management, Accounting and Resources (Vol. 1, Issue 1).
Ariefiansyah, F., & Jannah, M. (2024). Social Media Marketing: a Systematic Literature Review. SKETSA BISNIS, 11(02), 319–335. https://doi.org/10.35891/jsb.v11i02.5534
Arifin, A., Basmalah, M. R., & Rizal, M. (2022). Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Celebrity Endorsment Terhadap Keputusan Pembelian (Studi Kasus Pada Jajanan Lumpur Arab Legenda Di Kota Malang). E – Jurnal Riset Manajemen, 12(02), 1889–1897.
Astuti, R. D., Afiff, A. Z., & Balqiah, T. E. (2018). SOCIAL SCIENCES & HUMANITIES Entrepreneurial Marketing and Marketing Strategies of SMEs on Marketing Performance: An Empirical Analysis of Fit. Pertanika J. Soc. Sci. & Hum, 26, 39–54.
Azizah, A., Mushowwiru, A., & Fitria, S. E. (2019). Pengaruh Entrepreneurial Marketing Terhadap Kinerja Umkm Sentra Kulit Garut Sukaregang (Vol. 2, Issue 1).
Chusumastuti, D., Zulfikri, A., & Rukmana, A. Y. (2023). Pengaruh Digital Marketing dan Kompetensi Wirausaha Terhadap Kinerja Pemasaran (Studi ada UMKM di Jawa Barat). In Jurnal Bisnis dan Manajemen West Science (Vol. 2, Issue 02).
Dhameria, V., Ghozali, I., Hidayat, A., & Aryanto, V. D. W. (2021). Networking capability, entrepreneurial marketing, competitive advantage, and marketing performance. Uncertain Supply Chain Management, 9(4), 941–948. https://doi.org/10.5267/j.uscm.2021.7.007
Elwisam, & Rahayu Lestari. (2019). Penerapan Strategi Pemasaran, Inovasi Produk Kreatif Dan Orientasi Pasar Untuk Meningkatkan Kinerja Pemasaran Umkm. Jurnal Riset Manajemen Dan Bisnis (JRMB), 4(2), 277–286.
Gardner, D. M. (1994). Marketing/entrepreneurship interface: A conceptualization. In Marketing and entrepreneurship: Research ideas and opportunities. G. E. Hill.
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS. 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis, Eighth Edition (8th ed.). Cengage Learning EMEA.
Hanaysha, J. R., & Al-Shaikh, M. E. (2022). An Examination of Entrepreneurial Marketing Dimensions and Firm Performance in Small and Medium Enterprises. Sustainability (Switzerland), 14(18). https://doi.org/10.3390/su141811444
Juliani, & Nuvriasari, A. (2024). The Role of Digital Marketing, Customer Orientation, and Entrepreneurial Orientation on the Marketing Performance of Muslim Fashion SMEs in Yogyakarta. Formosa Journal of Science and Technology (FJST), 3(6), 1009–1026. https://doi.org/10.55927/fjst.v3i6.9642
Kadin Indonesia. (2024). UMKM Indonesia. Kadin.Id. https://kadin.id/data-dan-statistik/umkm-indonesia/
Kahfia Abshariena, T., & Fitria, S. E. (2019). The Impact of Entrepreneurial Marketing toward Work Perfromance at the Centre of Garut Specialty Food. In Abshariena & Fitria | Telkom University (Vol. 2, Issue 1). https://doi.org/10.36624/jisora.v2i1.19
Kotler, P., & Kevin Lane Keller. (2016). Manajemen Pemasaran edisi 12 Jilid 1 (12th ed.). PT. Indeks.
Kurniawati, D., Eldi Riansyah, P., Islam Riau, U., & Author, C. (2023). The Effect Of Entrepreneurial Marketing And Capital On The Success Of Msmes Business Pekanbaru City Pengaruh Entrepreneurial Marketing Dan Modal Terhadap Kesuksesan Bisnis Umkm Kota Pekanbaru. In Management Studies and Entrepreneurship Journal (Vol. 4, Issue 2). http://journal.yrpipku.com/index.php/msej
Laksamana, R., Indra, S., & Rusmita, S. (2022). Strategi UMKM Dalam Menghadapi Pasca Pandemi COVID-19. JAAKFE UNTAN (Jurnal Audit Dan Akuntansi Fakultas Ekonomi Universitas Tanjungpura), 11(2), 51. https://doi.org/10.26418/jaakfe.v11i2.59005
Lestari, R. B., & Widagdo, H. (2021). Entrepreneurial Marketing Dan Pengaruhnya Terhadap Kinerja UMKM Di Palembang. www.kemenkopukm.go.id,2019
Liliyan, A. (2020). Entrepreneurial Marketing dan Trust Terhadap Marketing Performance. Jurnal Manajemen Bisnis, 17(4), 531–574. http://journal.undiknas.ac.id/index.php/magister-manajemen/531
Manishimwe, T., Raimi, L., & Azubuike, C. J. (2022). Customer-centric influence of entrepreneurial marketing on business performance of hotels in Nigeria during the COVID-19 crisis. Journal of Revenue and Pricing Management, 21(6), 668–683. https://doi.org/10.1057/s41272-022-00383-w
Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives. Journal of Marketing Theory and Practice, 10(4), 1–19. https://doi.org/10.1080/10696679.2002.11501922
Mort, G. S., Weerawardena, J., & Liesch, P. (2012). Advancing entrepreneurial marketing: Evidence from born global firms. European Journal of Marketing, 46(3–4), 542–561. https://doi.org/10.1108/03090561211202602
Mubarok, D. A. A., Rahmi, P. P., & Sarah, S. (2023). Pemasaran Kewirausahaan Dan Kinerja Pemasaran Ukm Makanan Dan Minuman Di Jawa Barat. Jurnal Ilmiah Fakultas Ekonomi Universitas Flores, 13(1), 146–166. https://doi.org/10.37478/als.v13i1.2530
Octavini, N. A., Puspitasari, A. D., & Yana, N. (2023). Bagaimana Meningkatkan Kinerja Pemasaran Melalui Model Entrepreneurial Marketing Pada Ecopreneurship? Jurnal Ilmiah Manajemen Dan Bisnis, 24(2), 115–134. https://doi.org/10.30596/jimb.v24i2.16448
Priyanto, H., Najib, M., & Septiani, S. (2020). Faktor Adopsi E-Marketing dan Pengaruhnya Terhadap Kinerja Pemasaran UKM Kuliner Kota Bogor. JURNAL SISTEM INFORMASI BISNIS, 10(2), 235–244. https://doi.org/10.21456/vol10iss2pp235-244
Putri Mellinia, S., Tri Setyorini, C., & Budiarti, L. (2023). Strategi Pemulihan UMKM Kuliner Pasca Pandemi Covid-19. JURNAL MANEKSI, 12(4), 2023.
Sadiku-Dushi, N., Dana, L. P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 100, 86–99. https://doi.org/10.1016/j.jbusres.2019.03.025
Sari, D., Kusuma, B. A., Sihotang, J., & Febrianti, T. (2023). The role of entrepreneurial marketing & innovation capability in the performance of SMEs during covid-19 pandemic: Evidence of MSMEs in West Java. Cogent Business and Management, 10(1), 1–11. https://doi.org/10.1080/23311975.2023.2194091
Satrio, D., & Syaefira, adela. (2023). The Role of Entrepreneurial Marketing in Improving Marketing Performance in Batik Smes In Pekalongan Regency. ProBisnis : Jurnal Manajemen, 14(2), 154–164.
Setiyaningrum, A., Ramawati, Y., & Hidayat, H. (2022). Benefit: Jurnal Manajemen dan Bisnis Studi tentang Peran Entrepreneurial Marketing dalam Meningkatkan Business Performance UMKM di Masa Pandemi Covid-19. Benefit: Jurnal Manajemen Dan Bisnis, 7(1), 101–117.
Zahara, Z., Ikhsan, Santi, I. N., & Farid. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2204592
Published
2024-11-19
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Articles
Copyright (c) 2024 Nia Aisyah, Miftahul Jannah
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