PERAN ENTRERPRENEURIAL BRICOLAGE TERHADAP ENTRERPRENEURIAL MARKETING DALAM MENINGKATKAN KINERJA PEMASARAN PADA INDUSTRI KERAJINAN KULIT DI KABUPATEN MAGETAN
Keywords:
Entrepreneurial Marketing, Marketing Performance, Entrepreneurial Bricolage, Smes
Abstract
Penelitian ini bertujuan untuk menguji pengaruh Entrepreneurial Marketing terhadap Kinerja Pemasaran melalui Entrepreneurial Bricolage pada Industri Kulit di Kabupaten Magetan. Data diperoleh melalui survey terhadap 250 responden yang diambil dari seluruh populasi meliputi penyamak kulit, pengrajin kulit, pemasok kulit, dan penjual produk kulit yang ada di Kabupaten Magetan, Jawa Timur. Analisis data pada penelitian ini menggunakan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa Entrepreneurial Marketing memiliki pengaruh positif dan signifikan terhadap Kinerja Pemasaran, baik secara langsung maupun melalui Entrepreneurial Bricolage sebagai variabel mediasi. Temuan ini menekankan pentingnya kreativitas dalam pemanfaatan sumber daya yang terbatas melalui praktik Bricolage, yang memungkinkan pelaku usaha kecil untuk lebih adaptif dan inovatif dalam menghadapi keterbatasan sumber daya. Temuan ini relevan dalam mendukung kinerja pemasaran produk kerajinan kulit di tengah tantangan industri yang kompetitif di Kabupaten Magetan.
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Yeni, A., Chairunisa, Y., & Qamariah, I. (2019). Entrepreneurial Marketing and Competitive Advantage: Its Impact on Business Performance in SMEs. Journal of Entrepreneurship and Business Management, 13(3), 45–60.
Yu, S., & Wang, Y. (2017). How Entrepreneurial Bricolage fosters business resilience. Journal of Business Venturing.Yawised, K., & Apasrawirote, D. (2022). Exploring Determinants Influencing Digital Marketing Innovative Capability in SMEs. Journal of Applied Economics and Management Strategy, 9(2), 121–140.
Anuraga, S., Rifai, M., & Juliandi, A. (2017). Structural Equation Modeling with Partial Least Square (PLS). Journal of Business and Management Research, 9(1), 25–34.
Baker, T., & Nelson, R. E. (2005). Creating Something from Nothing: Resource Construction through Entrepreneurial Bricolage. Administrative Science Quarterly, 50(3), 329–366. https://doi.org/10.2189/ASQU.2005.50.3.329
Best, R. J. . (2009). Market-based management : strategies for growing customer value and profitability. Prentice Hall.
Bjerke, Björn., & Hultman, Claes. (2002). Entrepreneurial Marketing : the growth of small firms in the new economic era. Edward Elgar.
Bojica, A. M., Fuentes, M. del M., & Gómez-Gras, J. M. (2011). Radical and incremental entrepreneurial orientation: The effect of knowledge acquisition. Journal of Management & Organization, 17(3), 326–343.
Ferdinand, A. (2002). Strategi Pemasaran dan Manajemen Pemasaran. Salemba Empat.
Firdiansjah, A., Patalo, R. G., Hidayatullah, S., & Waris, A. (2019). Entrepreneurial Marketing and Its Effect on Marketing Performance through Competitive Advantage as Mediator. Journal of Entrepreneurial Marketing, 7(2), 113–125.
Francioni, B., Curina, I., Hegner, S. M., & Cioppi, M. (2021). Brand addiction: brand characteristics and psychological outcomes. Journal of Consumer Marketing, 38(2), 125–136. https://doi.org/10.1108/JCM-02-2020-3678
Frista, G. (2022). Analisis Brand Resonance Pada Produk Iphone di Solo Raya.
Ghozali, I. (2014). Structural Equation Modeling Metode Alternatif dengan Partial Least Squares (PLS). In ICB Research Reports (Issue 9). Universitas Dipenegoro Semarang.
Gilmore, A. (2011). Entrepreneurial and SME marketing. Journal of Research in Marketing and Entrepreneurship, 13(2), 137–145. https://doi.org/10.1108/14715201111176426/FULL/XML
Gunawan, A. (2016). Penggunaan Local Branding Dan Foreign Branding Pada Nama Produk. Skripsi, 59.
Hidayatullah, S., Firdiansjah, A., Patalo, R. G., & Waris, A. (2019). Entrepreneurial Marketing And Competitive Advantage On Marketing Performance. Journal of Marketing and Business Research, 12(4), 203–218.
Hills, G. E., & Hultman, C. M. (2011). Entrepreneurial Marketing: Conceptual Exploration and Links to Performance. Journal of Small Business and Enterprise Development, 18(3), 493–516.
Hoque, M. A., Rahman, A., & Hossain, M. T. (2019). Entrepreneurial Marketing: The Antecedents and Consequences for Small Enterprises. Journal of Marketing and Consumer Research, 15, 12–19.
Keller, K. L. (2016). Brand Management and Brand Equity. Pearson Education.
Kilenthong, P., Hills, G. E., & Hultman, C. M. (2015). Entrepreneurial Marketing: A Cross-Cultural Comparison of Small Business Entrepreneurs. Entrepreneurship Theory and Practice, 39(3), 403–432.
Leni, P., & Mulya, J. (2019). The Effect of Brand Resonance Towards Brand Loyalty of Smartphone Users in Indonesia: The Mediating Roles of Brand Satisfaction and Brand. In International Journal of Innovation, Creativity and Change. 5(6). www.ijicc.net
Ma, Y., & Yang, S. (2021). Entrepreneurial orientation and Bricolage: A synergy for competitive performance. Strategic Entrepreneurship Journal.
Mardiah, A. (2013). Pengaruh Brand Characteristic dan Company Characteristic terhadap Brand Loyalti pada Pelanggan Tas Sophie Martin di Kota Pekanbaru. Jurnal Ilmu Komputer Dan Bisnis, 4(1), 665–686. https://doi.org/10.47927/jikb.v4i1.5
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
Morrish, S. C. (2011). Entrepreneurial Marketing: A strategy for the twenty-first century? Journal of Research in Marketing and Entrepreneurship, 13(2), 110–119. https://doi.org/10.1108/14715201111176390
Nico, M., Qamariah, I., Chairunisa, Y., & Fadli, M. (2017). Entrepreneurial Marketing and Its Influence on Competitive Advantage. Journal of Business Management, 5(1), 28–35.
Nor-Aishah, H., Ahmad, N. H., & Thurasamy, R. (2020). Entrepreneurial Leadership and Sustainable Performance of Manufacturing SMEs in Malaysia: The Contingent Role of Entrepreneurial Bricolage. Sustainability 2020, Vol. 12, Page 3100, 12(8), 3100. https://doi.org/10.3390/SU12083100
Rashad, N. M. (2018). Opportunity Focused Entrepreneurship and Its Impact on Organizational Performance. Journal of Entrepreneurship Development, 201–214.
Sabil, A. H. (2015). Reliability Test Using Cronbach's Alpha: A Practical Application. Journal of Business Research Methods, 11(1), 5–15.
Sarma, B. D., Hoque, M. A., & Rahman, A. (2013). The Role of Small Business in Marketing and Entrepreneurship. Journal of Marketing Research, 7(3), 68-81.
Stokes, D. (2000). Entrepreneurial Marketing: A conceptualisation from qualitative research. Qualitative Market Research: An International Journal, 3(1), 47–54. https://doi.org/10.1108/13522750010310497
Sugiyono. (2015). Metode Penelitian dan Pengembangan Pendekatan Kualitatif, Kuantitatif, dan R&D. Alfabeta
Yang, M. (2018). Global Strategic Entrepreneurial Marketing in MNCs. International Journal of Marketing, 32(5), 153–167.
Yeni, A., Chairunisa, Y., & Qamariah, I. (2019). Entrepreneurial Marketing and Competitive Advantage: Its Impact on Business Performance in SMEs. Journal of Entrepreneurship and Business Management, 13(3), 45–60.
Yu, S., & Wang, Y. (2017). How Entrepreneurial Bricolage fosters business resilience. Journal of Business Venturing.Yawised, K., & Apasrawirote, D. (2022). Exploring Determinants Influencing Digital Marketing Innovative Capability in SMEs. Journal of Applied Economics and Management Strategy, 9(2), 121–140.
Published
2024-11-18
Section
Articles
Copyright (c) 2024 Muhammad Handika Atmajati, Liana Mangifera
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
