Peran Dimensi-Dimensi Entrepreneurial Marketing dalam Mendorong Kesuksesan Bisnis UMKM di Industri Ekonomi Kreatif

This study aims to analyze the influence of entrepreneurial marketing dimensions, including proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, customer intensity, resource leveraging, and value creation of Small and Medium Enterprises (SMEs) business success in the creative economy industry. The study also examined the moderating role of company age on the entrepreneurial marketing dimension's influence on SME's business success. The study used survey methods by distributing questionnaires to 265 SME business owners in North Kalimantan. The sampling method uses nonprobability sampling with a convenience sampling technique. Data were analyzed using multiple linear regression analyses and moderated tests using the macro process of SPSS Hayes. The results of this study indicated that in the context of SMEs in the creative industry, customer intensity and value creation play a critical role in business success. Meanwhile, proactiveness, opportunity-focused, risk-taking orientation, innovation-oriented, and resource leveraging found no impact on SMEs' business success. The research also proves that the company's age moderated the impact of customer intensity on SME's success but does not moderate the influence of value creation to SME's business success.

Exploration on digital marketing as business strategy model among Malaysian entrepreneurs via neurocomputing

<span lang="EN-US">Artificial Intelligence is great when it comes to routine activities and vast amounts of data are analyzed. This can be done more quickly and efficiently than men. In the world of digital marketing, Artificial Intelligence is quickly coming into play. With Artificial Intelligence joining the digital marketing environment, predicting user behavior, search cycles, and much more will be easier. This can support websites that are highly user-friendly for organizations. Moreover, with the aid of Artificial Intelligence, content creation has become a faster and easier task for brands. Practically, a company's degree of enterprise marketing can have an effect on its overall business efficiency. Entrepreneurial marketing is driven by entrepreneurial opportunities which involves the proactive identification and exploitation of opportunities for acquiring and retaining profitable customers through Digital approaches to risk management, resource leveraging and value creation. This research was done by collecting data using semi structure questionnaire distributed to 169 start up owners in Klang Valley area. Using two-layer 6-3-1 with hyperbolic tangent-purelin configurations neural network model, it was found that proactiveness, risk taking, resource leveraging, opportunity focus, intensity and value add are the significant factors towards digital marketing respectively. It is expected that the findings would give some inputs to the Malaysian entrepreneurs on innovative digital marketing in their businesses, regardless the sizes.</span>

African and Chinese Counter-Colonial Fictional Narratives: A Comparative Study of the Retrieval of Indigenous Cultural Identities

The current research investigates the mechanism that how new ventures growth is affected through entrepreneurial business ties. The study introduces multiple mediators to the model to clearly establish the link between business ties and new ventures growth. To test the hypotheses, data were collected from 325 new ventures operating in Pakistan from 2015 to 2017. We found a positive and significant relationship between business ties and new ventures growth. We also found that resource leveraging, resource bundling and resource acquisition fully mediates the stated relationship. Based on our findings we concluded that new ventures give more attention to resource leveraging and resources bundling as well in order to perform well. Managerial and theoretical implications are also discussed.

ANALISIS ENTREPRENEURIAL MARKETING PADA KOPERASI AKAR WANGI USAR

Pemasaran konvensional tidak dapat diterapkan pada umkm, maka dengan adanya entrepreneurial marketing merupakan pemasaran yang sesuai dan sederhana. Garut merupakan penghasil minyak akar wangi terbesar di Indonesia. Penelitian ini dilakukan di Koperasi Akar Wangi “USAR” di Kabupaten Garut. Koperasi Akar Wangi “USAR” merupakan koperasi yang bergerak di bidang produksi akar wangi di Garut. Tujuan dilakukannya penelitian ini adalah untuk menganalis penerapan entrepreneurial marketing dengan menggunakan tujuh dimensi menurut Morris etal (2002) yaitu proactiveness, opportunity focus, customer intensity, innovation, risk taking, resource leveraging serta value creation pada Koperasi Akar Wangi Usar. Penelitian ini menggunakan metode penelitian kualitatif. Pengumpulan data dilakukan dengan cara wawancara dan dokumentasi. Hasil wawancara menunjukan bahwa Koperasi Akar Wangi Usar telah menerapkan 6 dimensi entrepreneurial marketing terkecuali dimensi risk taking.

The Impact of Entrepreneurial Marketing toward Work Perfromance at the Centre of Garut Specialty Food

The MSMEs is a sector that has a very large role in increasing the economic growth of the Indonesta state. Garut Regency of West Java utilizing the wealth and potential they have by making MSMEs as employment. One factor that has a very umportant role in the development of MSMEs is precisely the Dodol Industry itself is marketing but there are still many who use traditional marketing. This study aims to analyze the influence of Entrepreneurial Marketing on business performance at dodol centers in Garut Regency. This study aims to determine the effect of Opportunity Focus, Proactiveness, Customer Intensity, Innovation, Risk Taking, Resource Leveraging, and Value Creation on Business Performance. The population in this study were business actors in the dodol center of Garut Regency, which amounted to 156 business actors with a sample of 70 respondents. This study uses a non-probability sampling technique that is Purposive sampling. The data analysis technique in this study is descriptive with data analysis of Structural Equation Model-Partial Least Square by performing data processing using SMART-PLS 3.0. The results of this study are that Customer Intensity, Innovation, Risk Taking, Resource Leveraging, and Value Creation have a significant effect on Business Performance, while Opportunity Focus and Proactiveness have no significant effect on Business Performance. From the r-square results that the seven independent variables witch is Entrepreneurial Marketing simultaneously contribute influence of 60.1%, which has moderate value.

Entrepreneurial Business Ties and New Venture Growth: The Mediating Role of Resource Acquiring, Bundling and Leveraging

Adopting insights from a resource management perspective, this study investigates how entrepreneurs utilize their business ties to promote new venture growth. We propose a multiple mediator model in which different resource management processes (i.e., resource acquiring, resource bundling, and resource leveraging) act as critical mediating mechanisms. We undertook a two-stage survey design, and collected data during the period from 2013 to 2016. Drawing on a longitudinal sample of 229 new ventures in China, we tested the hypotheses through the optimal scaling regression (OSR) analysis. We find empirical support for the mediated effects of entrepreneurial business ties via resource bundling and resource leveraging to promote new venture growth. However, our results find the mediating effect of resource acquiring non-significant. These findings will deepen understanding of the role of entrepreneurial business ties in the new venture growth process and expand resource management perspective into the entrepreneurial field.