Implementation of entrepreneurial marketing in improving sustainability performance of SME in pandemic age: case study on start up in Medan
Keywords:
business, entrepreneurial marketing, entrepreneurship, marketing, small and mid-size enterpriseAbstract
The COVID-19 pandemic has changed all processes in every part of human life, including the industrial sector. The biggest impact was felt mainly in the economic and trade sectors. It is known that more than 60% of Indonesia's Gross Domestic Product (GDP) is supported by the Micro, Small, and Medium Enterprises (MSME) sector. The problem occurs when the adaptability of SME actors in changing the concept with entrepreneurial marketing. Entrepreneurship is the process of creating value by bringing together a unique package of resources to take advantage of opportunities. The process requires an entrepreneurial event and entrepreneurial agents. An event is a new idea or venture while an agent is a person or group which means carrying out the business and being responsible for the results (Morris & Lewis, 2010). Based on the results of this study, it is known that entrepreneurial marketing has a positive but not significant effect on sustainability performance. Based on factor analysis, it is known that there are 5 factors formed, Pro-Active and Innovative, Business Performance, Competence Respectively, Complacent, dan Anxiety. The possibility of implementing entrepreneurial marketing in SMEs in Medan is still common.
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