Implementation of entrepreneurial marketing in improving sustainability performance of SME in pandemic age: case study on start up in Medan


  • Dany Perdana Sitompul Universitas Sumatera Utara, Medan, Indonesia
  • Siti Alhamra Salqaura Universitas Sumatera Utara, Medan, Indonesia
  • Endang Sulistya Rini Universitas Sumatera Utara, Medan, Indonesia
  • Beby Karina Fawzeea Sembiring Universitas Sumatera Utara, Medan, Indonesia


business, entrepreneurial marketing, entrepreneurship, marketing, small and mid-size enterprise


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.


Download data is not yet available.


Alkhoraif, A., Rashid, H., & McLaughlin, P. (2019). Lean implementation in small and medium enterprises: Literature review. Operations Research Perspectives, 6, 100089.

Amjad, T., Rani, S. H. B. A., & Sa'atar, S. B. (2020). Entrepreneurship development and pedagogical gaps in entrepreneurial marketing education. The International Journal of Management Education, 18(2), 100379.

Becherer, R. C., Helms, M. M., & McDonald, J. P. (2012). The effect of entrepreneurial marketing on outcome goals in SMEs. New England Journal of Entrepreneurship.

Bendixen, M., Bukasa, K. A., & Abratt, R. (2004). Brand equity in the business-to-business market. Industrial marketing management, 33(5), 371-380.

Choi, J. K., Thangamani, D., & Kissock, K. (2019). A systematic methodology for improving resource efficiency in small and medium-sized enterprises. Resources, Conservation and Recycling, 147, 19-27.

Cooper, A. C., Woo, C. Y., & Dunkelberg, W. C. (1989). Entrepreneurship and the initial size of firms. Journal of Business Venturing, 4(5), 317-332.

Crick, J. M., Crick, D., & Chaudhry, S. (2020). Entrepreneurial marketing decision-making in rapidly internationalising and de-internationalising start-up firms. Journal of Business Research, 113, 158-167.

Fiore, A. M., Niehm, L. S., Hurst, J. L., Son, J., & Sadachar, A. (2013). Entrepreneurial marketing: Scale validation with small, independently-owned businesses. Journal of Marketing Development and Competitiveness, 7(4), 63.

Ghozali, I. (2013). Multivariate Analysis Application With IBM SPSS 21 Update PLS Regression Program. Semarang: Diponegoro University Publishing Agency. Information Technology , 2 (2).

Hallb├Ąck, J., & Gabrielsson, P. (2013). Entrepreneurial marketing strategies during the growth of international new ventures originating in small and open economies. International Business Review, 22(6), 1008-1020.

Hills, G. E., & Hultman, C. (2013). Entrepreneurial marketing: Conceptual and empirical research opportunities. Entrepreneurship Research Journal, 3(4), 437-448.

Hills, G. E., & Hultman, C. M. (2011). Academic roots: The past and present of entrepreneurial marketing. Journal of Small Business & Entrepreneurship, 24(1), 1-10.

Hussain, N., Rigoni, U., & Orij, R. P. (2018). Corporate governance and sustainability performance: Analysis of triple bottom line performance. Journal of Business Ethics, 149(2), 411-432.

Keeble, J. J., Topiol, S., & Berkeley, S. (2003). Using indicators to measure sustainability performance at a corporate and project level. Journal of Business Ethics, 44(2), 149-158.

Morris, M. H., & Lewis, P. S. (2010). Implications for marketing.

Morrish, S. C. (2011). Entrepreneurial marketing: a strategy for the twenty?first century?. Journal of Research in Marketing and Entrepreneurship.

Sadiku-Dushi, N., Dana, L. P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 100, 86-99.

Shafer, S. M., Smith, H. J., & Linder, J. C. (2005). The power of business models. Business horizons, 48(3), 199-207.

Shaw, E. (2004). Social Enterpriser and Entrepreneurial Marketing: Myth or Reality. Qualitative Market Research: An International Journal, 7(3), 194-205.

Starnes, L. A. (2021). Implementation of Motivational Strategies in the Manufacturing Industry (Doctoral dissertation, Walden University).

Stasch, S. F. (2002). Screening For Successful Low?Budget Marketing Strategies For New Ventures. Journal of Research in Marketing and Entrepreneurship.

Stokes, D. (2000). Putting entrepreneurship into marketing: the processes of entrepreneurial marketing. Journal of research in marketing and entrepreneurship.

Tripathy, M. (2018). Building quality teamwork to achieve excellence in business organizations. International research journal of management, IT and social sciences, 5(3), 1-7.

Whalen, P., Uslay, C., Pascal, V. J., Omura, G., McAuley, A., Kasouf, C. J., ... & Deacon, J. (2016). Anatomy of competitive advantage: towards a contingency theory of entrepreneurial marketing. Journal of Strategic Marketing, 24(1), 5-19.

Yang, M., & Gabrielsson, P. (2017). Entrepreneurial marketing of international high-tech business-to-business new ventures: A decision-making process perspective. Industrial Marketing Management, 64, 147-160.



How to Cite

Sitompul, D. P., Salqaura, S. A., Rini, E. S., & Sembiring, B. K. F. (2021). Implementation of entrepreneurial marketing in improving sustainability performance of SME in pandemic age: case study on start up in Medan. International Journal of Business, Economics & Management, 4(2), 301-309.