Strategi Entrepreneurial Marketing Dalam Memperkuat Daya Saing UMKM
Abstract
Pelaku UMKM memiliki peranan besar bagi perekonomian suatu Negara terutama dalam penyerapan tenaga kerja. Para pelaku UMKM memiliki ketahanan dalam menghadapi krisis yang terjadi pada tahun 1998 dan 2008. Pendekatan entrepreneurial marketing tepat diterapkan bagi pelaku UMKM dilihat dari kemampuan dan keterbatasan yang dimiliki oleh pelaku UMKM, pendekatan entrepreneuriall marketing yang mulanya diterapkan pada usaha kecil maupun bagi yang baru memulai usaha. Penelitian ini bertujuan untuk melihat peranan entrepreneurial marketing yang terdiri dari konsep, strategi, metode dan intelejensi pasar dalam mempengaruhi keunggulan bersaing pada pelaku UMKM. Data yang dikumpulkan sebanyak 323 responden yang merupakan pelaku UMKM kota Batam. Data dianalisis menggunakan metode Structural Equation Modeling Generalized Structural Component Analysis (SEM GeSCA). Pengolahan data dilakukan dengan menggunakan situs GeSCA. Hasil dari penelitian ini menunjukkan bahwa dimensi konsep, strategi, metode dan intelejensi pasar mampu menjelaskan konstruk entrepreneurial marketing. Entrepreneurial marketing berpengaruh positif dan signifikan terhadap keunggulan bersaing pelaku UMKM. Pelaku UMKM dapat menerapkan strategi entrepreneurial marketing guna membangun keunggulan bersaing dalam menghadapi Masyarakat Ekonomi ASEAN (MEA).
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DOI: https://doi.org/10.31294/jeco.v4i1.6797
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