Entrepreneurial Orientation and Marketing Performance: The Mediating Role of Energizing Professional Networks

Jurnal Manajemen Teknologi Pub Date : 2022-01-01 DOI:10.12695/jmt.2022.21.2.5

Sisno Riyoko, Widodo Widodo

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Abstract

Abstract. This article addresses the study controversy (research gap) of entrepreneurial orientation regarding marketing performance. The case study at hand, fashion SMEs, must present a distinct advantage due to intense competition. This advantage does not lie in how to create new products, but in how to build professional networks. Hence, the present article aims to develop a model for strengthening professional networks based on an entrepreneurial orientation to improve marketing performance. The population in this study comprises the leaders of fashion SMEs in Central Java, Indonesia. The sampling method employs a purposive 250 technique. The analysis technique uses SEM AMOS software. The results of the study show that proactiveness, risk-taking, and innovation have a significant and positive effect on professional network energy and marketing performance. In addition, the energy of professional networks mediates a strong relationship between proactiveness, risk-taking, and innovation in terms of marketing performance. Keywords: Proactiveness, risk-taking, innovativeness, energizing professional networks, marketing performance

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创业导向与营销绩效:激励职业网络的中介作用

摘要本文解决了创业导向与营销绩效的研究争议(研究缺口)。在激烈的竞争中，时尚中小企业必须呈现出明显的优势。这种优势不在于如何创造新产品，而在于如何建立专业网络。因此，本文旨在建立一个基于创业导向的专业网络强化模型，以提高营销绩效。本研究的人口包括印度尼西亚中爪哇时尚中小企业的领导者。抽样方法采用有目的的250技术。分析技术采用SEM AMOS软件。研究结果表明，主动性、冒险精神和创新精神对职业网络能量和营销绩效有显著的正向影响。此外，在营销绩效方面，专业网络的能量在主动性、冒险精神和创新之间具有很强的中介关系。关键词:主动性、冒险性、创新性、激活专业网络、营销绩效

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Jurnal Manajemen Teknologi

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审稿时长

14 weeks