Assessing the Impact of Entrepreneurial Marketing on Culinary SMEs’ Performance in Sorong City

DOI

10.2991/978-94-6463-400-6_60How to use a DOI?

Keywords

Entrepreneurial marketing; culinary SMEs; Sorong City; business performance; proactiveness; opportunity focus; considered risk-taking; innovation; resource leverage

Abstract

This research aims to assess the impact of entrepreneurial marketing on the performance of Culinary Small and Medium Enterprises (SMEs) in Sorong City, West Papua Province, Indonesia. Focusing on proactiveness, opportunity focus, considered risk-taking, innovation, and resource leverage as dimensions of entrepreneurial marketing, the study involves 347 owners of culinary SMEs. Multiple linear regression analysis results indicate that all these dimensions have a significant influence on business performance, with the effective and relative contributions of each dimension providing in-depth insights into their impact on business performance predictions. With an R Square of 64.7%, this research suggests that the model can explain a substantial portion of the variation in business performance, offering valuable understanding for business owners and stakeholders to optimize the development strategies for culinary SMEs in Sorong City. In the context of these findings, it can be concluded that culinary SMEs in Sorong City can enhance their performance by paying attention to the identified key factors of entrepreneurial marketing. Concrete recommendations to address challenges, such as changing consumer behavior and increasing competition, are expected to help create an environment that supports the growth of culinary SMEs. Through the implementation of entrepreneurial marketing concepts, it is anticipated that culinary SMEs can realize their full potential, provide a positive impact on the local economy, and stimulate overall growth in the SME sector in Sorong City.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yurlina Christiana
PY  - 2024
DA  - 2024/05/22
TI  - Assessing the Impact of Entrepreneurial Marketing on Culinary SMEs’ Performance in Sorong City
BT  - Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)
PB  - Atlantis Press
SP  - 803
EP  - 815
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-400-6_60
DO  - 10.2991/978-94-6463-400-6_60
ID  - Christiana2024
ER  -