The Effect of Entrepreneurial Marketing on Business Performance: Small Garment Industry in Bandung City, Indonesia
Developing Country Studies, Vol.5, No.1, 2015, ISSN 2224-607X (Paper) ISSN 2225-0565 (Online)
7 Pages Posted: 28 Aug 2016 Last revised: 14 Feb 2017
Date Written: January 31, 2015
This study aims to investigate the effect of entrepreneurial marketing dimensions, namely: proactiveness; calculated risk-taking; innovativeness; opportunity focus; resource leveraging; customer intensity; value creation and legitimacy, on business performance in garment small industry in Bandung City Indonesia. Ninety small industries are used as samples in this survey. Data analysis used in this study is multiple linear regression. This multiple regression analysis indicates that proactiveness, resources leveraging, value creation and customer intensity dimensions of entrepreneurial marketing has significant and positive effects on business performance.
Keywords: Entrepreneurial Marketing, Dimensions of Entrepreneurial Marketing, Business Performance, Multiple Regression
JEL Classification: L67, M31
Suggested Citation: Suggested Citation