Influence of Entrepreneurial Marketing toward Innovation and Its Impact on Business Performance: A Survey on Small Industries of Wearing Apparel in West Java, Indonesia
International Journal of Economics, Commerce and Management, Vol. IV, Issue 8, Aug 2016
14 Pages Posted: 7 Sep 2016
Date Written: July 7, 2016
The purpose of this study is to examine the effect of entrepreneurial marketing to innovation and its impact on marketing performance and financial performance of wearing apparel small industries in West Java, Indonesia. Total sample was 200 small industries, survey method is used and data analysis technique used in this research was a variance-base partial least squares SEM (Structural Equation Modeling) technique with WarpPLS 5.0. The results suggest that entrepreneurial marketing have an effect on innovation, marketing performance and financial performance. Innovation has an influence to marketing performance and financial performance. Nevertheless, this research study of wearing apparel small industries in West Java, Indonesia, while the industry category varies, i.e knitwear; textile and leather. Future research is expected to take a more specific analysis unit by separating different categories, in order to obtain more specific research.
Keywords: Entrepreneurial Marketing, Financial Performance, Innovation, Marketing Performance, Wearing Apparel Small Industries
JEL Classification: L67, M31
Suggested Citation: Suggested Citation