The Challenge of SMEs Using the Entrepreneurial Marketing Dimension to Face Changes in the Business Environment

Abstract

Small food businesses in Kendari City have a strategic role in supporting regional economic growth, but business performance has an impact on the uncertainty of the rapidly changing business environment. Entrepreneurial Marketing (EM) is seen as an essential approach to improving business performance through proactive behavior, opportunity recognition, measurable risk-taking, innovation focus, customer intensity, resource utilization, and value creation. This study aims to analyze the influence of the Entrepreneurial Marketing dimension on Business Performance and how the role of the Environment in moderating the relationship between the Entrepreneurial Marketing Dimension and Business Performance in food small business actors in Kendari City. The Research Method uses a quantitative approach with a survey method. The data was collected using a questionnaire, then the data was analyzed using SmartPLS. The results of the study show that the Entrepreneurial Marketing Dimension has a significant effect on improving Business Performance. The role of the Environmental is proven to strengthen the relationship between Entrepreneurial Marketing and Business Performance and indicates that business actors who are in a dynamic business environment need entrepreneurial marketing skills to achieve superior performance, so business actors and the government work together to formulate strategies to increase the competitiveness of food small businesses in Kendari City

Keywords:Dimensions Entrepreneurial Marketing; Business Performance; Environmental; Small Food Business; Kendari City