Factors Affecting the Performance Marketing of Indonesian Farms Business in Entrepreneur Orientation
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Apr 30, 2024
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Abstract
Therefore, businesses person in the livestock sector, must be able to adapt to changes that exist with the application of social media in marketing the products they sell. This study aims to determine the effect of entrepreneurial competence, market orientation, and social media marketing on the marketing performance of livestock businesses. The population of this research is livestock business actors in East Java. The number of samples used was 300 livestock business actors taken randomly using a simple random sampling technique. The data that has been collected is then entered into the AMOS 24 software using the Structural Equation Modeling (SEM) analysis method to be used later to test the measurement model and the research hypothesis. The results of this study indicate that only entrepreneur competency affects marketing performance, while market orientation and social media marketing do not affect marketing performance in the livestock business.
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References
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Nabiswa, F., & Mukwa, J. S. (2017). Impact of credit financing on human resource development among micro and small enterprises: A case study of Kimilili Sub County, Kenya. Asian Journal of Management Sciences and Economics, 4(1), 43-53.
Novitasari, H., & Faristiana, A. R. (2022). Accompaniment in managing tofu waste into nuggets as an efforts to increase income. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 6(1), 31-55.
Nurhayati, S., & Ardianingsih, A. (2021). Analisis digitalisasi pemasaran berbasis sosial media untuk meningkatkan daya saing Usaha Kecil Menengah (UKM) di Pekalongan. Jurnal Ekonomi Dan Bisnis, 24(1), 66-74.
Pranowo, A. S., Sutrisno, J., Sulastiono, P., & Siregar, Z. M. E. (2020). The Entrepreneurial Competency, Innovation Capability, and Business Success: The Case of Footwear Industry in Indonesia. Calitatea, 21(178), 20-25.
Riswanto, A., Rasto, R., Hendrayati, H., Saparudin, M., Abidin, A., & Eka, A. (2020). The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country. Management Science Letters, 10(9), 1947-1952.
Sasongko, D., Putri, I. R., Alfiani, V. N., Qiranti, S. D., Sari, R. S., & Allafa, P. E. (2020). Digital Marketing Sebagai Strategi Pemasaran UMKM Makaroni Bajak Laut Kabupaten Temanggung. Jurnal Ilmiah Pangabdhi, 6(2), 92-96.
Saura, J. R., Palacios-Marqués, D., & Ribeiro-Soriano, D. (2021). Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of Small Business Management, 1-36.
Setianingtyas, A., & Nurlaili, E. I. (2020). Analisis social media marketing dan tampilan produk dalam meningkatkan penjualan produk Pamos Shop Mojokerto. Jurnal Manajemen Bisnis, 17(2), 207-223.
Soewarno, N., & Ramadhan, A. H. A. (2020). The effect of ownership structure and intellectual capital on firm value with firm performance as an intervening variable. International Journal of Innovation, Creativity and Change, 10(12), 215-236.
Wahyuni, N. M., & Sara, I. M. (2020). The effect of entrepreneurial orientation variables on business performance in the SME industry context. Journal of Workplace Learning.
Al Mamun, A., Fazal, S. A., & Muniady, R. (2019). Entrepreneurial knowledge, skills, competencies, and performance: A study of micro-enterprises in Kelantan, Malaysia. Asia Pacific Journal of Innovation and Entrepreneurship, 13(1), 29-48.
Alraja, M. N., Khan, S. F., Khashab, B., & Aldaas, R. (2020). Does Facebook commerce enhance SMEs performance? A structural equation analysis of Omani SMEs. Sage Open, 10(1), 2158244019900186.
Aulia, M. R. (2020). Pengaruh Kompetensi Kewirausahaan Terhadap Kinerja Usaha Kedai Kopi Skala Mikro dan Kecil di Kota Medan. Jurnal Manajemen Bisnis Krisnadwipayana, 8(3), 100-113.
Ayimey, E. (2021). Market orientation, management competence, management commitment and marketing performance nexus: A study of the hotel industry of Ghana. Open Universiteit
Chatterjee, S., & Kar, A. K. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 102103.
Costanza, R., Cumberland, J. H., Daly, H., Goodland, R., Norgaard, R. B., Kubiszewski, I., & Franco, C. (2014). An introduction to ecological economics. CRC Press.
Dewi, R., Azis, M., Rauf, A., Sahabuddin, R., & Karim, A. (2022). Empowering Communities on the Feasibility of Local Chicken Livestock Business in South Sulawesi Province, Indonesia. Specialusis Ugdymas, 1(43), 11034-11045.
Elwisam, E., & Lestari, R. (2019). Penerapan strategi pemasaran, inovasi produk kreatif dan orientasi pasar untuk meningkatkan kinerja pemasaran UMKM. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(2), 277-286.
Ferreras-Méndez, J. L., Newell, S., Fernández-Mesa, A., & Alegre, J. (2015). Depth and breadth of external knowledge search and performance: The mediating role of absorptive capacity. Industrial Marketing Management, 47, 86-97.
Forza, C., & Filippini, R. (2019). TQM impact on quality conformance and customer satisfaction: a causal model. International journal of production economics, 55(1), 1-20.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2017). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
Hutahayan, B., & Yufra, S. (2019). Innovation speed and competitiveness of food small and medium-sized enterprises (SME) in Malang, Indonesia: Creative destruction as the mediation. Journal of Science and Technology Policy Management.
Ikramuddin, I., Matriadi, F., Iis, E. Y., & Mariyudi, M. (2021). Marketing Performance Development: Application Of The Concept Of Digital Marketing And Market Orientation Strategy In The Msme Sector. International Journal of Educational Review, Law And Social Sciences (IJERLAS), 1(2), 181-190.
Ilhamy, L., & Pratiwi, S. (2018). Strategi Pemberdayaan UMKM Sektor Peternakan Ayam Organik (StudiPadaKoperasi Hidayah Sumatera Utara). HUMAN FALAH: Jurnal Studi Ekonomi dan Bisnis Islam.
Khamaludin, K., Syam, S., Rismaningsih, F., Lusiani, L., Arlianti, L., Herlani, A., Fahlevi, M., Rahmadi, R., Windyasari, V & Widiyatun, F. (2022). The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance. International Journal of Data and Network Science, 6(1), 9-16.
Khan, R. U., Salamzadeh, Y., Shah, S. Z. A., & Hussain, M. (2021). Factors affecting women entrepreneurs’ success: a study of small-and medium-sized enterprises in emerging market of Pakistan. Journal of innovation and entrepreneurship, 10, 1-21.
Lestari, S. D., Leon, F. M., Widyastuti, S., Brabo, N. A., & Putra, A. H. P. K. (2020). Antecedents and consequences of innovation and business strategy on performance and competitive advantage of SMEs. The Journal of Asian Finance, Economics and Business, 7(6), 365-378.
Maduwinarti, A., & Andayani, S. (2021). The impact of the Covid-19 virus on the development of micro, small and small enterprises (MSEs) partners of LPPM Untag Surabaya. Enrichment: Journal of Management, 11(2), 240-247.
Mardikaningsih, R., Azizah, E. I., Putri, N. N., Alfan, M. N., & Rudiansyah, M. M. D. H. (2022). Business Survival: Competence of Micro, Small and Medium Enterprises. Journal of Social Science Studies (JOS3), 2(1), 1-4.
Nabiswa, F., & Mukwa, J. S. (2017). Impact of credit financing on human resource development among micro and small enterprises: A case study of Kimilili Sub County, Kenya. Asian Journal of Management Sciences and Economics, 4(1), 43-53.
Novitasari, H., & Faristiana, A. R. (2022). Accompaniment in managing tofu waste into nuggets as an efforts to increase income. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 6(1), 31-55.
Nurhayati, S., & Ardianingsih, A. (2021). Analisis digitalisasi pemasaran berbasis sosial media untuk meningkatkan daya saing Usaha Kecil Menengah (UKM) di Pekalongan. Jurnal Ekonomi Dan Bisnis, 24(1), 66-74.
Pranowo, A. S., Sutrisno, J., Sulastiono, P., & Siregar, Z. M. E. (2020). The Entrepreneurial Competency, Innovation Capability, and Business Success: The Case of Footwear Industry in Indonesia. Calitatea, 21(178), 20-25.
Riswanto, A., Rasto, R., Hendrayati, H., Saparudin, M., Abidin, A., & Eka, A. (2020). The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country. Management Science Letters, 10(9), 1947-1952.
Sasongko, D., Putri, I. R., Alfiani, V. N., Qiranti, S. D., Sari, R. S., & Allafa, P. E. (2020). Digital Marketing Sebagai Strategi Pemasaran UMKM Makaroni Bajak Laut Kabupaten Temanggung. Jurnal Ilmiah Pangabdhi, 6(2), 92-96.
Saura, J. R., Palacios-Marqués, D., & Ribeiro-Soriano, D. (2021). Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of Small Business Management, 1-36.
Setianingtyas, A., & Nurlaili, E. I. (2020). Analisis social media marketing dan tampilan produk dalam meningkatkan penjualan produk Pamos Shop Mojokerto. Jurnal Manajemen Bisnis, 17(2), 207-223.
Soewarno, N., & Ramadhan, A. H. A. (2020). The effect of ownership structure and intellectual capital on firm value with firm performance as an intervening variable. International Journal of Innovation, Creativity and Change, 10(12), 215-236.
Wahyuni, N. M., & Sara, I. M. (2020). The effect of entrepreneurial orientation variables on business performance in the SME industry context. Journal of Workplace Learning.