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All Journal Jurnal Riset Bisnis dan Manajemen
Dhidik Apriyanto
Universitas Tanjungpura Pontianak, Indonesia
Economics, Econometrics & Finance

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Orientasi Kewirausahaan, Inovasi Produk, dan Pemasaran Digital: Kunci Sukses bagi UMKM di Sektor Makanan dan Minuman di Kota Singkawang Pardi Pardi; Dhidik Apriyanto
Jurnal Riset Bisnis dan Manajemen Vol. 19 No. 2 (2026): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v19i2.41471

Abstract

Singkawang City, a major tourism destination in West Kalimantan, has experienced economic growth supported by food and beverage MSMEs. However, many businesses still struggle with limited entrepreneurial skills, low product innovation, and ineffective digital marketing, reducing their competitiveness. This study examines the effects of entrepreneurial orientation and product innovation on marketing performance, with digital marketing as a mediating variable. A quantitative approach was applied using purposive sampling of 100 food and beverage MSME owners in Singkawang City. Data were analyzed using PLS-SEM with SmartPLS 4.0. The results show that entrepreneurial orientation and product innovation positively and significantly influence both digital marketing and marketing performance. Digital marketing also partially mediates the relationships between entrepreneurial orientation, product innovation, and marketing performance. These findings suggest that strengthening entrepreneurial capabilities, encouraging continuous product innovation, and improving digital marketing practices can enhance marketing performance, competitiveness, and the long-term sustainability of MSMEs in tourism-based local economies.
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