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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Syah, Fito Firman
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Decision Sciences, Operations Research & Management

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The Influence Of Entrepreneurial Orientation, Product Innovation, And Digital Marketing On Marketing Performance Syah, Fito Firman; Puspaningrum, Astrid
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk. 2025.04.4.18

Abstract

Purpose – This study aims to identify the effects of entrepreneurial orientation, product innovation, and digital marketing on the marketing performance of micro F&B enterprises in Malang City.     Design/methodology/approach –  This research employs a quantitative explanatory design. The sample consists of 200 F&B business owners selected using probability sampling with a simple random sampling technique. Respondents are micro enterprise owners who have operated their businesses for more than four years and have applied digital marketing strategies. Data were analyzed using multiple linear regression.   Findings – The results show that entrepreneurial orientation, product innovation, and digital marketing each have significant positive effects on marketing performance among micro F&B enterprises.   Originality/value – This study highlights the combined role of entrepreneurial behavior, innovation, and digital marketing in improving marketing performance in Indonesia’s micro F&B sector, particularly in emerging local business contexts.
Co-Authors Astrid Puspaningrum