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All Journal JOURNAL OF ECONOMICS EDUCATION AND ENTREPRENEURSHIP
Fauzan, M Faliq
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Determining factors of SMEs marketing performance in Bandung City: Quantitative Approach Veronika, Katharina; Munajat, Bambang Teguh; Purnama, Lany Rizki; Fauzan, M Faliq
Journal of Economics Education and Entrepreneurship Vol 5, No 3 (2024): JEE, DECEMBER 2024
Publisher : Program Studi Pendidikan Ekonomi FKIP Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jee.v5i3.12417

Abstract

This study aims to determine the interaction model between entrepreneurial orientation, product innovation, and competitive advantage on the marketing performance of fashion SMEs in Bandung City. The method used was simple random sampling with the main subjects being 100 owners or managers of fashion SMEs in Bandung City. Data were collected through questionnaires and analyzed using path analysis techniques with the help of SPSS software. The results showed that product innovation has a significant influence on the marketing performance of SMEs, while entrepreneurial orientation and competitive advantage did not show a significant influence. The findings emphasize the importance of product innovation in improving the marketing performance of SMEs in Bandung and indicate the need for further exploration of other factors to gain a more comprehensive understanding.
Co-Authors Munajat, Bambang Teguh Purnama, Lany Rizki Veronika, Katharina