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All Journal JURNAL SAINS PEMASARAN INDONESIA
Pudjonarko, Cahyamas Arif Satria
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THE EFFECT OF ENTREPRENEURIAL ORIENTATION, PARTNERSHIP, AND BRAND EQUITY ON BUSINESS PERFORMANCE IN MSMES IN SEMARANG CITY Pudjonarko, Cahyamas Arif Satria; Perdana, Mirwan Surya
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 24, No 2 (2025): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v24i2.88-99

Abstract

This study aims to analyze the influence of Entrepreneurial Orientation (EO), Partnership, and Brand Equity on Business Performance in MSMEs in Semarang City. The method used is quantitative with a SmartPLS approach. The results show that EO has a significant effect on Partnership, Partnership has a significant effect on Brand Equity and Business Performance, and Brand Equity also has a significant effect on Business Performance. This study emphasizes the importance of synergy among variables in improving the business performance of SMEs.  
Co-Authors Perdana, Mirwan Surya