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
Vol 24, No 2 (2025): September

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.