Entrepreneurial Marketing On Msmes Performance: The Role Of Competitive Advantage

Mohammad Irfandi Iqbal; Miftahul Jannah; Zainiyatul Afifah

doi:10.55227/ijhess.v5i3.2095

Authors

Mohammad Irfandi Iqbal Trunojoyo University, Madura
Miftahul Jannah Trunojoyo University, Madura
Zainiyatul Afifah Trunojoyo University, Madura

DOI:

https://doi.org/10.55227/ijhess.v5i3.2095

Keywords:

Entrepreneurial Marketing, Competitive Advantage, MSMEs Performance

Abstract

Micro, Small, and Medium Enterprises (MSMEs) make vital economic contributions yet remain vulnerable due to limited resources and rigid traditional marketing strategies. Entrepreneurial Marketing (EM) emerges as an innovative alternative to address these challenges. Consequently, this study analyzes the effect of EM on MSME performance in Bangkalan Regency, employing competitive advantage as a mediating variable to bridge existing empirical gaps. Using a quantitative approach, the research surveyed 150 MSME owners selected via purposive sampling, specifically those operating for at least three years. Data analysis using Structural Equation Modeling with Partial Least Squares (SEM-PLS) reveals that EM significantly enhances both competitive advantage and MSME performance. Furthermore, competitive advantage positively influences performance and mediates the relationship between EM and performance, although the mediation effect is relatively low. These findings emphasize the importance of implementing an adaptive approach, value-oriented marketing strategies to sustain business growth, suggesting that direct entrepreneurial actions are pivotal for MSMEs in developing regions

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