Increasing Marketing Performance Based On Entrepreneurial Market Orientation With Mediation Role Of Exploitative Innovation And Marketing Capabilities (Study On Sme Brackishwater Fish Cultivation In Sumatera)

Abstract

The purpose of this study was to determine the increase in marketing performance based on entrepreneurial market orientation with the mediating role of exploitative innovation and marketing capabilities carried out in brackishwater fish farming SMEs in Sumatra. The research approach used in this research is quantitative. This research includes basic research (pure research). The research will be carried out in Small and Medium Enterprises in the cultivation of brackish water shrimp in shrimp ponds on the island of Sumatra. The sampling technique in this study used purposive sampling. All shrimp farming businesses that have the criteria for this research are 151 ponds. Data collection techniques in this study were using a questionnaire and literature study. The research instrument used in this study was a questionnaire given to respondents using 5 Likert scales. The results of this study are Entrepreneurial market orientation is proven to be effective in exploiting innovation according to future market needs, Entrepreneurial market orientation is proven to be effective in exploiting marketing capabilities to achieve market positioning. Exploitative Innovation is proven to be effective in motivating entrepreneurs to improve marketing performance. Marketing Capabilities are also proven to be effective in motivating entrepreneurs to improve marketing performance. Entrepreneurial market orientation is proven to be effective in improving marketing performance. Entrepreneurial market orientation is proven to be effective when mediated by exploitative innovativeness to improve marketing performance.