Mediating Functions Of Exploitative Innovation And Marketing Capability In Intensifying Marketing Performance Based On Entrepreneurial Market Orientation

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Ratih Amelia , Armanu , Ananda Sabil Hussein , Risna Wijayanti


The objective of this study was to determine the impact of entrepreneurial market orientation, exploitative innovation, and marketing capabilities on the marketing performance of small and medium-sized enterprises (SMEs) in brackish water fish farming in Sumatra. This research employs a quantitative method of investigation. Micro, Small, and Medium-Sized Enterprises in the cultivation of brackish water shrimp in milkfish ponds in Cirebon Regency will be the subject of this study. This study employed a method of sampling known as purposive sampling. One hundred fifty-one milkfish pond cultivators met the criteria for this study's shrimp farming companies. This research collects data using questionnaires and a review of the relevant literature. This study's research instrument was a questionnaire with five Likert scales given to respondents. The findings of this study indicate that entrepreneurial market orientation is effective in utilizing innovation following future market needs and using marketing capabilities to achieve market positioning. Exploitative innovation has been demonstrated to motivate entrepreneurs to enhance their marketing performance. Marketing expertise has also proven to be an effective motivator for business owners to enhance their marketing performance. It has been demonstrated that entrepreneurial market orientation improves marketing performance. To enhance marketing performance, entrepreneurial market orientation is practical when mediated by exploitative innovation.

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