The Effect of Entrepreneurial Marketing on Business Performance: Small Garment Industry in Bandung City, Indonesia

Developing Country Studies, Vol.5, No.1, 2015, ISSN 2224-607X (Paper) ISSN 2225-0565 (Online)

7 Pages Posted: 28 Aug 2016 Last revised: 14 Feb 2017

Date Written: January 31, 2015

Abstract

This study aims to investigate the effect of entrepreneurial marketing dimensions, namely: proactiveness; calculated risk-taking; innovativeness; opportunity focus; resource leveraging; customer intensity; value creation and legitimacy, on business performance in garment small industry in Bandung City Indonesia. Ninety small industries are used as samples in this survey. Data analysis used in this study is multiple linear regression. This multiple regression analysis indicates that proactiveness, resources leveraging, value creation and customer intensity dimensions of entrepreneurial marketing has significant and positive effects on business performance.

Keywords: Entrepreneurial Marketing, Dimensions of Entrepreneurial Marketing, Business Performance, Multiple Regression

JEL Classification: L67, M31

Suggested Citation

Hamali, Sambudi, The Effect of Entrepreneurial Marketing on Business Performance: Small Garment Industry in Bandung City, Indonesia (January 31, 2015). Developing Country Studies, Vol.5, No.1, 2015, ISSN 2224-607X (Paper) ISSN 2225-0565 (Online), Available at SSRN: https://ssrn.com/abstract=2712940

Sambudi Hamali (Contact Author)

Universitas Bina Nusantara ( email )

Jl. K.H. Syahdan No.9
Palmerah/Kemanggisan
Jakarta, DKI Jakarta 11480
Indonesia
2153696919 (Phone)
2153696919 (Fax)

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