The Impact of Entrepreneurial Marketing and Business Development on Business Sustainability: Small and Household Footwear Industries in Indonesia

Ma'mun Sarma, Stevia Septiani, Farida Ratna Dewi, Edward H. Siregar

Abstract


Entrepreneurial marketing is a marketing approach that is more appropriate in terms of resource constraints and
problems that exist in small and medium enterprises (SMEs). Although the footwear industry is one of the
government-supported SMEs sector in Indonesia, the development of the industry is still relatively slow. Various
government policies have been implemented related to export and import settings, but it does not seem to
provide significant benefits to the national development of the footwear industry. The main purpose of this study
is to formulate a model of entrepreneurial marketing for business development and sustainability of small and
household footwear industries based on the analysis of structural equation modeling (SEM) with partial least
squares (PLS), entrepreneurial marketing shows positive influence on the development of the value of path
coefficient of 0.511 (alpha = 5%). In addition, the ability of entrepreneurial marketing also has a positive
influence on the value of business sustainability path coefficient of 0.430 (alpha = 5%). This positive influence
means that businesses with a higher ability of entrepreneurial marketing will have higher levels of business
development and sustainability. It can be concluded that entrepreneurial marketing plays an important role in
shaping business development and sustainability of small and household footwear industries.

Full Text: PDF DOI: 10.5539/ijms.v5n4p110

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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