The market turbulence, entrepreneurial marketing and marketing performance: An empirical study of tuna fillets SME's industry in Southeast Sulawesi, Indonesia
DOI:
https://doi.org/10.15549/jeecar.v9i6.970Keywords:
Market turbulence, entrepreneurial marketing, marketing performance, Tuna fillets SMEs industriesAbstract
This study examines market turbulence's role in moderating the relationship between entrepreneurial marketing and marketing performance in tuna fillets SME industries in Southeast Sulawesi, Indonesia. The research was conducted in two cities in Southeast Sulawesi Province, Indonesia - Kendari City and Baubau City. The population of this research is all of the managers or owners of the fillets tuna industry in both cities, which amount to 118 industries, 73 tuna fillet SMEs industry in Kendari City, and 45 in Baubau City. Data were collected based on census technique from 118 industries that became respondents. Respondents are the managers or owners of the tuna fillet industry. Next, the data were analyzed using Partial Least Square (PLS) analysis to test the research hypothesis. The study found that entrepreneurial marketing practices applied by managers or owners of the tuna fillets SME's industries in Southeast Sulawesi could improve marketing performance. The study results also indicate that the dimensions of entrepreneurial marketing partially affect marketing performance. Market turbulence has a positive moderating role in the relationship between entrepreneurial marketing and marketing performance.
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