Enhancement of marketing performance through entrepreneurship marketing in food and beverages Small-Medium Enterprises (SME) in Semarang, Central Java

Abstract

This research aimed to see relationships between Entrepreneurial Marketing construct and Marketing Performance construct in Small-Medium Enterprises (SME) of food and beverages. Questionnaires were given to 150 owners of food and beverage SME to test the proposed construct. Testing data used the AMOS 22 program. Testing was run to analyze a relationship between the constructs and the proposed hypothesis. The results of the test proved that there was a positive relationship between the construct of entrepreneurship marketing and marketing performance. So it can be concluded that the implementation of entrepreneurial marketing theory will help a business in improving its marketing performance.