Examining the Influence of Innovation, Market Orientation, and Entrepreneurial Orientation on Marketing Performance in the Batik Industry

David Andriyan · Muhammad Sholahuddin · Imronudin

4 citations0/0 files storedJournal of Business and Management Studies

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Entrepreneurship Studies and Influences Innovation and Knowledge Management SMEs Development and Digital Marketing

Abstract

Pilang Village in Sragen Regency is renowned for its unique batik centers, known for their distinctive flora and fauna ornaments. The local government actively supports artisans by promoting innovation and providing assistance in design, production, and marketing. However, entrepreneurs in the creative industry face challenges related to fostering innovation, strategic planning, and embracing risk-taking to enhance marketing performance. This study investigates the influence of innovation, market orientation, and entrepreneurial orientation on marketing performance in the batik industry, focusing on batik craftsmen from Pilang Village. A sample of 53 respondents is selected using saturated or census sampling techniques, and data analysis is conducted through Structural Equation Modeling (SEM) using the SmartPLS 3.0 application. The findings demonstrate that innovation, market orientation, and entrepreneurial orientation significantly impact marketing performance. Consistent product innovation, addressing customer needs, and following trends are crucial. Furthermore, emphasizing product marketing variations and modernizing production processes play a vital role. An entrepreneurial mindset that embraces risk-taking and proactiveness effectively boosts sales and marketing success. This study offers valuable insights into the batik industry's marketing dynamics, emphasizing the importance of customer-centricity, innovation, and entrepreneurial mindset to thrive in a competitive market.

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2018Effect of market orientation, network capability and entrepreneurial orientation on international performance of small and medium enterprises (SMEs)2019The effects of market orientation and innovation on competitive advantage and business performance of textile SMEs 2020The impact of green entrepreneurial orientation, market orientation and green supply chain management practices on sustainable firm performance 2020Entrepreneurial orientation and generic competitive strategies for emerging SMEs: Financial and nonfinancial performance perspective 2016Pengaruh Orientasi Pasar, Inovasi, Dan Kreativitas Strategi Pemasaran Terhadap Kinerja Pemasaran Pada UKM Kerajinan Rotan Di Desa Teluk Wetan, Welahan, Jepara 2023The Effect of Market Orientation, Entrepreneurial Orientation, Innovation and Competitive Advantage on Business Performance of Indonesian MSMEs 2018Pengaruh Orientasi Kewirausahaan, Orientasi Pasar, Dan Inovasi Produk Terhadap Kinerja Pemasaran (Studi Pada Industri Tahu Di Sentra Industri Tahu Kota Banjar)2019ANALISIS PENGARUH INOVASI PRODUK, ORIENTASI PASAR, KEUNGGULAN BERSAING TERHADAP KINERJA PEMASARAN DI SENTRA INDUSTRI MEBEL DESA SEMBUNGAN

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