The Effect of Entrepreneurial Orientation and Social Media Adoption on Marketing Performance of Culinary Start-up Business

Abstract

The purpose of this study is to find out what factors and what marketing strategies that affect Marketing Performance of culinary start-up business so that this culinary start-up business can survive since Covid-19 pandemic that has not ended until the new normal era now.This study uses explanatory research type with quantitative research method by distributing questionnaires through Google form to 260 sustainable and successful culinary start-up business entrepreneurs in Surabaya, East Java since Covid-19 pandemic March 2020 until unpredictable situation new normal era.Sampling is done by using non-probability with purposive sampling technique and five points Likert scale approach.The survey data is processed by Structural Equation Modeling (SEM) that is converted into SPSS version 22 and smartPLS 3. The results of this study indicate that marketing strategies to increase Marketing Performance of culinary start-up business are Entrepreneurial Orientation and Social Media Adoption directly can increase Marketing Performance of culinary start-up business.Marketing Performance of culinary start-up business is managerial perception towards capability of culinary start-up business entrepreneurs by paying attention the impact of Covid-19 pandemic in doing culinary production process through innovation that is one of Entrepreneurial Orientation's characteristics by doing experiment for creation of new culinary products to achieve business profit.Social Media Adoption has great positive effect on Marketing Performance, because Social Media Adoption is really effective to facilitate the entrepreneurs in communication with the consumers and can facilitate the entrepreneurs to reach the customers, to increase sale, income, market share, visibility, business reputation, and result feedback that is more beneficial about product and service.Whereas the role of Value Proposition Uniqueness as mediation does not affect the relation of Entrepreneurial Orientation and Marketing Performance of culinary start-up business.The role of Impulsive Buying Behaviour as mediation also does not affect the relation between Social Media Adoption and Marketing Performance of culinary start-up business.The role of Health Risk as moderation precisely weakens the relation of Entrepreneurial Orientation and Marketing Performance of culinary start-up business.The practical implication of this study is that culinary start-up business entrepreneurs are more concerned about product quality so that can increase the number of product demand of consumers that results great profit for entrepreneurs.Although service has been appropriate with Health Risk that is one of the consumers' expectation during Covid-19 pandemic that has not ended yet, great profit target of business profit that leads to Marketing Performance has not been achieved, therefore model is needed to synthesize Marketing Performance and Business Performance to be culinary start-up business Marketing Performance variable.The result of this research is in line and strengthens Service Dominant Logic (SD Logic), Resource Based View (RBV), and Resource Advantage Theory (R-A) Theory, that is, Marketing Performance of culinary start-up business that can

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