The Effect of Entrepreneurial Marketing on Business Performance : Small Garment Industry in Bandung City, Indonesia

Abstract

This study aims to investigate the effect of entrepreneurial marketing dimensions, namely: proactiveness; calculated risk-taking; innovativeness; opportunity focus; resource leveraging; customer intensity; value creation and legitimacy, on business performance in garment small industry in Bandung City Indonesia. Ninety small industries are used as samples in  this survey. Data analysis used in this study is multiple linear regression. This multiple regression analysis indicates that proactiveness, resources leveraging, value creation and customer intensity dimensions of entrepreneurial marketing has significant and positive effects on business performance.

Keywords: Entrepreneurial Marketing, Dimensions of Entrepreneurial Marketing, Business Performance, Multiple Regression.