THE EFFECT OF ENTREPRENEURIAL ORIENTATION AND MARKETING CAPABILITIES TOWARD SMALL SCALE INDONESIAN FOOD ENTERPRISES’ PERFORMANCE IN SURABAYA

Palit, Herri Christian and Kristanti, Monika and Aysia, Debora Anne Yang and WIJAYA, HANA STEFANI (2016) THE EFFECT OF ENTREPRENEURIAL ORIENTATION AND MARKETING CAPABILITIES TOWARD SMALL SCALE INDONESIAN FOOD ENTERPRISES’ PERFORMANCE IN SURABAYA. Qualitative and Quantitative Research Review, 1 (2). pp. 176-190. ISSN 2462-1978

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Abstract

This study focuses on improving performance of small scale Indonesian food enterprises from the perspective of entrepreneurial orientation and marketing capability. Performance of small scale Indonesian food enterprises is measured based on the Balanced Scorecard perspective. The total sample is 50 owners of small scale Indonesian food enterprises, scattered throughout the regions of Surabaya. Data processing methods that used in this study were factor analysis and structural analysis with GeSCA. The result shows that marketing capability acts as a perfect mediator between entrepreneurial orientation and performance of small scale Indonesian food enterprises in Surabaya.

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