The Moderating Effect of Market Sensing Capability on relationship between Entrepreneurial Marketing and Marketing Performance (Study on SMEs food and beverage in West Java) Dadan Abdul Aziz Mubarok (a*), Ratih Hurriyati (b), Disman (b), Lili Adi Wibowo(b)
a) Student of Doctoral Programme
Universitas Pendidikan Indonesia
Jalan Setiabudi Bandung
*dadan.aziz.mubarok[at]student.upi.edu
b) Sekolah Pasca Sarjana,
Universitas Pendidikan Indonesia
Abstract
Background
Marketing performance in SMEs describe the success of SMEs in implementing marketing strategies and programs. This condition is provide the role of entrepreneurial marketing as guidance of market inside out perspective for SMEs managers in taking advantage of unknown opportunities become more profitable. Several studies have described that SMEs often encounter difficulties in marketing, this is caused of SMEs difficult to conduct market sensing capability for utilization of market opportunities that affect to marketing implementation for obtained profits.
Research Objectives
To determine the effect of market sensing capabilities as moderation to entrepreneurial marketing and marketing performance.
Survey conducted on 50 SMEs food and beverage sector with a simple random sampling technique. Data analysis using linear regression
Finding
Entrepreneurial marketing as a marketing activities guidance in SMEs affect toward marketing performance by market sensing capabilities as moderator variable. This is due to the SMEs manager in running their business activities are influenced by the ability to absorb the dynamics of changes in the marketing environment into a profitable opportunity.
