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October 1, 2025International Journal Of Science Technology & ManagementOpen Access

The Role of Marketing Skills for Local Products and Entrepreneurial Innovation in SME Performance

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Authors

YKYunita Putri KencanaEMErlina Puspitaloka Mahadewi

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Overview

Quantitative analysis reveals purchase decisions and marketing strategies significantly improve MSME performance.

Key Points

  • Purchase decisions have a dominant influence on MSME performance, while innovation capability negatively affects it.
  • Data from 100 MSME respondents in Jabodetabek was analyzed using Partial Least Squares and multiple linear regression.
  • Entrepreneurial marketing and purchase decisions positively impact MSME success, emphasizing effective marketing strategies.
  • The study highlights the need for alignment between innovation efforts and market demands to enhance business performance.

Cite This Study

Kencana et al. (2025) studied this question.

synapsesocial.com/papers/68dd91d5fe798ba2fc4990cehttps://doi.org/10.46729/ijstm.v6i5.1355
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The performance level of MSMEs stimulated by an entrepreneurial mindset, networking capability, and digital marketing innovation2025
  2. 2The Role of Entrepreneurial Leadership and Competence in Enhancing MSME Performance: A Case Study in Jember Regency2025
  3. 3The Influence of Financial Literacy and Entrepreneurial Orientation on the Performance of MSMEs in Indonesia with Business Innovation as a Mediating Variable2025
  4. 4The Influence of Technological and Marketing Capabilities on MSME Performance with Organizational Learning as a Mediating Variable2025
  5. 5The Influence of Corporate Entrepreneurship on MSME Business Performance: The mediating role of Entrepreneurial Collaborative Capability2025