CREATING THE ENTREPRENEURIAL NETWORKING THROUGH THE BUSINESS SUPERIORITY AND ADAPTABILITY OF BUSINESS ENVIRONMENT TO IMPROVE THE MARKETING PERFORMANCE

Abstract

The study examined and analyzed empirically the influence of entrepreneurial networking, the business superiority and the business environment adaptability toward the marketing performance on micro, small and medium enterprises of convection in Central Java. Based on the research gap of the research results about the influence of entrepreneurial networking toward marketing performance; we got a proposition that business superiority was the ability of a business to give more values than competitors; such as developing the product quality, creating more varied products, providing better services, creating customer loyalty, and determining the competitive selling price with the cooperative spirit which was beneficial and useful. The business superiority potentially improved the marketing performance. The underlying theories of the study were the social capital theory, the competitive advantage theory, and the organizational and dynamic capability approach. The population of the study was the micro, small and medium enterprises of convection in Central Java. There were 180 respondents as the samples of the study. The respondents were the owners/ managers of convection enterprises; the samples were prioritized for enterprises which belonged to the characteristics of the cluster target program at the Office of Industry and Trade in Central Java. The data were analyzed by Structural Equation Model (SEM) with AMOS software version 18. The results of the study showed that generally entrepreneurial networking influenced the marketing performance through the business superiority and the adaptability of business environment. Then; it is suggested that entrepreneurial networking is necessary to be built and developed on the micro, small and medium enterprises of convection.