Entrepreneurial Marketing and Its Relationship on Business Competitiveness in Footwear and Agro Industries of Small and Medium Industries

Micro, small and medium enterprises (MSMEs) are the engines of the largest economy in the world, including in Indonesia. Nowadays, various research and studies have been carried out by researchers regarding the application of entrepreneurial marketing among MSME actors. Entrepreneurial marketing is believed to be one of the approaches that can help to solve MSME problems in order to increase the growth and development and competitiveness of MSMEs in facing various competitions in the domestic and foreign markets. This concept is a mix between entrepreneurship and marketing. There are four main differences between conventional marketing and entrepreneurial marketing, namely concepts, strategies, methods, and marketing intelligence. The concept of entrepreneurial marketing focuses more on innovation orientation, bottom up strategies, interactive marketing methods, and informal information gathering. The application of marketing to MSME actors in the national industrial center, namely the Bogor area as the center of the footwear industry, Bandung Regency as the center for the fruit and milk processing industries, and Pekalongan Regency as the center for the fish industry shows that the overall entrepreneurial marketing ability is quite good, but it still needs increased because business actors still experience various classic problems. The implementation of entrepreneurial marketing in these four industrial centers shows a direct and positive influence on business development. Thus, if there is an increase in the application of entrepreneurial marketing among business actors through optimization of the four principles of entrepreneurial marketing, it will make MSMEs have more developed businesses than today, at least up from the current MSME category. In the fruit, milk, and fish industry actors also show that the ability of entrepreneurial marketing has a direct and positive influence on the ability of competitiveness in products and companies in the midst of existing market competition, both from competitors in the same industry today, newcomers in the industry. The same, suppliers, and consumers.