Kapabilitas Orientasi Kewirausahaan dalam Meningkatkan Kinerja Pemasaran melalui Inovasi Produk Inovatif

Abstract

This study, research on entrepreneurial orientation behavior in improving marketing performance. The population in this study is Small and medium-sized enterprises (SMEs) that run businesses in the Pontianak region.  The research problem is how small and medium-sized enterprises (SMEs) owners and managers can improve marketing performance. The results of the study explain that entrepreneurial orientation does not directly affect marketing performance, but indirectly, entrepreneurial orientation through innovative product innovation influences marketing performance.