The Effect Of Entrepreneurial Orientation On Marketing Performance Of Street Food MSMEs In Pontianak City With Product Innovation as a Mediation

Abstract

This study investigates the impact of entrepreneurial orientation on the marketing performance of Street Food MSMEs with product innovation as an intermediary. This study uses a quantitative method with an associative approach. Data were collected from 140 street food MSMEs from a population of 245 businesses selected using a purposive sampling technique, with the criteria of having been operating for at least three years and having a fixed/semi-fixed location. Data analysis used Structural Equation Modeling (SEM) with AMOS software. The results showed that entrepreneurial orientation had a significant positive effect on product innovation (0.531; p<0.05), product innovation had a significant positive effect on marketing performance (0.433; p<0.05), and entrepreneurial orientation had a direct effect on marketing performance (0.342; p<0.05). The Sobel test confirmed the partial mediation of product innovation (Z=3.056; p<0.001). The findings indicate that entrepreneurial orientation affects marketing outcomes in two ways: directly and indirectly through product innovation. This study provides practical significance for MSMEs in combining entrepreneurial orientation with product innovation to improve marketing outcomes.