Entrepreneurial Orientation and Market Orientation on Business Growth through Entrepreneurial Marketing Capability in Micro Enterprises

Hesti Ristanto; Heri Usodo; Ihda Nor Rohmah

doi:10.61132/jukerdi.v2i5.1547

Authors

Hesti Ristanto Institut Teknologi dan Bisnis Semarang
Heri Usodo Institut Teknologi dan Bisnis Semarang
Ihda Nor Rohmah Institut Teknologi dan Bisnis Semarang

DOI:

https://doi.org/10.61132/jukerdi.v2i5.1547

Keywords:

Business Growth, Entrepreneurial Marketing Capability, Entrepreneurial Orientation, Market Orientation, Micro Enterprises

Abstract

Micro enterprises play an important role in economic development but often face resource, market access, and marketing capability constraints that limit their growth. This study examines the effects of Entrepreneurial Orientation (EO) and Market Orientation (MO) on Business Growth (BG) through Entrepreneurial Marketing Capability (EMC) in micro enterprises. A quantitative explanatory research approach was employed with 150 micro-enterprise owners or primary managers selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that EO and MO have positive and significant effects on EMC and business growth. EMC also has a positive and significant effect on business growth and partially mediates the relationships between EO and business growth and between MO and business growth. These findings demonstrate that entrepreneurial behavior and market responsiveness become more effective in supporting growth when translated into flexible and opportunity-driven marketing capabilities. The study implies that micro enterprises should integrate innovation, proactiveness, market knowledge, and adaptive marketing practices to strengthen competitiveness and achieve sustainable business growth.

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