Putri Cyintia Anggraeni, Meutia Meutia, Hayati Nupus

Improving Marketing Performance Through the Role of Business Networks as Mediating Variables in MSMEs Bakery Products

Introduction

Improving marketing performance through the role of business networks as mediating variables in msmes bakery products. Explore how proactive & risk-taking orientations impact marketing performance in Serang City's MSME bakery products, analyzing business networks as mediators.

Abstract

Purpose - This study aims to examine the effect of proactive orientation and risk-taking orientation on marketing performance and the role of business network as a mediating variable in Micro MSMEs of bakery products in Serang City. Methodology– This study used quantitative methods, instrument testing using SPSS-26, inferential testing, and hypothesis testing using SEM-PLS. The population in this study was 1,075, and the sample used in this study was selected using purposive sampling, resulting in 98 samples that met the criteria. Findings – It was found that proactive orientation and risk-taking orientation have positive significant to marketing performance and business network, business network has positive insignificant effect on marketing performance and business network does not mediate the relationship between proactive orientation to marketing performance, and business network does not mediate the relationship between risk-taking orientation to marketing performance. Novelty –  The novelty in this research is the involvement of business network as mediators in MSMEs in the food sector, especially dry bakeries in Serang City.

Review

This study investigates critical factors influencing marketing performance within Micro, Small, and Medium Enterprises (MSMEs) in the bakery sector of Serang City, Indonesia. Focusing on proactive orientation and risk-taking orientation, the research also explores the mediating role of business networks, a relationship of significant interest for MSMEs striving for growth and competitiveness. The quantitative methodology, employing SEM-PLS with a sample of 98 bakery MSMEs, provides a structured approach to examining these complex interdependencies, offering valuable insights into entrepreneurship and strategic management within a specific regional context. The findings reveal that both proactive orientation and risk-taking orientation positively and significantly influence marketing performance, as well as the formation of business networks. However, a pivotal finding is that the business network itself does not have a significant direct effect on marketing performance and, consequently, does not mediate the relationship between either proactive or risk-taking orientation and marketing performance. While the authors claim novelty in involving business networks as mediators within this specific food sector in Serang City, the non-mediation outcome itself presents a significant, albeit unexpected, contribution, challenging preconceived notions about the direct impact of networks in this context. From a critical perspective, the study provides a robust quantitative analysis, and the use of SEM-PLS is appropriate for testing the hypothesized relationships. However, the relatively small sample size of 98 for a population of 1,075, selected via purposive sampling, might limit the generalizability of the findings beyond the specific context. The most intriguing aspect is the non-mediation result; future research should delve deeper into why business networks, despite being influenced by entrepreneurial orientations, fail to directly impact or mediate marketing performance in these specific MSMEs. This could involve exploring alternative mediating mechanisms, examining the quality versus quantity of network ties, or considering other contextual factors that might modulate the influence of business networks.

Full Text

Comments

You need to be logged in to post a comment.