The role of entrepreneurial marketing & innovation capability in the performance of SMEs during covid-19 pandemic: Evidence of MSMEs in West Java

Figures & data

Figure 1. Conceptual framework.

Table 1. Respondent profile (N = 290)

	N	%
Type of business
Agribusiness	9	31%
Fashion & Clothing	41	14%
General Industry/Production	6	2%
Service	25	9%
Health & Beauty Services	11	4%
Crafts & Crafts	20	7%
Food & Culinary	173	60%
etc	5	2%
Age of business
<3 years	130	45%
3–6 years	117	40%
7–10 years	20	7%
>10 years	23	8%
Employees
<5 people	259	89%
5–9 people	26	9%
>19 people	5	2%

Table 2. Validity and reliability score

Variable	Cronbach’s Alpha	Loading Factor	AVE	composite Reliability
Entrepreneurial Marketing (Morris et al., 2002)	0.920		0.714	0.937
Opportunity-driven		0.837
Proactiveness		0.891
Customer Intensity		0.850
Risk Taking		0.802
Resource Leveraging		0.873
Value Creation		0.815
Innovation Capability (Morris et al., 2002)	0.926		0.819	0.948
Product Innovation		0.866
Serve Innovation		0.923
Process Innovation		0.922
Business Model Innovation		0.909
Performance of MSMEs (Andersson et al., 2020; Saunila, 2016)	0.938		0.730	0.950
Profitability		0.860
Productivity		0.888
Domestic Market Share		0.868
Profit margin		0.885
Competitiveness of the MSMEs		0.758
Ability to maintain profit margin		0.844
Rate owners satisfaction with innovation level		0.871

Table 3. T test scores

	Original Sample (O)	Sample Mean (M)	Standard Deviation (STDEV)	T Statistics (|O/STDEV|)
Entrepreneurial Marketing -> Performance MSMEs	0.156	0.155	0.069	2.251
Innovation Capability -> Performance MSMEs	0.465	0.469	0.066	7.090

Figure 2. Research model.

Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial marketing: A construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice, 10(4), 1–19. https://doi.org/10.1080/10696679.2002.11501922

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Andersson, M., Moen, O., & Olaf, P. (2020). The organizational climate for psychological safety: Associations with SMEs ’ innovation capabilities and innovation performance. Journal of Engineering and Technology Management, 55(January 2017), 101554. https://doi.org/10.1016/j.jengtecman.2020.101554

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Saunila, M. (2016). Performance measurement approach for innovation capability in SMEs. International Journal of Productivity and Performance Management, 65(2), 162–176. https://doi.org/10.1108/IJPPM-08-2014-0123

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