Pengaruh Entrepreneurial Marketing dan Kebijakan Pemerintah terhadap Daya Saing Kripik Tempe Sanan di Kota Malang

Abstract

This study aims to identify the influence of Entrepreneurial Marketing and
Government Policy on Competitiveness. Data analysis was carried out in quantitative descriptive
using the concept of Entrepreneurial Marketing, while the second year, the research would be
conducted using SEM-based WarPLS and SWOT to find out the relationship between important
factors in developing the MSME market. The results of this study show that Tempe Sanan
Industrial Entrepreneurs have made 7 approaches in Entrepreneurial Marketing, namely:
Proactiveness, focused Opportunity, Calculated risk taking, Innovativeness, Consumer Intensity,
Value creation. Seven dimensions in Entrepreneur Marketing are intended to see continuity
between important factors that need to be considered to produce optimal marketing.variables
Entrepreneurial marketing have a positive contribution to competitiveness while the government
policy variable is not significant. Based on the weight diagram and rating of each element of the
SWOT matrix, it can be seen that the position of the Sanan Tempe Chips Industry is in quadrant
II. Despite facing various threats, the company still has internal strength. The strategy that must
be applied in this condition is to use force to take advantage of long-term opportunities. Product
diversification strategies can overcome the problem of developing MSME Tempe Sanan Chips in
order to be able to compete in gaining market share of processed products in MEA 2025.