THE ROLE ENTREPRENEURIAL MARKETING ON BUSINESS PERFORMANCE IN CREATIVE ECONOMIC SMES: STUDY IN MALANG RAYA, INDONESIA

The paper sheds light on important role entrepreneurial marketing within SMEs context. While, it intends to prove the effects of entrepreneurial marketing and innovation performance on business performance, it also intends to explore moderating effect of entrepreneurial marketing on innovation performance and business performance relationship. Many scholars have mentioned the appropriateness of entrepreneurial marketing for SMEs. The paper would confirm this, especially for creative economic SMEs. Through analysis of innovation performance effect on business performance, the study would determine moderating role of entrepreneurial marketing. The research takes place in Indonesia, Malang Raya for exact, focusing on SMEs’ entrepreneurs as respondents. It applies PLS for data analysis, and focuses on SMEs’ entrepreneurs with 150 samples.