MENINGKATKAN INOVASI MELALUI ENTREPRENEURIAL MARKETING DAN DAMPAK PADA KINERJA PEMASARAN UKM-UKM GARMENT DI JAWA BARAT

Abstract

The purpose of this paper is to examine the concept of entrepreneurial marketing and innovation, and to propose a conceptual model of increasing innovation through entrepreneurial marketing and the impact on marketing performance of garment SMEs in West Java.
The approach of this paper is a dimensional approach, conducting an assessment of the dimensions of the variables contained in entrepreneurial marketing and innovation. A conceptual model of the entrepreneurial marketing created increasing innovations, and the impact on marketing performance.
Academic implications of this paper in exploring the concept of entrepreneurial marketing increasing innovation and its impact on marketing performance of garment SMEs in West Java. The practical implication will give some ideas and practical suggestions in the decision to implement its entrepreneurial marketing and innovation.
Original contribution of this paper is the establishment of a conceptual model of the dimensions of entrepreneurial marketing can increase innovation, and the types of innovations that can be applicable in increasing marketing performance of garment SMEs in West Java.