Effect of Entrepreneur Personality on Small Industries Marketing Performance in Denpasar. Is Marketing Digitalization Important?

Small industries tend to be more difficult to achieve marketing performance, constrained by limited resources when compared to large businesses, especially in the conditions of the Covid-19. These constraints seem to still be relatively difficult to find a way out and result in low marketing performance including small industries in Denpasar. The purpose of the study is: explaining the influence of entrepreneurial personality on marketing performance and explaining the role of digitalization of marketing as a moderation of the influence of entrepreneurial personality on the marketing performance of small industries in Denpasar. The subject of the study was a small industry in Denpasar, represented by the owner / manager as a source. The sample size was set at 150 respondents. Analysis techniques use Moderated Regression Analysis (MRA). The results found that entrepreneurial personality has a significant influence on marketing performance, and digitalization of marketing act as a quasi moderation of the influence of entrepreneurial personality on the marketing performance. Small industries should be more active in exploring paid online media because it has a wider reach, such as existing market places or utilizing government-provided facilities, be careful about setting production targets and set targets for special forces on marketing performance. 

Keywords: entrepreneur personality, marketing digitalization, marketing performance.