EFFECT OF ENTREPRENEURIAL MARKETING AND CUSTOMER RELATIONSHIP MARKETING ON SME COMPETITIVENESS

This research aims to (a) explain the effects of entrepreneurial marketing (EM) on SME’s competitiveness; (b) the effects of customer relationship marketing (CRM) on SME’s competitiveness; (c) the effects of entrepreneurial marketing (EM) on the SME’s product innovation; (d) the effects of CRM on the SME’s Product Innovation; (e) the effects of product innovation on SME’s Competitiveness; and (f) the effects of EM on competitiveness mediated by the SME’s product innovation. The analysis techniques used descriptive and quantitative. The descriptive analysis uses is to answer the research problems by explaining and illustrating systematically and logically on the data obtained and the problems studies. The quantitative analysis uses the Partial Least Square Path Modeling (PLS-PM). The research results are that (a) EM can be concluded as a construct having no direct effects on the competitiveness; (b) CRM has effects on the competitiveness; (c) the CRM has significant effects on the product innovation; (d) The Product innovation has effects on the competitiveness; (e) The product innovation as a full mediation between EM and competitiveness. By using the product innovation as a mediation construct, so the EM construct has effects on the competitiveness; (f) there is empirical fact stating that the product innovation is as CRM moderating and the product innovation is as full moderation of EM in building product competitiveness.