Market and Resource-Based Marketing Strategy for Micro-Enterprises

Abstract

MSMEs are a key industrial sector in Indonesia in driving national economic growth. However, in some cases, micro-entrepreneurs are often unable to optimize the potential of market attractiveness and their unique resources to leverage their business performance. Therefore, it is necessary to examine and analyze the ability of microentrepreneurs to utilize their markets and resources in creating and implementing marketing strategies. A quantitative associative research method was employed to assess those and the relationship between exogenous and endogenous variables among micro-entrepreneurs who received subsidized bank credit as part of the government incentive program from the Bank of BRI, also known as KUR, in the DKI Jakarta region. The sampling technique employed was a proportional-clustered-random sampling method, with a sample size of 400 respondents. Data were collected through observation, literature review, interviews, and cross-sectional questionnaires, which were analyzed using SEM. The results showed a significant influence of market attractiveness and resources on marketing strategies, both partially and simultaneously. Competition intensity and human resources play a dominant role in formulating marketing strategies. The findings of this study are valuable for assessing the effectiveness of subsidized bank credit absorption in improving the business performance of micro-enterprises.