JURNAL SAINS PEMASARAN INDONESIA
Volume 24.
No.
September 2025, halaman 88-99 THE EFFECT OF ENTREPRENEURIAL ORIENTATION.
PARTNERSHIP,
AND BRAND EQUITY ON BUSINESS PERFORMANCE IN MSMES IN
SEMARANG CITY
Cahyamas Arif Satria Pudjonarko1 Magister Management.
Universitas Diponegoro Semarang cahyamasarif@gmail.
Mirwan Surya Perdana2 Magister Management.
Universitas Diponegoro Semarang Abstract: This study aims to analyze the influence of Entrepreneurial Orientation (EO).
Partnership, and Brand Equity on Business Performance in MSMEs in Semarang City.
The method used is quantitative with a SmartPLS approach.
The results show that EO has a significant effect on Partnership.
Partnership has a significant effect on Brand Equity and Business Performance, and Brand Equity also has a significant effect on Business Performance.
This study emphasizes the importance of synergy among variables in improving the business performance of SMEs.
Keywords: Entrepreneurial Orientation.
Partnership.
Brand Equity.
Business Performance.
SMEs.
INTRODUCTION
Micro.
Medium job creation.
Based on data from the Enterprises (MSME.
play a vital role Office of Cooperatives and SMEs in Central Java Province, the number of Small, particularly in economic growth and Indonesian Jurnal Sains Pemasaran Indonesia PUDJONARKO.
CAHYAMAS & PERDANA.
MIRWAN
MSMEs in Semarang City is almost While Brand Equity 12,000 units.
This great potential illustrates the power of brands in requires MSMEs to continue to grow through adaptive strategies that are in perceptions that can drive loyalty and line with the dynamics of the digital increased sales.
and global era.
One strategy that is By integrating EO.
Partnership, and Entrepreneurial Orientation Brand MSMEs framework, this study aims to fill the (EO), gap in the literature and make which is an entrepreneurial strategic theoretical and practical contributions attitude that includes innovation, risk- taking courage, and proactivity in business strategies, especially in Semarang City.
This approach is However, expected to be able to explain how shown inconsistent results regarding the combination of internal and the relationship of EO to Business external resources can encourage Performance.
Some studies state a continuous improvement of business significant positive effect, while other Equity MSME
studies show a weak or insignificant THE BASIS OF THE PROBLEM
AND THE PURPOSE OF THE
To answer these inconsistencies, this RESEARCH Previous research on the effect of variables: Partnership and Brand Entrepreneurial Orientation (EO) on Equity.
Partnership refers to the Business Performance (BP) showed inconsistent results.
Some studies MSMEs and external parties, such as show a significant effect, while others distribution partners or suppliers, that do not show a significant relationship.
This inconsistency encourages the Jurnal Sains Pemasaran Indonesia
JURNAL SAINS PEMASARAN INDONESIA
Volume 24.
No.
September 2025, halaman 88-99 need for further studies to understand Explain the effect of Entrepreneurial the mechanisms that bridge the Orientation Performance.
MSME
Business Based on theResource-Based View Analyze the role of the Partnership as (RBV) theory.
EO.
Partnership, and a mediator of EO's relationship to Brand Equity are strategic internal Business Performance.
resources that can create competitive Analyze the influence of EO on Brand In the context of MSMEs.
Equity and its mediating role on Business Performance.
thesevariables play an important role Develop a conceptual model based on theResource-Based View (RBV) Partnerships serve theory to improve MSME business as a means of expanding networks and accessing external resources.
This research is expected to fill the while Brand Equity forms a positive gap in the literature and make a perception that supports consumer development of internal resource- This study formulates the main based business strategies in MSMEs.
RESEARCH FRAMEWORK
"How Orientation Entrepreneurial AND HYPOTHESIS Business Performance in MSMEs in Semarang City, considering the mediation role of Partnership and Brand Equity?" H1: Entrepreneurial Orientation has Research Objectives a positive effect on Partnership H2: Partnership has a positive effect on Brand Equity.
Jurnal Sains Pemasaran Indonesia PUDJONARKO.
CAHYAMAS & PERDANA.
MIRWAN
H3: Partnership has a positive effect on Business Performance H4: Brand Equity has a positive effect on Business Performance.
RESEARCH METHOD
This Convergent Validity Test techniques through questionnaires.
The research population were MSME actors in Semarang City.
The sample was 100 respondents with purposive sampling technique.
The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) SmartPLS software.
Validity was tested through Convergent Validity .
oading Ou Average All indicators have a loading factor Variance Extracted (AVE Ou 0.
, and 5 so it can be said that the Discriminant Validity .
ross loading data is valid.
and AVE root compariso.
Reliability was tested through Cronbach's Alpha and Composite Reliability scores (Ou Structural models were tested through R-Square.
F-Square, and All variables have a Composite goodness of fit using SRMR and NFI.
Reliability Results Alpha > 0.
Indicates that the Model Development Cronbach's instrument used are high.
It was concluded that all constructs of this Jurnal Sains Pemasaran Indonesia
JURNAL SAINS PEMASARAN INDONESIA
Volume 24.
No.
September 2025, halaman 88-99 study had become a fit measuring instrument, and had good reliability.
If the number F2 produces a value of 02 O F2 < 0.
15 then the effect is small, 0.
15 O F2 < 0.
35 then the effect In this test, the results obtained from the comparison of AVE roots with other model constructs.
If the number is greater than the correlation value between other variables, it can be concluded that the data has good discriminant validity.
is medium and the value of F2 Ou 0.
then the effect of exogenous latent variables is declared large (Ghozali and Latan, 2015:.
It can be concluded that EO Ie Partnership = 499 .
Partnership Ie Brand Equity = 0.
Partnership Ie Business Performance .
and Brand Equity Ie Business Performance = 0.
The higher the RA, the better the model in explaining endogenous In the context ofPLS-SEM:
RA = 0.
75 Ie substantial .
RA = 50 Ie moderate .
RA =
25 Ie weak .
(Chin, 1998.
Hair et al.
, 2.
From the results above, it can be said that Brand Equity: RA = 0.
275 Ie Weak.
Business Performance: RA = Ie 0.
581 Mediumstrong and Partnership: RA = 0.
333 Ie Medium.
NFI values ranging from 0 Ae 1 are derived from the comparison between the hypothesized model and a certain independent model.
The model has a high match if the value is close to 1 (Ghozali, 2.
With the results above, it can be seen that the SRMR value is 0.
095 so that the model is in accordance or has met the criteria of goodness of fit model.
Meanwhile, the NFI value is at 0.
731 which means Jurnal Sains Pemasaran Indonesia PUDJONARKO.
CAHYAMAS & PERDANA.
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that it has a model match that can be stated well.
Performance through Brand Equity.
Hypothesis Testing (Influence between variable.
Business with a value of p < 0.
05 in all mediation channels.
DISCUSSION