Mediasi High-Impact Network Asset dan Aggressive Marketing Strategy pada Pengaruh Orientasi Kewirausahaan dan Resources Availability terhadap Kinerja Pemasaran UMKM Halal di Provinsi Sumatera Utara

Abstract

The performance of halal MSMEs is influenced by several factors including innovating products and services, increasing available resources such as financial capital, labour, raw materials and technology. Developing business networks through similar business communities, involving customers as marketing partners and being assisted by MSME assistance institutions are very important factors coupled with carrying out aggressive marketing strategies such as conducting market research and intensive product promotion. The main objective of this study is to analyse and examine the model of high-impact network assets and aggressive marketing strategy, entrepreneurial orientation and resource availability on marketing performance. Specifically, this study explores the role of high-impact network assets and aggressive marketing strategies in shaping the marketing performance of halal industrial MSMEs in the food and beverage sector in North Sumatra Province. This research was conducted using associative quantitative methods. The population in this study were MSME actors who had halal certificates in North Sumatra Province, totalling 3142 MSME actors. Selection of respondent samples using the proportioned cluster random sampling method, as many as 354 MSME actors. Data collection using questionnaires both online and offline, observations and interviews. Data were analysed using structural equation modeling-partial least squares (SEM-PLS) and continued by conducting importance-performance map analysis (IPMA) and multi-group analysis (MGA). The results showed that there is a positive and significant influence between entrepreneurial orientation, resource availability, high-impact network assets and aggressive marketing strategy on the marketing performance of halal MSMEs. In addition, high-impact network assets and aggressive marketing strategies significantly mediate the influence of entrepreneurial orientation and resource availability on the marketing performance of halal MSMEs. The results of research with IPMA analysis show that the variables that play the greatest role directly in shaping the marketing performance of halal MSMEs in North Sumatra Province are high-impact network assets, aggressive marketing strategies, then resource availability, and finally entrepreneurial orientation. Meanwhile, the results of the MGA analysis show that the role of aggressive marketing strategies tends to be felt in the sub-set of MSMEs that have had halal certificates for more than five years while high-impact network assets have a very important role in determining business success in the sub-set of MSMEs that have had halal certificates for less than five years.