INTERSUBJECTIVE CONSTRUCTION OF MSME ACTORS IN UNDERSTANDING ENTREPRENEURIAL MARKETING, ORGANIZATIONAL ENVIRONMENT, AND INTELLECTUAL CAPITAL IN FORMING BUSINESS PERFORMANCE
DOI:
https://doi.org/10.5281/zenodo.20361807Keywords:
entrepreneurial marketing, organizational environment, business performanceAbstract
This study examines how the intersubjective constructs of MSMEs in Kendari City influence their interpretation of entrepreneurial marketing, the organizational environment, and intellectual capital in shaping business performance. In the context of MSMEs operating with limited resources and a dynamic environment, there is still a gap in understanding regarding the role of shared meaning and social interaction as mediators between strategy and performance. The purpose of this study is to analyze these intersubjective constructs and their implications for business performance. The study used a qualitative approach with a phenomenological design, involving in-depth interviews with MSMEs in Kendari City, and analyzed data using the Miles and Huberman model. The results indicate that entrepreneurial marketing is interpreted as relational personalization and community-based marketing, the organizational environment as a social network managed through deliberation, and intellectual capital as practical knowledge and mutually reinforcing social relationships. Business performance is understood not only from a financial perspective, but also from a perspective of sustainability, customer trust, and community support. Consequently, this study recommends strengthening the capacity of MSME communities, digital-based training, and developing policies that support the local entrepreneurial ecosystem.
Downloads
References
Anggraini, Raden Isma, Mohammad Syamsul Maarif, Anggraini Sukmawati, and Zenal Asikin. 2025. “Intellectual Capital in SMEs: A Bibliometric Study and Directions for Future Research.” 11(2): 404–18.
Aprilia, Novita, Waspodo Tjipto Subroto, and Norida Canda Sakti. 2025. “The Role of Small and Medium Enterprises (SMEs) in Supporting the People's Economy in Indonesia.” XI(2321): 368–76.
Aulia, Muhammad Reza, Zulkarnain Lubis, and Ihsan Effendi. 2023. "Leveraging Quality Management and Partnership Programs for Technopreneurial Success: Exploring Their Impact on MSME Performance." 5(2): 157–68.
Chandra, Jony, and Yayan Hendayana. 2025. “Integration of Strategic Management Theory in Improving MSME Performance in Indonesia: Literature Study.” 7(2): 1341–49.
Dafitri, Rahma, and Derbi Maiza Warman. 2025. “Bibliometric Mapping of Indonesian Micro, Small, and Medium Enterprises Research: Scopus Indexed Publication Analysis Rahma, Derbi. Bibliometric Mapping of Indonesian Micro, Small, and Medium Enterprises Research: How to Cite Analysis: Dafitri, R., & Warman, D, M. (2025). Bibliometric Mapping of Indonesian Micro, Small, and Medium Enterprises Research.” 1(1).
Dipoatmodjo, Tenri Sayu Puspitaningsih. 2025. “Culturally Rooted MSME Strategies: Integrating Local Wisdom into Cultural Tourism Development in Sulawesi.” : 479–86.
Hamid, Muliyadi, Ilham Safar, and Nasyirah Nurdin. 2025. "Vifada Management and Social Sciences, E-ISSN 2987-1999 From Tradition to Transformation: The Mediating Role of Entrepreneurial Learning and Digital Readiness in Leveraging Socio-Cultural Capital for Innovation." (2): 42–53.
Hariyono, Anwar, and I Made Narsa. 2024. "The Value of Intellectual Capital in Improving MSMEs' Competitiveness, Financial Performance, and Business Sustainability." Cogent Economics & Finance 12(1). https://doi.org/10.1080/23322039.2024.2325834.
Hidayati, Hosianna Ayu, Endang Siti Astuti, and Andriani Kusumawati. 2025. “The Nexus between Entrepreneurial and Market Orientation on Digital Marketing Capabilities and Marketing Performance of SMEs in Emerging Markets.” Cogent Business & Management 12(1). https://doi.org/10.1080/23311975.2025.2526150.
Hokmabadi, Hamed, and Seyed MHS Rezvani. 2024. “Business Resilience for Small and Medium Enterprises and Startups by Digital Transformation and the Role of Marketing.”
Khumairo, Hazmatul. 2025. "The Role of MSMEs in Driving Economic Growth and Income Equality in." 3(1): 22–32.
Kusuma, Hadri, Muafi Muafi, and Muamar Nur Kholid. 2023. “PRO-ENVIRONMENTAL MSMES PERFORMANCE: THE ROLE OF GREEN IT ADOPTION, GREEN INNOVATIVE BEHAVIOR, AND DE TI ECOLÓGICA, COMPORTAMENTO INNOVADOR ECOLÓGICO E.” : 1–21.
Mendia, J.M. Valdez. 2022. “Toward Customer Hyper-Personalization Experience — A Data-Driven Approach Toward Customer Hyper-Personalization Experience — A Data-Driven Approach.” Cogent Business & Management 9(1). https://doi.org/10.1080/23311975.2022.2041384.
Muis, Indra. 2025. "A PRISMA-Guided Systematic Review on the Business Performance of Small and Medium Enterprises in Indonesia." 6(3): 1381–87.
Ndlovu, Mpilwenhle Nomvuyo, and Elona Nobukhosi Ndlovu. 2025. "The Intersection of Business Models and SME Performance: A Bibliometric Analysis of Research Trends."
Ongkowijoyo, Gracia, Lindsey Brittany Phandy, and Nielsen Gandakusuma. 2025. “EXAMINING BUSINESS PERFORMANCE DYNAMIC CAPABILITIES THAT MATTERS OF INDONESIAN MSMES : © 2025 Universitas Negeri Semarang.” 14(3): 337–52.
Pal, Deependra, Rashmi Singh, and Niladri Das. 2025. “Entrepreneurship and MSMEs' Financial Performance: A Bibliometric Analysis and Future Research Avenues.” Journal of International Entrepreneurship . https://doi.org/10.1007/s10843-025-00399-4.
Prabawanti, Benedicta Evienia, Rizal Syarief, Meika Syahbana Rusli, and Dwi Purnomo. 2023. “EXPLORING SOCIAL COMMUNITY NETWORKS FOR THE ADVANCEMENT OF SOCIAL ENTREPRENEURSHIP.” 4(2): 122–30.
Setyaningrum, Retno Purwani, Muamar Nur Kholid, and Priyo Susilo. 2023. “Sustainable SMEs Performance and Green Competitive Advantage: The Role of Green Creativity, Business Independence, and Green IT Empowerment.”
Sitaniapessy, Rainier Hendrik, and Victor E Huwae. 2023. "Collaboration With Business Partners and Business Performance: The Role of Relational Competitive Advantage." 6(2): 90–103.
Subekti, Priyo, Atwar Bajari, Dadang Sugiana, and Hanny Hafiar. 2023. “COLLABORATION AND SOCIAL NETWORKS IN THE ENTREPRENEURIAL ECOSYSTEM : PILLARS TO SHAPE THE RESILIENCE OF MSME ACTORS IN THE POST-PANDEMIC ERA PÓS-PANDEMIC.” : 1–19.
Utami, Ristianawati Dwi. 2026. “Balancing Personalization, Privacy, and Value: A Systematic Literature Review of AI-Enabled Customer Experience Management.” : 1–25.
Wahdiniwaty, Rahma et al. 2025. "Entrepreneurial Technology Resilience Mediates Entrepreneurial Marketing on Business Performance in Batik MSMEs." 7(3): 835–47.
Wibawa, Berto Mulia et al. 2022. "UTILIZATION OF SOCIAL MEDIA AND ITS IMPACT ON MARKETING PERFORMANCE: A CASE STUDY OF SMEs IN INDONESIA." 23(1): 19–33.
