KECIL TAPI KREATIF: ENTREPRENEURIAL MARKETING BAGI UMKM SEBAGAI BAHAN AJAR EKONOMI KREATIF

Revida Mareta Herfi Ashari Herfi Ashari

doi:10.51574/hamka.v1i1.4

Authors

Revida Mareta Herfi Ashari Herfi Ashari
rvashari@gmail.com
Universitas Muhammadiyah Prof. DR. HAMKA

Keywords:

Creative Economy, Entrepreneurial Marketing, MSMEs

Abstract

Artikel ini membahas mengenai entrepreneurial marketing pada UMKM ekonomi kreatif yang dilakukan oleh Mamoma Bubble di kawasan pusat kuliner Pasar Lama Kota Tangerang. Penelitian ini menggunakan pendekatan kualitatif dengan jenis deskriptif. Hasil penelitian menunjukkan bahwa Mamoma Bubble sebagai UMKM industri kreatif sudah melakukan konsep entrepreneurial marketing dengan baik berdasarkan empat fokus utama yaitu innovativeness, risk-taking, proactive, dan resource leveraging. Temuan lain yang juga menarik yaitu entrepreneurial marketing belum cukup untuk dapat mengembangkan bisnis ini untuk menjangkau pasar yang lebih besar. Saran untuk penelitian berikutnya bisa menggunakan konsep entrepreneurial marketing dengan pendidikan kewirausahaan agar setiap calon wirausaha dapat mengetahui dan menerapkan dengan baik konsep entrepreneurial marketing pada UMKM.

This article discusses entrepreneurial marketing in the creative economy MSMEs conducted by Mamoma Bubble in the culinary center area of Pasar Lama Tangerang City. This research uses a qualitative approach with a descriptive type. The results showed that Mamoma Bubble as a creative industry MSMEs has done the concept of entrepreneurial marketing well based on four main focuses, namely innovativeness, risk-taking, proactive, and resources leveraging. Another interesting finding is that entrepreneurial marketing is not enough to be able to grow this business to reach a larger market. Advice for future research can use the concept of entrepreneurial marketing with entrepreneurial education so that every entrepreneurial candidate can know and apply well the concept of entrepreneurial marketing to MSMEs.

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