Marketing Based on Local Wisdom on Social Enterprise Performance in Indonesia

Abstract

The development of social entrepreneurship in Indonesia has experienced a significant and continuous increase in the last two decades from 2007 to the present. In order to accelerate the improvement of the economy and people's welfare, further research is needed on the impact of social entrepreneurship performance on the dimensions of economic performance and social performance, as well as the factors that influence it. The purpose of this study is to improve the performance of social entrepreneurship which has an impact on economic and social improvement based on a marketing management perspective by integrating local wisdom based on the religiosity of the Indonesian people. This study involved 350 social entrepreneurs as respondents in 20 provinces in Indonesia. The research method used is a mixed method, which is a combination of qualitative research and quantitative research. Data analysis using structural equation modeling (SEM) to find out what determinants most influence the progress of social entrepreneurship performance both in economic performance and social performance. The results of the study indicate that religious entrepreneurial marketing and entrepreneurial marketing mix have an effect on social enterprise performance. Likewise, entrepreneurial marketing religiosity successfully mediates the influence of market orientation on social enterprise performance. On the other hand, market orientation has no effect on social enterprise performance.