Innovative Marketing Strategies for Enhancing Competency and Access to Capital In SME’s

SANTOSO, Budi; Hasan HAFIDZI, Achmad; Gunawan WIBOWO, Yohanes; IZZUDDIN, Ahmad; Setiawan SUHARSONO, Riyanto

doi:10.2478/fman-2025-0012

Abstract

This study clarifies how the inventiveness of marketing strategies affects the performance of MSMEs by influencing the skills of business actors and their access to financing. The study’s sample consisted of 300 MSMEs in the Jember Regency. Structural equation modeling (SEM) is the data analysis technique used in this study. This research shows that the competence of business actors, access to capital, and creativity in marketing strategies have an important role in improving the performance of MSMEs in Jember Regency. These findings show the importance of creativity in marketing strategy and also provide empirical evidence that supports creative marketing theory. This research also shows that marketing creativity not only functions to attract market attention but also acts as a tool to strengthen business performance. According to the most recent study, innovative marketing techniques can help small- and medium-sized enterprises (SMEs) become more competent business players and have easier access to financing, which would promote SMEs’ sustainability and growth. As a result, the marketing strategy creativity variable is used as an intervening variable in this study.

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Innovative Marketing Strategies for Enhancing Competency and Access to Capital In SME’s

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