DOI: https://doi.org/10.14710/jspi.v24i2.88-99

THE EFFECT OF ENTREPRENEURIAL ORIENTATION, PARTNERSHIP, AND BRAND EQUITY ON BUSINESS PERFORMANCE IN MSMES IN SEMARANG CITY

*Cahyamas Arif Satria Pudjonarko  -  Master of Management, Universitas Diponegoro, Indonesia
Mirwan Surya Perdana  -  Fakultas Ekonomika dan Bisnis, Universitas Diponegoro, Indonesia

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Abstract
This study aims to analyze the influence of Entrepreneurial Orientation (EO), Partnership, and Brand Equity on Business Performance in MSMEs in Semarang City. The method used is quantitative with a SmartPLS approach. The results show that EO has a significant effect on Partnership, Partnership has a significant effect on Brand Equity and Business Performance, and Brand Equity also has a significant effect on Business Performance. This study emphasizes the importance of synergy among variables in improving the business performance of SMEs.  
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Keywords: Entrepreneurial Orientation; Partnership; Brand Equity; Business Performance; SMEs.

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Section: Research Article
Language : EN
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