The Moderating Effect of Market Turbulence on the Relationship between Market Orientation, Entrepreneurial Orientation, Entrepreneurial Marketing and Business Performance: An Empirical Study on Fisheries Small Industry in Kendari City, Indonesia

Abstract

This study aims to analyze the effects of market turbulence on the performance of small-scale fishing businesses in Kendari City. It was conducted through a survey of 81 respondents, including owners and managers of the businesses. The structural model was then tested using the SmartPLS software. According to the study, market turbulence can moderate the impact of market and entrepreneurship-oriented, entrepreneurial marketing, and market-oriented practices on business performance. In addition, it has been found that the market and entrepreneurship-oriented influence entrepreneurial marketing and business performance. The study's findings can help develop the theory of entrepreneurship. For instance, it provides a causal relationship between the performance of entrepreneurial marketing and market-oriented practices in challenging economic conditions. The findings of this study can also help small-scale fishing businesses in Kendari City develop effective marketing strategies and improve their performance. They can additionally anticipate market changes to enhance their operations.