Entrepreneurial Innovation Theory And Relationship Marketing Theory In Rest Area Sasaya Bantaeng
DOI:
https://doi.org/10.59971/jumawa.v3i1.372Keywords:
Innovation, Entrepreneurship, Marketing, Cafe & Resto SasayaAbstract
Penelitian ini bertujuan untuk melakukan tinjauan literatur sistematis mengenai penerapan Innovation Theory of Entrepreneurship dan Relationship Marketing Theory dalam konteks kewirausahaan Cafe & Resto Sasaya. Dalam menghadapi persaingan dan dinamika pasar, Cafe & Resto Sasaya sebagai bentuk usaha mikro memerlukan strategi inovasi dan hubungan yang kuat dengan pelanggan. Innovation Theory of Entrepreneurship menekankan pentingnya kreativitas dan inovasi dalam pengembangan produk, layanan, dan model bisnis untuk mencapai keunggulan kompetitif. Sementara itu, Relationship Marketing Theory berfokus pada pengelolaan hubungan jangka panjang dengan pelanggan sebagai cara meningkatkan loyalitas dan keberlanjutan bisnis. Studi ini menggunakan metode Systematic Literature Review (SLR) dengan mengumpulkan dan menganalisis artikel-artikel ilmiah yang relevan untuk mengidentifikasi penerapan teori ini dalam praktik nyata Cafe & Resto Sasaya. Hasil penelitian menunjukkan bahwa penerapan inovasi, baik dalam produk maupun pelayanan, serta pendekatan pemasaran berbasis hubungan memiliki dampak positif terhadap keberlanjutan dan daya saing Cafe & Resto Sasaya. Studi ini diharapkan dapat menjadi landasan bagi penelitian lebih lanjut dan memberikan wawasan praktis bagi pelaku usaha mikro dalam mengimplementasikan strategi inovasi dan pemasaran berbasis hubungan
Downloads
References
Alves, J., & Steiner, A. (2022). Resilience and Innovation in Micro-Business: A Relationship Marketing Perspective. Journal of Business Research, 138, 520-531.
Ansari, Z., & Zolkifli, N. (2021). Exploring the Link between Innovation and Relationship Marketing for Micro Enterprises. Journal of Marketing Management, 37(5-6), 541-556.
Berry, L. L. (1983). Relationship Marketing. In L. Berry, G. Shostack, & G. Upah (Eds.), Emerging Perspectives on Services Marketing (pp. 25-28). American Marketing Association.
Drucker, P. F. (1985). Innovation and Entrepreneurship: Practice and Principles. Harper & Row.
Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Management Decision, 32(2), 4-20.
Leick, B., & Gretzinger, S. (2022). How Small Firms Build Resilience to Copes with Environmental Shifts: Insights from Small Business in Tourism. Journal of Small Business and Enterprise Development, 29(1), 45-67.
Ratten, V. (2023). Entrepreneurship Innovation and Digitalization in Emerging Markets. International Journal of Entrepreneurship and Small Business, 48(2), 125-141.
Schumpeter, J. A. (1934). The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest, and the Business Cycle. Harvard University Press.
Smith, M., & Kang, K. (2023). Small Business Innovation and Market Relationship Strategies in Emerging Economies. International Small Business Journal, 41(3), 367-389.
Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a Methodology for Developing Evidence-Informed Management Knowledge by Means of Systematic Review. British Journal of Management, 14(3), 207–222.
Booth, A., Papaioannou, D., & Sutton, A. (2016). Systematic Approaches to a Successful Literature Review (2nd ed.). SAGE Publications.
Kraus, S., Breier, M., & Dasí-Rodríguez, S. (2020). The Art of Crafting a Systematic Literature Review in Entrepreneurship Research. International Entrepreneurship and Management Journal, 16(3), 1023–1042.
Petticrew, M., & Roberts, H. (2006). Systematic Reviews in the Social Sciences: A Practical Guide. Blackwell Publishing.
Short, J. C., Ketchen, D. J., Combs, J. G., & Ireland, R. D. (2021). Research Methods in Entrepreneurship Opportunities and Challenges. Entrepreneurship Theory and Practice, 45(5), 1000–1024.
Ansari, Z., & Zolkifli, N. (2021). Exploring the Link between Innovation and Relationship Marketing for Micro Enterprises. Journal of Marketing Management, 37(5-6), 541–556.
Leick, B., & Gretzinger, S. (2022). How Small Firms Build Resilience to Copes with Environmental Shifts: Insights from Small Business in Tourism. Journal of Small Business and Enterprise Development, 29(1), 45–67.
