73 FORUM MANAJEMEN, Volume 17, Nomor 1, Tahun 2019 PENGARUH INOVASI DAN KREATIVITAS TERHADAP ENTREPRENEURIAL MARKETING DALAM UPAYA MENINGKATKAN KINERJA PEMASARAN Ni Putu Yeni Astiti 1 , Ni Nyoman Ari Novarini 2 Program Studi Manajemen Fakultas Ekonomi Universitas Mahasaraswati Denpasar Email: putu_yeni2002@yahoo.com 1 , novarini0511@gmail.com ABSTRACT: An industry that is successful in its business is an industry that is able to create the right strategy formulation, because the right strategy can determine the success of Small and Medium Enterprises can compete in the global market. The purpose of this study is to determine the effect of innovation on entrepreneurial marketing, creativity on entrepreneurial marketing and the infuence of entrepreneurial marketing on marketing performance. The population in this study were the Small and Medium Enterprises actors whose sales systems were carried out using the Entrepreneurial Marketing system. In this study the number of indicators used was 21 x 10. So, the number of samples determined was 210 respondents. The sample determination technique used in this study is based on purposive sampling technique, namely sampling based on criteria. The criteria for selecting a sample are the actors of Small and Medium Enterprises who apply the concept of Entrepreneurial Marketing in their business. The next step is accidental sampling, which is the sampling technique that is carried out on Small and Medium Enterprises actors that are easy to fnd. Data analysis method used is Structural Equation Model (SEM) from the PLS statistical package. Results of Innovation Research have a positive and signifcant effect on Entreprenuerial Marketing in Small and Medium Enterprises in Denpasar City. Creativity has a positive and signifcant effect on Entreprenuerial Marketing in Small and Medium Enterprises in Denpasar City. Entreprenuerial Marketing has a positive and signifcant effect on curious performance. Keywords: Innovation, Creativity, Entreprenuerial Marketing, Marketing Performance PENDAHULUAN Entrepreneurial marketing merupakan konsep yang awalnya muncul pada pelaku usaha skala kecil atau pelaku usaha yang baru memulai bisnisnya. Pendekatan pemasaran kewirausahaan merupakan pendekatan kotingensi yang lebih sesuai, ditinjau dari keterbatasan sumber daya dan permasalahan yang ada pada UKM (Stokes 2000). Kemunculan konsep entrepreneurial marketing merupakan respon dari beberapa hasil penelitian yang menunjukkan adanya ketidaksesuaian antara teori pemasaran tradisional dan praktek pemasaran pada pelaku usaha kecil dan menengah, atau UKM (Ionita, 2012). Kinerja pemasaran merupakan ukuran prestasi yang diperoleh dari aktiftas proses pemasaran secara menyeluruh dari sebuah perusahaan atau organisasi. Selain itu, kinerja pemasaran juga dapat dipandang sebagai sebuah konsep yang digunakan untuk mengukur sampai sejauh mana prestasi pasar yang telah dicapai oleh suatu produk yang dihasilkan perusahaan. Ferdinand (2000:23) menyatakan bahwa kinerja pemasaran