IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 22, Issue 10. Ser. VI (October 2020), PP 24-31 www.iosrjournals.org DOI: 10.9790/487X-2210062431 www.iosrjournals.org 24 | Page The Effect of the Market Mix (7P) and Entrepreneurial Characteristic to the Selling Value Potential of Betawi Cultural Arts Setiarini 1 , IhaHaryani Hatta 2 Lies Putriani 3 Widarto Rachbini 1 123 Economic and Business Faculty, University of Pancasila, Indonesia 4 Post Graduate University of Pancasila, Indonesia Abstract: Selling value is an indication of the sustainability of a service, therefore the determining factor of the Selling Value of the service output needs attention. The selling value referred to in the context of this research is the potential success of a business. A research on Service Selling Value: Betawi Cultural Arts Studio in the JABODETABEK area was carried out with the aim of analysing the influence of the Marketing Mix variables, Entrepreneurial Characteristics and the Selling Value Potential of an art. The population of this research is people in arts field including studio owners and all the artists of indigenous dance and music of Betawi culture. Data were collected through a survey with respondents selected by purposive sampling as many as 124 respondents who performed at the Betawi Culture arts kitchen in SetuBabakan. Data from these respondents were analysed using SEM (Structural Equation Model) of Lisrel program version 8.70. The results showed that the Marketing Mix variable had an effect on Entrepreneurial Characteristics; Marketing Mix variables affect the Selling Value Potential as well as the Entrepreneurial Characteristics variable influences the Selling Value Potential. Keywords: Marketing Mix (7P), Entrepreneurial Characteristics, Artists and Potential Selling Value --------------------------------------------------------------------------------------------------------------------------------------- Date of Submission: 07-10-2020 Date of Acceptance: 22-10-2020 --------------------------------------------------------------------------------------------------------------------------------------- I. Introduction The Business achievement of Small Medium Enterprise’s (SME) Jakarta still need to be improved it has necessary a variable thatincreasing determines that observed to be more related to other business performance, so the large variables explain how the business performance variables related to the value of business progress. Including products and services. Jakarta with its Betawi culture has great potential to develop the economy of its people(Setiarini et al., 2020). A series of narratives that emerge when talking about Betawi people is that they are lazy, uneducated and other negative stereotypes. The awareness of the Betawi community to show its existence as part of this nation is high by the emergence of organizations / communities using Betawi labels, says Rumpun Masyarakat Betawi, Front Betawi Bersatu, and Forum Komunikasi Anak Betawi. These communities at least reflect a desire of the Betawi ethnicity to show its existence as a community that has the right to express in the global community in Jakarta. As a local ethnic group in Jakarta, Betawi seems to be drowning out of competition with newcomers, not being the host in their own area. It then raises the Betawi Community awareness of its existence which then alarms Betawi people that Betawi people are so heterogeneous with many neglected communities selling power. The selling value here means that there is a lot of potential from Betawi people of art which is good and can be a tool to move the economy of the Betawi people as a whole. However, the activists of Betawi Culture arts complain that the Special Capital Region (DKI) Jakarta, which is the territorial centre of the Republic of Indonesia, is not a main tourist destination. DKI Jakarta is as mere transit for tourism. Betawi Traditional Leaders complained about the absence of specific funding allocations to develop and promote art products of indigenous Betawi ethnic culture in the middle of the Global Art Products arena. Even though it is known that Betawi Cultural Arts performers that exist today are part of the Indonesian Creative Economy because of their efforts to always look for sustainable development, through artistic and cultural creativity in which art actors carry out sustainable development which means they are already doing part of an economic climate which have competitiveness and renewable regeneration resources. Performers and owners of Betawi Cultural arts work hard so that the services they produce are not eroded by the times and the historical journey. Betawi ethnic art products in the present and in the future are