ANTESEDEN KINERJA PEMASARAN INDUSTRI KECIL DAN MENENGAH (IKM): A SYSTEMATIC LITERATURE REVIEW
Abstract
Kinerja pemasaran merupakan salah satu tolok ukur keberhasilan suatu perusahaan dan merupakan elemen penting kinerja bisnis Tujuan dari penelitian ini adalah untuk mengkaji Anteseden Kinerja Pemasaran Industri Kecil dan Menengah. Penelitian ini menggunakan penelusuran untuk mencari artikel yang dipublikasikan di Web Scopus, untuk mengidentifikasi anteseden utama kinerja pemasaran Industri Kecil dan Menengah (IKM). Berdasarkan hasil penelusuran, secara keseluruhan ditemukan bahwa terdapat peningkatan jumlah artikel yang menerapkan kinerja pemasaran IKM pada rentang Tahun 2019-2023. Lebih rinci dapat dijelaskan bahwa pada rentang empat tahun (2019 – 2022), terjadi peningkatan yang signifikan dari 616 artikel pada Tahun 2019 menjadi 984 artikel pada Tahun 2022. Selanjutnya terdapat peningkatan jumlah artikel yang menerapkan kinerja pemasaran IKM pada kerangka teori RBV pada rentang Tahun 2019-2023. Faktor yang memiliki pengaruh terhadap kinerja pemasaran berdasarkan kerangka teori RBV, dalam hal ini dibagi menjadi faktor internal dan eksternal. Secara umum, hasil penelusuran menunjukkan bahwa kinerja pemasaran dipengaruhi oleh faktor internal dan faktor eksternal. Berdasarkan hasil penelusuran tersebut, teori RBV dapat digunakan sebagai grand theory dalam mengembangkan kerangka konsep kinerja pemasaran yang dipengaruhi oleh faktor internal dan eksternal. Kajian penelitian ini terbatas pada faktor internal dan eksternal serta khusus hanya membahas pada objek sektor IKM.
Marketing performance is one of the benchmarks of a company's success and is an important element of business performance. The purpose of this study is to examine the Antecedents of Small and Medium Industry Marketing Performance. This study uses a search to find articles published on the Scopus Web, to identify the main antecedents of Small and Medium Industry (SME) marketing performance. Based on the search results, overall it was found that there was an increase in the number of articles that applied SME marketing performance in the 2019-2023 period. In more detail, it can be explained that in the four-year period (2019 - 2022), there was a significant increase from 616 articles in 2019 to 984 articles in 2022. Furthermore, there was an increase in the number of articles that applied SME marketing performance to the RBV theoretical framework in the 2019-2023 period. Factors that influence marketing performance based on the RBV theoretical framework, in this case are divided into internal and external factors. In general, the search results show that marketing performance is influenced by internal and external factors. Based on the results of the search, the RBV theory can be used as a grand theory in developing a conceptual framework for marketing performance that is influenced by internal and external factors. This research study is limited to internal and external factors and specifically only discusses the object of the MSME sector.
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References
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Indris, S., & Primiana, I. (2015). Internal And External Environment Analysis On The Performance Of Small And Medium Industries (Smes) In Indonesia. International Journal Of Scientific & Technology Research, 4(04). www.ijstr.org
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Made, N., Pramuki, W. A., Putu, N., & Kusumawati, A. (2021). The Influence of Product Innovation, Digital Marketing and Competitive Advantage in Improving the Marketing Performance of Small and Medium Industries in Bali.
Mengist, W., Soromessa, T., & Legese, G. (2020). Ecosystem services research in mountainous regions: A systematic literature review on current knowledge and research gaps. In Science of the Total Environment (Vol. 702). Elsevier B.V. https://doi.org/10.1016/j.scitotenv.2019.134581
Moher, D., Liberati, A., Tetzlaff, J., & Altman, D. G. (2009). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. In BMJ (Online) (Vol. 339, Issue 7716, pp. 332–336). https://doi.org/10.1136/bmj.b2535
Morgan, N. A. (2012). Marketing and business performance. Journal of the Academy of Marketing Science, 40(1), 102–119. https://doi.org/10.1007/s11747-011-0279-9
Najib, M., Septiani, S., & Nurlaela, S. (2020). The role of innovation, entrepreneurial self-efficacy and local uniqueness on marketing performance in small and medium-sized restaurants. Journal of Foodservice Business Research, 23(6), 499–519. https://doi.org/10.1080/15378020.2020.1803687
Newbert, S. L. (2008). Value, rareness, competitive advantage, and performance: A conceptual-level empirical investigation of the resource-based view of the firm. Strategic Management Journal, 29(7), 745–768. https://doi.org/10.1002/smj.686
Nikmah, F., Malang, P. N., Rahmawati, R., Andi, E., Politeknik, S., & Malang, N. (n.d.). Resource-Based View: Implementation In Indonesia Smes To Achieve Competitive Advantage. European Journal of Research and Reflection in Management Sciences, 9(1), 2021. www.idpublications.org
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Nyoman, N., Yasa, K., Ayu, G., Adnyani, D., Laksmita, P., & Rahmayanti, D. (2020). The Influence Of Social Media Usage On The Perceived Business Value And Its Impact On Business Performance Of Silver Craft Smes In Celuk Village, Gianyar-Bali. In Academy of Strategic Management Journal (Vol. 19, Issue 1).
Pesic, M. A., Milic, V. J., & Stankovic, J. (2012). Application Of Vrio Framework For Analyzing Human Resources’ Role In Providing Competitive Advantage * (Vol. 2).
Petri, P. A., Plummer, M. G., & Zhai, F. (2012). ASEAN Economic Community: A General Equilibrium Analysis. Asian Economic Journal, 26(2), 93–118. https://doi.org/10.1111/j.1467-8381.2012.02079.x
Pickering, C., & Byrne, J. (2014). The benefits of publishing systematic quantitative literature review s for PhD candidates and other early-career researchers. Higher Education Research and Development, 33(3), 534–548. https://doi.org/10.1080/07294360.2013.841651
Rahman, M. M. (2015). SMEs and Networking: A Resource-based View Perspective Track 2 (Entrepreneurship, Micro-Multinationals, and International New Ventures) Competitive SMEs and Networking: A Resource-based View Perspective. https://www.researchgate.net/publication/279450110
Rajapathirana, R. P. J., & Hui, Y. (2018). Relationship between innovation capability, innovation type, and firm performance. Journal of Innovation and Knowledge, 3(1), 44–55. https://doi.org/10.1016/j.jik.2017.06.002
Rombe, E., & Sutomo, M. (n.d.). SMEs’ Marketing Performance: The Role Of Entrepreneural Orientation And Networking Capability. 12, 257–270. https://www.journal.unrika.ac.id/index.php/jurnaldms
Russo, M. V., & Fouts, P. A. (1997). A resource-based perspective on corporate environmental performance and profitability. Academy of Management Journal, 40(3), 534–559. https://doi.org/10.2307/257052
Sridhar, R., Sachithanandam, V., Mageswaran, T., Purvaja, R., Ramesh, R., Senthil Vel, A., & Thirunavukkarasu, E. (2016). A Political, Economic, Social, Technological, Legal and Environmental (PESTLE) approach for assessment of coastal zone management practice in India. International Review of Public Administration, 21(3), 216–232. https://doi.org/10.1080/12294659.2016.1237091
Teece, D. J. (2007). Explicating dynamic capabilities: The nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28(13), 1319–1350. https://doi.org/10.1002/smj.640
The Influence of the External and Internal Business Environment on the Marketing Strategy and Their Impact on the Marketing Performance. (2021). European Journal of Business and Management. https://doi.org/10.7176/ejbm/13-7-06
Tranfield, D., Denyer, D., & Smart, P. (n.d.). Towards a Methodology for Developing Evidence-Informed Management Knowledge by Means of Systematic Review *.
Understanding people’s use of financial services in Indonesia Headline Results Report. (n.d.). www.opml.co.uk
Wachidin, A., Aditya, W., & Yuga, T. (n.d.). Is the RBV Theory Important for MSMEs? : Competitive Advantage Analysis Of Tokopedia Seller With Resource Based Theory Views. https://ssrn.com/abstract=3581838
Wiagustini, N. L. P. (2020). Strategi Intensif Danintegratif : Strategi Pengembangan Industri Kecil Menengah Produk Herbal di Kabupaten Badung. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 279. https://doi.org/10.24843/matrik:jmbk.2020.v14.i02.p11
Wulan Tresna, P., & Jaja Raharja, un. (n.d.). Analysis of the Sustainable Competitive Advantages of the Creative Industry in Bandung City. http://buscompress.com/journal-home.html
Zainuddin, M., & Sudarmiatin. (2023). Marketing Performance of Small and Medium Enterprises: Literature Study Approach with Bibliometric s. EKSYAR : Jurnal Ekonomi Syari’ah & Bisnis Islam, 10(1), 54–66. https://doi.org/10.54956/eksyar.v10i1.411
AL-HAWARY, S. I. S., & AL-HAMWAN, A. M. (2017). Environmental Analysis and its Impact on the Competitive Capabilities of the Commercial Banks Operating in Jordan. International Journal of Academic Research in Accounting, Finance and Management Sciences, 7(1). https://doi.org/10.6007/ijarafms/v7-i1/2701
Amilia, M., Putri, L., Nyoman, N., Yasa, K., & Giantari, I. G. A. K. (2018). Peran Inovasi Produk Memediasi Orientasi Pasar Terhadap Kinerja Ukm Kerajinan Endek Di Kabupaten Klungkung. In INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia (Vol. 1, Issue 4).
Barney, J. B., & Hesterly, W. S. (n.d.). Strategic Management and Competitive Advantage. http://www.pearsonmylabandmastering.com
Barney, J. B., Ketchen, D. J., & Wright, M. (2011). The future of resource-based theory: Revitalization or decline? Journal of Management, 37(5), 1299–1315. https://doi.org/10.1177/0149206310391805
Brereton, P., Kitchenham, B. A., Budgen, D., Turner, M., & Khalil, M. (2007). Lessons from applying the systematic literature review process within the software engineering domain. Journal of Systems and Software, 80(4), 571–583. https://doi.org/10.1016/j.jss.2006.07.009
Chris, B., & Gerhard, van W. (2016). An investigation of the marketing performance measurement practices in Hatfield Volkswagen group. African Journal of Business Management, 10(6), 131–139. https://doi.org/10.5897/ajbm2015.7772
Chumphong Research Assistant, O., Yai, H., Thailand Suwit Srimai Asst, S., & Potipiroon Asst, W. (n.d.). The Resource-Based View, Dynamic Capabilities and SME Performance for SMEs to Become Smart Enterprises. In ABAC ODI Journal Vision. Action. Outcome (Vol. 7, Issue 2). http://www.assumptionjournal.au.edu/index.php/odijournal/index
Dansoh, A. (2005). Strategic planning practice of construction firms in Ghana. Construction Management and Economics, 23(2), 163–168. https://doi.org/10.1080/0144619042000241435
Dhameria, V., Ghozali, I., Hidayat, A., & Aryanto, V. D. W. (2021). Networking capability, entrepreneurial marketing, competitive advantage, and marketing performance. Uncertain Supply Chain Management, 9(4), 941–948. https://doi.org/10.5267/j.uscm.2021.7.007
Dhir, A., Talwar, S., Kaur, P., & Malibari, A. (2020). Food waste in hospitality and food services: A systematic literature review and framework development approach. Journal of Cleaner Production, 270. https://doi.org/10.1016/j.jclepro.2020.122861
Elfan Kaukab, M., Adawiyah, W. R., Setyanto, R. P., & Suroso, A. (2020). Accelerating small firms’ production process improvement through international market knowledge and valuable, rare, inimitable, and organized resources and capabilities. Business: Theory and Practice, 21(1), 322–328. https://doi.org/10.3846/btp.2020.11652
Garavand, A., Aslani, N., Nadri, H., Abedini, S., & Dehghan, S. (2022). Acceptance of telemedicine technology among physicians: A systematic review. In Informatics in Medicine Unlocked (Vol. 30). Elsevier Ltd. https://doi.org/10.1016/j.imu.2022.100943
Gupta, S., Justy, M. T., Kamboj, S., Kumar, A., & Kristoffersen, M. E. (2021). Big Data and Firm Marketing Performance: Findings from Knowledge-Based View.
Hacioglu, G., & Gök, O. (2013). Marketing performance measurement: marketing metrics in Turkish firms. Journal of Business Economics and Management, 14(SUPPL1). https://doi.org/10.3846/16111699.2012.729156
Hanifawati, T., & Listyaningrum, R. S. (2021). Peningkatan Kinerja UMKM Selama Pandemi Covid-19 melalui Penerapan Inovasi Produk dan Pemasaran Online. Warta LPM, 24(3), 412–426. https://doi.org/10.23917/warta.v24i3.12615
Ibrahim, E. B., & Harrison, T. (2020). The impact of internal, external, and competitor factors on marketing strategy performance. Journal of Strategic Marketing, 28(7), 639–658. https://doi.org/10.1080/0965254X.2019.1609571
Ikramuddin, I., Matriadi, F., Yusuf Iis, Em., & Mariyudi, M. (2021). Marketing Performance Development: Application Of The Concept Of Digital Marketing And Market Orientation Strategy In The Msme Sector. International Journal of Educational Review, Law And Social Sciences (IJERLAS), 1(2), 181–190. https://doi.org/10.54443/ijerlas.v1i2.85
Imran, M., Arshad, I., & Ismail, F. (2021). Green Organizational Culture And Organizational Performance: The Mediating Role Of Green Innovation And Environmental Performance. Jurnal Pendidikan IPA Indonesia, 10(4), 515–530. https://doi.org/10.15294/jpii.v10i4.32386
Indris, S., & Primiana, I. (2015). Internal And External Environment Analysis On The Performance Of Small And Medium Industries (Smes) In Indonesia. International Journal Of Scientific & Technology Research, 4(04). www.ijstr.org
Khizar, H. M. U., Iqbal, M. J., & Rasheed, M. I. (2021). Business orientation and sustainable development: A systematic review of sustainability orientation literature and future research avenues. In Sustainable Development (Vol. 29, Issue 5, pp. 1001–1017). John Wiley and Sons Ltd. https://doi.org/10.1002/sd.2190
Kozlenkova, I. V., Samaha, S. A., & Palmatier, R. W. (2014). Resource-based theory in marketing. In Journal of the Academy of Marketing Science (Vol. 42, Issue 1, pp. 1–21). Springer Science and Business Media, LLC. https://doi.org/10.1007/s11747-013-0336-7
Lu, W., Shen, L., Asce, M., & Yam, M. C. H. (n.d.). Critical Success Factors for Competitiveness of Contractors: China Study. https://doi.org/10.1061/ASCE0733-93642008134:12972
Lubis, N. W. (2022). Resource Based View (RBV) in Improving Company Strategic Capacity. In Research Horizon (Vol. 2, Issue 6).
Made, N., Pramuki, W. A., Putu, N., & Kusumawati, A. (2021). The Influence of Product Innovation, Digital Marketing and Competitive Advantage in Improving the Marketing Performance of Small and Medium Industries in Bali.
Mengist, W., Soromessa, T., & Legese, G. (2020). Ecosystem services research in mountainous regions: A systematic literature review on current knowledge and research gaps. In Science of the Total Environment (Vol. 702). Elsevier B.V. https://doi.org/10.1016/j.scitotenv.2019.134581
Moher, D., Liberati, A., Tetzlaff, J., & Altman, D. G. (2009). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. In BMJ (Online) (Vol. 339, Issue 7716, pp. 332–336). https://doi.org/10.1136/bmj.b2535
Morgan, N. A. (2012). Marketing and business performance. Journal of the Academy of Marketing Science, 40(1), 102–119. https://doi.org/10.1007/s11747-011-0279-9
Najib, M., Septiani, S., & Nurlaela, S. (2020). The role of innovation, entrepreneurial self-efficacy and local uniqueness on marketing performance in small and medium-sized restaurants. Journal of Foodservice Business Research, 23(6), 499–519. https://doi.org/10.1080/15378020.2020.1803687
Newbert, S. L. (2008). Value, rareness, competitive advantage, and performance: A conceptual-level empirical investigation of the resource-based view of the firm. Strategic Management Journal, 29(7), 745–768. https://doi.org/10.1002/smj.686
Nikmah, F., Malang, P. N., Rahmawati, R., Andi, E., Politeknik, S., & Malang, N. (n.d.). Resource-Based View: Implementation In Indonesia Smes To Achieve Competitive Advantage. European Journal of Research and Reflection in Management Sciences, 9(1), 2021. www.idpublications.org
Noble, H., & Smith, J. (2018). Reviewing the literature: Choosing a review design. In Evidence-Based Nursing (Vol. 21, Issue 2, pp. 39–41). BMJ Publishing Group. https://doi.org/10.1136/eb-2018-102895
Nyoman, N., Yasa, K., Ayu, G., Adnyani, D., Laksmita, P., & Rahmayanti, D. (2020). The Influence Of Social Media Usage On The Perceived Business Value And Its Impact On Business Performance Of Silver Craft Smes In Celuk Village, Gianyar-Bali. In Academy of Strategic Management Journal (Vol. 19, Issue 1).
Pesic, M. A., Milic, V. J., & Stankovic, J. (2012). Application Of Vrio Framework For Analyzing Human Resources’ Role In Providing Competitive Advantage * (Vol. 2).
Petri, P. A., Plummer, M. G., & Zhai, F. (2012). ASEAN Economic Community: A General Equilibrium Analysis. Asian Economic Journal, 26(2), 93–118. https://doi.org/10.1111/j.1467-8381.2012.02079.x
Pickering, C., & Byrne, J. (2014). The benefits of publishing systematic quantitative literature review s for PhD candidates and other early-career researchers. Higher Education Research and Development, 33(3), 534–548. https://doi.org/10.1080/07294360.2013.841651
Rahman, M. M. (2015). SMEs and Networking: A Resource-based View Perspective Track 2 (Entrepreneurship, Micro-Multinationals, and International New Ventures) Competitive SMEs and Networking: A Resource-based View Perspective. https://www.researchgate.net/publication/279450110
Rajapathirana, R. P. J., & Hui, Y. (2018). Relationship between innovation capability, innovation type, and firm performance. Journal of Innovation and Knowledge, 3(1), 44–55. https://doi.org/10.1016/j.jik.2017.06.002
Rombe, E., & Sutomo, M. (n.d.). SMEs’ Marketing Performance: The Role Of Entrepreneural Orientation And Networking Capability. 12, 257–270. https://www.journal.unrika.ac.id/index.php/jurnaldms
Russo, M. V., & Fouts, P. A. (1997). A resource-based perspective on corporate environmental performance and profitability. Academy of Management Journal, 40(3), 534–559. https://doi.org/10.2307/257052
Sridhar, R., Sachithanandam, V., Mageswaran, T., Purvaja, R., Ramesh, R., Senthil Vel, A., & Thirunavukkarasu, E. (2016). A Political, Economic, Social, Technological, Legal and Environmental (PESTLE) approach for assessment of coastal zone management practice in India. International Review of Public Administration, 21(3), 216–232. https://doi.org/10.1080/12294659.2016.1237091
Teece, D. J. (2007). Explicating dynamic capabilities: The nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28(13), 1319–1350. https://doi.org/10.1002/smj.640
The Influence of the External and Internal Business Environment on the Marketing Strategy and Their Impact on the Marketing Performance. (2021). European Journal of Business and Management. https://doi.org/10.7176/ejbm/13-7-06
Tranfield, D., Denyer, D., & Smart, P. (n.d.). Towards a Methodology for Developing Evidence-Informed Management Knowledge by Means of Systematic Review *.
Understanding people’s use of financial services in Indonesia Headline Results Report. (n.d.). www.opml.co.uk
Wachidin, A., Aditya, W., & Yuga, T. (n.d.). Is the RBV Theory Important for MSMEs? : Competitive Advantage Analysis Of Tokopedia Seller With Resource Based Theory Views. https://ssrn.com/abstract=3581838
Wiagustini, N. L. P. (2020). Strategi Intensif Danintegratif : Strategi Pengembangan Industri Kecil Menengah Produk Herbal di Kabupaten Badung. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 279. https://doi.org/10.24843/matrik:jmbk.2020.v14.i02.p11
Wulan Tresna, P., & Jaja Raharja, un. (n.d.). Analysis of the Sustainable Competitive Advantages of the Creative Industry in Bandung City. http://buscompress.com/journal-home.html
Zainuddin, M., & Sudarmiatin. (2023). Marketing Performance of Small and Medium Enterprises: Literature Study Approach with Bibliometric s. EKSYAR : Jurnal Ekonomi Syari’ah & Bisnis Islam, 10(1), 54–66. https://doi.org/10.54956/eksyar.v10i1.411
Published
2025-05-28
How to Cite
SUPADA, Wayan.
ANTESEDEN KINERJA PEMASARAN INDUSTRI KECIL DAN MENENGAH (IKM): A SYSTEMATIC LITERATURE REVIEW.
E-Jurnal Manajemen, [S.l.], v. 14, n. 5, p. 331 - 345, may 2025.
ISSN 2302-8912. Available at: <https://ojs.unud.ac.id/index.php/manajemen/article/view/125080>. Date accessed: 14 oct. 2025.
doi: https://doi.org/10.24843/EJMUNUD.2025.v14.i5.p04.
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