EXPLORATION OF ENTREPRENEURIAL MARKETING CHARACTERS OF FOOD STALLS’ OWNERS IN SURABAYA

Abstract

The research aims to acknowledge characters of entrepreneurial marketing on food stall’s owners in Surabaya. A total of 100 respondents involved from food stall’s owners with micro and small size. Explanatory Factor Analysis is used as analytical tool. The result of this research indicates six factors of entrepreneurial marketing character, first is "risk-taking" which describes the ability of the food stalls owner on consideration of risk. Second is "flexibility" that describes a person's ability to adjust the business to current conditions. Third factor is "networking utilization" illustrates of entrepreneurial marketer who utilizes existing network for business operation. Fourth factor is "market alignment" which describes the character of the owner who adjust the market needs with the products. Fifth factor is “focus" as the indication of the owner’s character to be focused to maintain the business and last factor is "sociable" which describes flexibility to interact with others or customers.