Techno-Entrepreneurial Relationship Marketing to ignite the SMEs Marketing Performance in Indonesia

The main purpose of this study are to propose and examine a framework of Techno-Entrepreneurial Relationship Marketing (TERM) to bridge the gap between entrepreneurial orientation and firm performance. Especially, this study exploring the role of techno-entrepreneurial relationship marketing, responsiveness capability, and interaction proactiveness on increasing marketing performance in the context of Small and Medium Enterprises (SMEs). This study was conducted by survey method through distributing the questionnaires to 100 owners and managers of SMEs in Indonesia. By using structural equations model analysis to examine the proposed model, this study indicated that both information technology adoption and entrepreneurial orientation did not influenced techno-entrepreneurial relationship marketing; techno-entrepreneurial relationship marketing influenced responsiveness capability, interaction proactiveness, and marketing performance significantly.