THE EFFECT OF ENTREPRENEURIAL MARKETING PERCEPTIONS ON MSMEs BUSINESS PERFORMANCE DURING COVID-19 PANDEMIC IN BOGOR CITY

: This study aims to analyze the factors that affect the business performance of Micro, Small and Medium Enterprises (MSMEs) during the COVID-19 pandemic in Bogor City. The research was carried out during January-February 2021 on 150 MSME respondents with the criteria of a food processing business, a minimum business age of 2 years or have opened a business before the pandemic period. The data processing method employed in the form of quantitative descriptive analysis, cross-tabulation and using the SEM-PLS. The results showed that the characteristics of the business doers described by gender, age, educational background, reasons for pursuing a business, initial work before starting a business, the beginning of running a business, length of business which reflected by age and education level had a correlation with production techniques on internal environmental factors. External environmental factors have a significant positive effect on entrepreneurial marketing and performance which are explained by government policy aspect, socio-cultural and economic aspect, role of related institutions aspect and aspect of competitors, from these indicator variables, socio-cultural and economic aspects most reflect the external environment from the business doers. Internal environmental factors have a positive and significant effect on entrepreneurial marketing, but on the contrary, the higher the internal environmental factors, the lower the business performance. Entrepreneurial marketing shows a significant and positive influence on the business performance of MSMEs in Bogor City with a proactive indicator that can reflect entrepreneurial marketing, while business performance is reflected by the customer growth indicator.


INTRODUCTION
The ongoing COVID-19 pandemic has a significant impact on various sectors of life particularly in the economic aspect (Fernandes, 2020). From the survey of the International Monetary Fund (2020), several institutions have even predicted a world economy weakening and gave a projection to global economic growth which will be minus 3% rate. According to Thaha (2020), the Micro, Small and Medium Enterprises (MSMEs) are the front guard sectors which experiencing instability as the effect of the COVID-19 pandemic and its survey showed that more than 50% of MSMEs are indicated to suffer significant losses. The losses due to the COVID-19 pandemic in the MSMEs sector have a great contribution to Indonesia' economic development where business doer felt the direct impact in a form of decreasing sales rate due to the low demand of customer goods. Therefore MSMEs sector must come up with strategies to survive and to adapt to any condition that occurs in their way.
During the COVID-19 pandemic situation, there were 37,000 MSMEs reported statements of detrimental losses where it estimated 56% of MSMEs experienced a sales decline, 22% reported problems in the financial aspect, 15% reported problems related to goods distribution, and 4% as the rest experienced difficulty in getting raw materials (http://kemenkopukm.go.id, 2020).
The economy becomes unstable which is not only felt by individuals and households but also companies, MSMEs, and even on a larger scale such as the economy of countries around the world (Cepni, 2020). The consumption patterns of people who live in countries experiencing the impact of the pandemic are changing (Chetty et al. 2020). The intense level of competition, many products (brands) and their private shops are unregistered, low competitive power in price bargaining, limited information and lack of insight about the preferred market are some problems faced by many MSMEs during this pandemic time. Solving these described problems then requires methods and strategies to find solutions which right on target where one of the approaches currently developing in the marketing application for MSMEs actors is an entrepreneurial marketing strategy.
The purposes of this study are to analyze the characteristics of MSMEs business doers during the COVID-19 pandemic in Bogor City, analyze the external and internal environmental factors, also the entrepreneurial marketing strategy in influencing MSMEs performance during the COVID-19 pandemic in Bogor City.
This research is focused on several aspects, such as for research respondents are selected from the business owner of MSMEs in food processing type in Bogor City, the business is already running at least within two years, and is still open during the COVID-19 pandemic and this study was conducted for assessing the business performance within a limited scope in terms of analyzing factors which come from external and internal environments and also the entrepreneurial marketing strategies during the COVID-19 pandemic. The researchers intentionally choose a business owner to be the main actor in a successful MSMEs business performance in Bogor City. As for the research data are primary data obtained from results of questionnaires, secondary data from previous researches, books, and journals related to this study and equipped with in-depth interview methods.
Entrepreneurial marketing is often associated with marketing activities in small companies which only have limited resources, therefore, must rely heavily on suitable creative and strategic selection. Sarma (2013) describes entrepreneurial marketing as a new science in marketing research that plays as a reflection of the proactive attitude of business doers in identifying and exploiting many opportunities to get and retain their customers through various innovative approaches, high ability in managing business risk, maximize resources, create added value also skill in maintaining the relationships with their stakeholders through various concepts of entrepreneurial characteristics.

METHODS
The data applied in this research consist of primary and secondary data. The primary data are qualitative data using interview method to MSMEs business actors which obtained by distributing limited questionnaires to 150 food processing MSMEs in Bogor City. The questionnaires were given online through the Google form application and distributed via social media (WhatsApp) along with a direct observation method to MSMEs entrepreneurs as the respondents.
in this research is intended to examine the relationship between characteristics of respondents to the factors that influence the performance of MSMEs during the COVID-19 pandemic in Bogor City which is the relationship between gender, age, education level, reasons to pursue a business, the previous work before their current business, the beginning story of running their businesses and the length of business time to the internal environmental factors.
The Chi-Square hypothesis for this research is: H 0 : There is no relationship between the characteristics of respondents to internal environmental factors (LI) H 1 : There is a relationship between the characteristics of respondents to internal environmental factors (LI) While the basis for Chi-Square decision making is: The calculated chi-square value > chi-square table or the chi-square significance value < (5%), then H 0 is rejected. The calculated chi-square value < chi-square table or the chi-square significance value > (5%), then H 0 is accepted.
SEM-PLS path modelling in Figure 2. The hypotheses was constructed based on these descriptions and from While secondary data were supporting data from primary data which was obtained through literature studies from various sources, both official publications such as journals, books, research results or limited publications from data archives of institutions or agencies related to this research. In the questionnaire form, the researchers used a Likert scale based on the level of respondents' agreement on every indicator with a Likert scale value range from one (1) to seven (7), namely 1 (strongly disagree), 2 (disagree), 3 (somewhat disagree), 4 (neutral/either agree or disagree), 5 (somewhat agree), 6 (agree), 7 (strongly agree). The Likert scale was used to measure the observed variables on the research questionnaire. In this research, the usage of the Likert scale is divided into seven scales or scores. The usage of the seven Likert scales has good validity, reliability, discrimination and stability indices (Budiaji, 2013).
The weights will be grouped according to each variable used (Budiaji, 2013). After the next value of weighted result is obtained, the average value from each variable will be determined, and it will be interpreted according to a predetermined rating scale to find the distribution of respondents' answers from the questionnaire results as displayed in Table 1

Characteristics of Respondents
In this research from Table 3, out of 150 respondents (as total population) of food processing MSMEs business doers, 110 respondents answered questionnaires online and 40 respondents filled the questionnaires in the paper (manual way) due to the limited use of technology and also by direct visits from the researchers to their business places. Meanwhile, 127 respondents are the business doers or the business owners while 23 respondents are the employees or assistants from the business owners that can't be present at that time because of ill or out of town.
production (LI3) because they have a significancevalue of 0.001 and 0.049, which means that different age or education level will have a different value of perception on the production technique (LI3).

External Environment Factors
The external factors are the factors from a person to choose to work in a particular place.

Internal Environment Factors
According to Table 6, internal environmental variables were found in a very high category with an average value of 5.12. This value indicates that the condition of respondents' internal environment is in very good condition. The highest average value of 5.78 is found in the marketing indicator (LI4) and becomes the main factor that supports the MSMEs business run, especially during the COVID-19 pandemic time, and the business doers are asked to market their products online (marketplace, certain websites or social media) and offline activities in getting customer order to maximize the sales.

Entrepreneurship Marketing Indicators
According to Table 7, Entrepreneurial marketing has an average value of 5.54 with a proactive indicator (KP2) average value of 6.09 as putting in a very high category. Then from this result, it can be concluded that business doers are making active participation in marketing their products during the pandemic time, particularly by using technology adoption for online sales.

Chi-Square Test
The Chi-Square test was carried out on 150 business doers as the object of this research and according to the cross-tabulation results as displayed in Table  4 is found that not all respondents' characteristics which based on gender, age, education level, reason, previous job, beginning of their businesses, and length of their business time has a relationship with internal environmental factors.
The result from Table 4 can be concluded as even though there are many scores > 0.05 but there are few scores < 0.05, and the characteristics of age and education level have a correlation (relationship) with technical  The value creation is the second indicator that influences entrepreneurial marketing with an average value of 5.91 which followed by opportunity indicator with an average value of 5.76, innovation-focus indicator with an average value of 5.72, customer intensity indicator with an average value of 5.42, resource utilization indicator with an average value of 5.00 and risk-taking indicator with an average value of 4.93. The risktaking indicator has the lowest value because many business doers did not predict in prior time of COVID-19 happening in early March 2020, therefore many MSMEs businesses were not prepared to face the risks and get impacted due to the pandemic.

MSMEs Busines Performance Indicator
The business performance indicator in this research has an average value of 5.21 according to Table 8. While the indicator found in a very high category is the increase in income with an average value of 5.32, followed by the sales volume indicator with an average value of 5.19, and the customer growth indicator with The growth rate of COVID-19 cases in Bogor City has certainly had an impact on people's lives since social or physical distancing was implemented, the implementation of strict health protocols and the temporary closure of business premises affected the technical production of MSMEs.
The external environment variable has a correlation value of 0.176 while the internal environmental variable has a correlation value of 0.603 on entrepreneurial marketing with a proactive value (KP2) of 0.847. In other words, it can be concluded that the indicator shows the level of proactiveness in introducing new products or services, especially through online sales.
an average value of 5.14. From the tabulation results can be concluded that the rising demand for products comes in online sales, therefore, MSMEs business doers try to increase the amount of production compared to the year before the pandemic. As a result sales volume increases and customer growth rates also increase because sales are made online where it can be accessed anywhere by anyone without being hindered by direct (face-to-face purchases) sales, in particular with the help of sales activities from the marketplace or online motorcycle taxi applications (ojek online) which have a food ordering feature in their service lists.

Outer Loading
This research is analyzing the external environmental factors, internal environmental factors and entrepreneurship marketing on the MSMEs performance during the COVID-19 pandemic in Bogor City. The result from data processing by employing SEM-PLS ( Figure 3) is concluded as the external environmental factors to internal environmental factors found to have  Figure 3. Outer loading be said that LI4 is the indicator that has the greatest contribution to the internal environment.
In the entrepreneurial marketing latent (KP), the proactive indicator (KP2) has the highest outer loading value of 0.847, then KP2 became the indicator that has the greatest contribution to entrepreneurial marketing.
In the latent business performance (KU), the customer growth indicator (KU2) with an outer loading value of 0.958 as the highest value became the indicator that gave the greatest contribution to performance.

Discriminant Validity
Discriminant validity result in Table 10 showed the cross loading value of each item against its construct is greater than the loading value with other construct. Based on these results, it can be stated that the indicators used in this study do not have problems and already have a good discriminant validity in compiling their respective variables.

Reliability Test
According to the calculation result displayed in Table 11 then it can be concluded all variables have an AVE value > 0.5, thus it is proven that all indicators employed in this research are variables that have sufficient reliability or those that can measure constructs.
The external environment variable on business performance has a correlation value of 0.295 and the entrepreneurial marketing variable has a correlation value of 0.543 with the customer growth indicator (KU2) having the highest value of 0.958 so it can be concluded that the external environmental variable has an effect (or influence) on the increase in customer growth during the COVID-19 pandemic because many business doers utilize e-commerce application to boost their online sales. While the internal environment variable has a correlation value of -0.133 to the business performance variable due to the internal environmental indicators that have decreased performance especially during the COVID-19 pandemic, or in other words, the higher the internal environment value, the lower the business performance value.

Convergent Validity
After the SEM-PLS calculation process is finished, then the best model for this research is obtained with a loading factor value for each indicator found to be > 0.6. The Smart-PLS 3.0 is employed as a data analysis tool and the SEM is an analytical tool with a regression-based approach to testing the research model by several constructs and measures, while PLS is used for exploratory researches such as the nature of this research According to Table 9, the calculation results showed the outer loading value > 0.6 hence all indicators are considered as valid or all indicators can give a clear explanation of the latent variables, so there is no need to reduce the indicator numbers.
Outer loading is the value used to determine which variables best contribute to each indicator from LE1 to KU3, and which variables contribute the most to the latent external environment (LE), the internal environment (LI), entrepreneurial marketing (KP) and business performance (KU). The external environment latent (LE) variable (LE) has a socio-cultural and economic indicator (LE2) as the highest value of 0.830 where it can be concluded that the LE2 indicator is the indicator that has the greatest contribution to the external environment and the latent internal environment (LI) has a marketing indicator (LI4) with an outer loading value of 0.769 which can  The goodness of fit Test The R2 value can use for assessing the influence of independent latent variable on the dependent latent variable in finding out whether it has a substantive effect or not, therefore the higher the value of R 2 , the greater the ability of the independent latent variable able to explain the dependent latent variable (Ghozali, 2015). Moreover, Ghozali added (2015), when the results of the R 2 value is 0.67 then it indicates the model is categorized as substantial, while 0.33 indicates the model is categorized as moderate, and 0.19 indicates the model is categorized as weak.
The R-Square in path analysis. When the value shows Q2 > 0 then the model has predictive relevance, but conversely when the value of Q2 < 0 then it shows the model lacks predictive relevance. Calculation of the total Q2 value of the MSMEs business performance factor variables is conducted with the following formula: The value indicates that the available information (87.86%) can be explained by the model, while the rest of 12.14% is explained by other variables that are not yet included in the model also from elements of error.

Bootstrapping Evaluation
Testing in this research is employed bootstrapping processing from SmartPLS version 3.0. according to Figure 3, the variable model that has a significant positive effect is indicated by condition of t-value > t-table = 1.96 and P-value > 0.05. Figure 16 shows the results of calculations by employing SEM-PLS which is stated as follows: Figure 4. Boootstrapping The external environmental factor variable (LE) and the entrepreneurial marketing variable (KP) has a positive and significant relationship, this is evident by the positive value on the outer loading and the t-value is higher than the t-table value at a significance level of 5%. Based on the results obtained, the t-value > t-table is 2.604 > 1.96, as shown in Table 16 which shows a positive coefficient value of 0.176. This value means that hypothesis two (H2) is accepted on the consideration that the higher the external environmental factors (government, socio-cultural and economic policies, competitors, and the role of related institutions) the higher the entrepreneurial marketing variable during the COVID-19 pandemic in Bogor City.
H a3 : The external environmental factor (LE) has a positive and significant relationship to the MSMEs business performance variable (KU).
According to table 13, the outer loading value from the external environment (LE) on the business performance variable (KU) is positive and has a significant effect because of t-value is higher than the t-table value at a 5% significance level. Where the calculation result obtained is t-value > 1.96 or 3.593 > 1.96 with a positive coefficient value of 0.295, therefore the third hypothesis (H3) is accepted and can be concluded that external environmental factors (LE) have a positive and significant relationship to the MSMEs business performance variable (KU).
H a4 : The internal environmental factor (LI) has a positive and significant relationship to the entrepreneurial marketing variable (KP).
Entrepreneurial marketing (KP) has a positive and f. significant relationship to business performance (KU). T-test statistical result on the PLS output showed that the t-count value (6.667) > T-table (1.96) which means that it rejects H06 and accept Ha6 on the sixth hypothesis.

Hypothesis Testing
H a1 : The external environmental factor has a significant and positive effect on the internal environmental factor in MSMEs business in Bogor City.
The external environmental factor (LE) and internal environmental factor (LI) variables have a positive and significant relationship with the evidence of outer loading value in a positive value, and the t-value is higher than the t-  Lanang et al. (2015), stated that the success of the business performance of MSMEs in the Bangli Regency is influenced by some factors in entrepreneurial marketing. The effect of entrepreneurial marketing factors on business performance can be analyzed based on the results of the t-test, while the entrepreneurial marketing factor (KP) and business performance (KU) variables have a positive and significant relationship. This is evidenced by the positive value on the outer loading, and the t-value is greater than the t-table at the significance level of 5%. The results obtained are t-value > t-table or 6.667 > 1.96 and a coefficient value of 0.543, then hypothesis six (H6) is accepted, meaning that entrepreneurial marketing factor has a significant positive effect on business performance. Customer growth is one of the indicators in measuring business performance and it can be seen how MSMEs can compete with similar competitors in providing likeable products so that there are still many orders arrived from the customers.

Managerial Implication
The characteristics of the majority of business doers/ owners are dominated by female owners with a productive age ranging from 30-40 years, by these characteristics, it is expected that the business actors keep having the enthusiasm to develop their business and create product innovations to make their products still likeable to customers. The educational background of Senior High School (SMA/SMK/MA) is not a barrier for the business doers to open their businesses, however, the mindset of business doers with a higher education level will influence the better decisions chosen due to the learning process, and experience can provide better decisions and directions to increase their creativity and productivity in developing their business.

Many MSMEs business doers open their businesses
based on their initiative, even though at first they were employees or private employees but by the consideration that these businesses seemed profitable and also from their business time which in average has been built for > 3 years, this can be seen in the impact of the pandemic where lots of companies must make many terminations of employment (PHK) which have The influence of the internal environmental factor on the entrepreneurial marketing variable can be analyzed based on the t-test results, where the internal environmental factors (LI) and entrepreneurial marketing variable (KP) variable has a positive and significant relationship. This is evidenced by the positive value on the outer loading, and the t-value is greater than the t- As previously stated, the use of technology makes it easier for business doers to communicate with customers directly through social media. although it is still found that business doers are not too proficient in using sales applications on the marketplace, especially for business doers in age > 40 years. Therefore, there is a need to make an approach or continuing training from government or related agencies as a forum for business doers to gain knowledge about online marketing and how to manage business systems during the pandemic time.

Conclusion
The conclusion obtained from the description of this research is the factors that influence the MSMEs business performance in Bogor City which are the external environmental factors, the internal environmental factor and the entrepreneurial marketing factor. For respondents' characteristics are found two dominant indicators namely age and education background which have a correlation with internal environmental factors.
The external environmental factors which consist of aspects of government policy, socio-cultural and economic and the role of related institutions have a significant and positive effect on internal factors of MSMEs which are reflected by socio-cultural and economic aspects. Whereas for internal environmental factors which consist of aspects of human resources, financial, production technique and marketing and being reflected by the production technique aspect, however, do not have a negative and significant effect on the MSMEs business performance. The entrepreneurial marketing factor which consists of seven aspects, namely focuses on innovation, proactiveness, opportunity, resource utilization, risk-taking, customer intensity, and value creation, is represented by proactive aspects that can reflect marketing factors on MSMEs performance. Finally, the MSMEs business performance consists of three aspects, namely, increased revenue, customer growth and sales volume as three indicators that can be reflected by the customer growth aspect.
caused former employees switching to open a business, but there are many numbers of employees that have opened their businesses as an alternative hobby, also there is an awareness initiative to help the government in creating jobs. Not only that, many MSMEs in Bogor City have been running for > 3 years which identifies that business doers already have businesses before the pandemic hit and these businesses are still operating, while the ability of business doers to maintain their existence in competition becomes an indicator of business success with the most important value is the ability to maintain business resilience despite many challenges ahead.
The external environment, internal environment, and entrepreneurial marketing are factors that contribute to MSMEs business performance. Based on the results of research and discussion, external environmental factors become the supporting factors for MSMEs business activities in the form of government policies and assistance from related institutions which able to facilitate entrepreneurial activities so that business performance will grow better from time to time, with the indicator of socio-cultural and economic aspect having the highest value in reflecting external environmental factors.
While the internal environment with the highest score on the production technique aspect such as the ease of obtaining raw materials and others will motivate business doers to become entrepreneurs or make an improvement on their business performance.
Entrepreneurial marketing has the highest score on the proactive aspect where it reflected how high the activity level of business doers in seeking information about how to develop their business and how to expand their marketing range.
While strategies that can be carried out can utilize the technological advantages such as selling products through the marketplace, website and in collaboration with online motorcycle taxi applications that have a food ordering feature. Business performance is reflected in the aspect of customer growth, wherein this research was found in customer growth during the pandemic increased due to online sales and how business doers promote their products to customers.