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Implementation of Techno-Entrepreneurial Relationship Marketing (TERM) Model to Improve Competitiveness of Entrepreneurial Students in Central Java

Year: 2025

Type: conference-paper

Abstract: To bridge the gap between entrepreneurial mindset and marketing effectiveness, thereby gaining a competitive edge, this study aims to develop and evaluate the Techno-Entrepreneurial Relationship Marketing (TERM) paradigm. This research investigates how techno-entrepreneurial relationship marketing, responsiveness capacity, and interaction proactiveness can help student entrepreneurs in Central Java improve their marketing performance. One hundred fifty business owners and managers from Central Java universities participated in this survey-based study. The research results confirm the important role of technology-entrepreneurship linkage marketing as a key mechanism linking strategic firm capabilities based on technology and entrepreneurship with superior market outcomes.

Source: RSF Conference Series Business Management and Social Sciences

DOI: 10.31098/bmss.v5i1.927

Authors: Jati Nugroho, Azizah Azizah, Saptianing Saptianing, Sri Wahyuni, Rif’ah Dwi Astuti, Isnaini Nurkhayati, Alya Hasna Fauziyyah, Slamet Slamet

Institution: Politeknik Negeri Semarang

Language: English

Topic: Entrepreneurship Studies and Influences

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Decent work and economic growth, Quality education

Open Access status: diamond

OpenAlex ID: W4414435086

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