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Abstract

This study aims to determine and understand how entrepreneurial orientation, brand trust, and value creation can influence marketing performance in Creative SMEs in Bengkayang City. This study uses a quantitative research method with a questionnaire as the data collection method, where the sample used in this research consists of 120 MSME owners/managers. The sampling technique in this study employs a stratified random sampling method. Data analysis was conducted using the SEM (Structural Equation Modeling) technique with AMOS version 26.0. The research results show that entrepreneurial orientation does not have a positive influence on the marketing performance of Creative MSMEs in Bengkayang City, followed by brand trust which has a positive influence on marketing performance, then entrepreneurial orientation and brand trust have a positive influence on value creation, and the final hypothesis is that value creation does not have a positive influence on marketing performance.

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Cinda, J., Hiong, L. S., & Siam, S. T. (2025). The Influence of Entrepreneurial Orientation and Brand Trust on Marketing Performance with Value Creation as a Mediating Variable in Creative SMEs in Bengkayang City. Amkop Management Accounting Review (AMAR), 5(2), 488–495. https://doi.org/10.37531/amar.v5i2.2883
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