VCO home industry business is one of the leading processing businesses in Bulo Village, Sidenreng Rappang Regency. The marketing concept used by VCO business actors is to use entrepreneurial marketing whose activities are prioritized to be more flexible in dealing with outside business competition. This study identified the factors that influence entrepreneurial marketing and the stages of entrepreneurial marketing on business development and sustainability. The analytical tool used in this research was Structural Equation Modeling (SEM) analysis with approach Partial Least Squares (PLS). This study indicated that entrepreneurial marketing has a significant indirect effect on the sustainability of the VCO business of women farmer groups in Bulo Village, Sidenreng Rappang Regency through business development.

Topics
Coronaviruses, Industry, Statistical analysis, Partial least squares
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