Exploring The Effects Of Entrepreneurship Competency And Environmental Adaptability On Marketing Performance: Business Strategy Mediation In Himki Jepara

. This research investigates the influence of entrepreneurial competence and the ability to adapt to the environment on marketing performance in Small and Medium Enterprises (SMEs) in the furniture industry sector in Jepara, by considering the mediating role of business strategy. In the midst of globalization and intense competition, entrepreneurial competence, which includes managerial ability, innovation and risk taking, as well as environmental adaptability, which includes flexibility and response to market changes, have become key factors in improving marketing performance. This research uses a quantitative approach with correlational study methods and Partial Least Squares (PLS) statistical techniques to analyze data from 194 respondents who are members of the Jepara Indonesian Furniture and Crafts Industry Association (HIMKI). The research results show that entrepreneurial competence and environmental adaptability have a positive and significant influence on marketing performance. In addition, business strategy functions as a mediator in the relationship between entrepreneurial competence and marketing performance as well as between environmental adaptability and marketing performance. These findings emphasize the importance of developing entrepreneurial competence and adaptability as factors that not only have a direct impact on marketing performance but also through more effective business strategies. This research provides valuable insights for furniture entrepreneurs in Jepara in optimizing their marketing performance in a dynamic and competitive business environment.


INTRODUCTION
In the era of globalization and increasingly fierce business competition, the role of Micro, Small, and Medium Enterprises (MSMEs) is becoming increasingly important in driving a country's economic growth.In Indonesia, SMEs have proven to be the backbone of the national economy, especially in facing various economic crises.One of the SME sectors that has great potential is the furniture industry, with Jepara as one of its centers which is well known nationally and internationally (Yaskun et al., 2023) .
In context this, Set Industry Indonesian Furniture and Crafts (HIMKI) Jepara play role strategic in optimizing potency industry furniture and crafts in the area This.As organizing association perpetrator business in the sector furniture and crafts, HIMKI aims For advance industry with strengthen cooperation between members and provide necessary support For face challenge global market.With the existence of HIMKI, it is hoped industry furniture Jepara can increase Power competition, expanding network market, and contribute more big to growth economy national.

EXPLORING THE EFFECTS OF ENTREPRENEURSHIP COMPETENCY AND ENVIRONMENTAL ADAPTABILITY ON MARKETING PERFORMANCE: BUSINESS STRATEGY MEDIATION IN HIMKI JEPARA
The phenomena currently occurring in the Jepara furniture industry are increasing global competition, uncertain fluctuations in market demand, and rapid changes in consumer preferences (Nurul, M., Reza, H., & Tony, MM 2023).This results in a big challenge for furniture entrepreneurs in Jepara in maintaining and improving their marketing performance.
In facing this challenging situation, entrepreneurial competency and the ability to adapt to the environment are two crucial factors that furniture entrepreneurs in Jepara need to have.
Entrepreneurial competence includes various aspects such as managerial ability, innovation, risk taking, and market orientation.Meanwhile, the ability to adapt to the environment involves flexibility in facing change, the ability to read market trends, and speed in responding to new challenges and opportunities (A et al., 2023) .

Entrepreneurship Competency
Entrepreneurship competency is a multidimensional concept that has become the focus of research in the fields of entrepreneurship and strategic management.This concept refers to a series of knowledge, skills and attitudes possessed by an entrepreneur that enable him to run and develop a business effectively and efficiently.(Cruz-Sandoval et al., 2023) (Monterrey & Monterrey, 2020) Entrepreneurial competence is defined as the foundational traits-such as general and specialized knowledge, motivations, characteristics, self-perception, social roles, and abilities that contribute to the creation, sustainability, and expansion of a business venture.This definition emphasizes that entrepreneurial competence is not only about technical skills, but also includes psychological and social aspects that shape entrepreneurial behavior.

Environmental A adaptability
Environmental adaptability is a crucial concept in strategic management and organizational theory.This concept refers to the capacity of an organization or company to respond, adapt to, and even take advantage of changes in its business environment.In an e-ISSN : 3046-9376, and p-ISSN : 3048-0396, Page.274-289 increasingly dynamic and uncertain context, the ability to adapt to the environment becomes a determining factor for organizational survival and success.
Organizational contingency theory, developed by Lawrence and Lorsch (1967), emphasizes the importance of the fit between organizational structure and the external environment.They argue that organizations that are able to adapt their structures to environmental demands will be more effective than those that are not.This concept is the basis for understanding the ability to adapt to the environment in an organizational context.(Bartocci et al., 2023) developed a typology of adaptation strategies consisting of four types: Prospector, Analyzer, Defender, and Reactor.This typology describes the various ways organizations adapt to their environment.Prospectors actively seek new opportunities, Analyzers balance stability and innovation, Defenders focus on efficiency in a stable domain, while Reactors tend to be passive and less able to adapt.Understanding these types of adaptation is important in evaluating an organization's adaptability.

METHODS
Study This use approach quantitative For measure and analyze connection between the variables studied in a way numeric and statistics.Method applied is studies correlational, purposeful For determine connection between variable independent with dependent.Data is collected from sample of MSME Members of HIMKI Jepara about competence entrepreneurship, ability adaptation environment, and strategy business.Technique statistics correlation will used For analyze data and identify strength as well as significance connection between variable the.

a. Population
Population refers to a broad group of objects or subjects with specific qualities and characteristics defined by researchers, from which conclusions are drawn (Sugiyono, 2016).In this study, the population comprises 380 MSMEs that are members of the Indonesian Furniture and Crafts Industry Association (HIMKI) in Jepara.

b. Sample
To determine the sample size for this study, the Slovin formula is used due to the unknown population size.The following is Slovin's formula (Kuncoro, 2013: 140).Hypothesis tested through analysis path and test Sobel For evaluate influence mediation.

a. Convergent Validity Test
The results of this research's convergent validity testing can be observed using the outer loading values which are summarized in Table 2 below.4.9, the value of the Goodness of Fit (Gof) test in this study is 0.618 and is included in the strong criteria, namely >0.36, so that there is suitability or suitability of the model between the observation results and the frequency obtained from the expected value.

b. Coefficient of Determination (R-Square)
R-squared is a measure used to assess the extent of the influence that the independent variable has on the dependent variable.An R-squared value of 0.67 indicates a strong influence, 0.33 represents a moderate influence, and 0.19 signifies a weak influence.The coefficient of determination (R-squared) results for this study are presented in Table 5 below.5, it shows that the R-square value for MSME performance is 0.309 while the adjusted R-square value is 0.294.Indicates all exogenous constructs Together have an impact of 30.9% on Y, which can be considered a weak influence.Meanwhile, the remaining 69.1% can be explained by other variables and indicators not described in this study.

c. Effect Size 𝒇𝟐
This test is carried out to determine the prediction capability of how good the resulting value is, if the resulting value is 0.002 (small), 0.15 (medium), 0.35 (large) it has an effect at the structural level.Based on data processing that has been carried out using SmartPLS version 4.0, the effect size is obtained in table 6 below.

d. Predictive Relevance (Q-Relevance Predictive)
The predictive relevance value of this research is shown in the path model which is considered to be able to predict or measure how well the data evaluates the model.Table 4.12 below shows the results of the predictive relevance values.

Q²predict Marketing performance Strategy business
Source: Processed Primary Data, 2024 Based on Table 4.12, it shows that the calculated value of  2 for the marketing performance variable has a value of  2 of 0.577, and for the business strategy variable it has a value of 2 of 0.480.From these two results it can be seen that the magnitude is more than 0 (zero), so it can be concluded that the dependent variable has predictive relevance.

a. Direct Effect Test Results (Direct Effect)
The results of direct influence testing were carried out by looking at the original sample values and t-statistics.A measurement can be said to be significant if it is >1.66 with a significance level of 5%.The direct effect path coefficient values are shown in the following table.

EXPLORING THE EFFECTS OF ENTREPRENEURSHIP COMPETENCY AND ENVIRONMENTAL ADAPTABILITY ON MARKETING PERFORMANCE: BUSINESS STRATEGY MEDIATION IN HIMKI JEPARA
of resources, ultimately increasing the effectiveness of business strategies.This research reinforces the importance of entrepreneurial competence in developing competitive business strategies.

c. The Effect of Environmental Adaptability on Marketing Performance
The results of testing the third hypothesis show that environmental adaptability has a positive and significant effect on marketing performance, with an original sample value of 0.348 and a t-statistic of 2.950 and a p-value of 0.002.These findings underscore the importance of the ability to adapt to changes in the market environment in improving marketing performance.Companies that are able to adapt to changing market trends, regulations, and technology can maintain their relevance and increase marketing efficiency.
Strong adaptability allows companies to be responsive to rapidly changing market dynamics, which contributes to achieving better marketing results.

d. The Influence of Entrepreneurial Competency on Business Strategy (Repeat)
Retesting the second hypothesis strengthens previous findings that entrepreneurial competence has a significant effect on business strategy.With an original sample value of 0.275 and a t-statistic of 2.943 and a p-value of 0.000, these results show the consistency that entrepreneurial competence directly influences the effectiveness of business strategy.This confirms the important role of entrepreneurial competence in the development of appropriate and adaptive strategies to face market challenges.

e. The Influence of Environmental Adaptability on Business Strategy
The fifth hypothesis which states that environmental adaptability influences business strategy is accepted with an original sample value of 0.339 and a t-statistic of 2.950 and a pvalue of 0.002.These findings suggest that the ability to adapt to changes in the market environment contributes to the development and implementation of more effective business strategies.Adaptability allows companies to adjust their strategies according to dynamic market conditions, which can increase the effectiveness of business strategies.

CONCLUSION
This research confirms that entrepreneurial competence and environmental adaptability have a positive and significant effect on marketing performance.High entrepreneurial competence contributes to improving marketing performance and the effectiveness of business strategies.On the other hand, the ability to adapt to changes in the market environment also improves marketing results and supports the development of more effective business strategies.Interestingly, the results of this study also show that business strategy mediates the relationship between entrepreneurial competence and marketing performance, as well as between environmental adaptability and marketing performance.This indicates that entrepreneurial competence and environmental adaptability function as important inputs in the formulation and implementation of business strategies which ultimately improve marketing performance.Therefore, focusing on developing entrepreneurial competencies and adaptability not only has a direct impact on marketing performance but also through strengthening business strategies.These findings underline the importance of business strategy integration as a mediator in efforts to achieve optimal marketing results in a dynamic business environment.

Indicators
e- e-

Table 2 .
Of Outer Loading ValuesBased on Table2, the overall value of outer loading is > 0.60.These results show all instrument items used as variables in this research it was declared feasible (valid).

THE EFFECTS OF ENTREPRENEURSHIP COMPETENCY AND ENVIRONMENTAL ADAPTABILITY ON MARKETING PERFORMANCE: BUSINESS STRATEGY MEDIATION IN HIMKI JEPARA 281
To see the convergent validity test through the Average Variance Extracted (AVE) value can be seen in Table3 below: IJEMA-VOLUME. 1, NO. 3, SEPTEMBER 2024

Table 2 and
Table 3, it can be stated that the instruments (items) used in this research meet convergent validity, namely with an outer loading value > 0.60 and an AVE value > 0.50.This means that these instruments and variables can explain more than half of the indicator variables.

Model Testing (Inner Model) a. Goodness of Fit (GoF)
The Goodness of Fit value in this study aims to test the suitability or goodness of the model.The results of the GoF values in this study can be seen in table 4 as follows:

Table 6 .
Effect Size Values

Table 8 .
Path Coefficients (Direct Effect) Influence Competence Entrepreneurship to Performance Marketing : Hypothesis first to state that competence entrepreneurship influential to performance marketing has accepted.With the original sample value is 0.276 and the t-statistic is 2.719, which exceeds threshold limit of 1.66, as well as a p-value of 0.003 which is significant, results This show that competence entrepreneurship own influence positive and significant to performance marketing.That means, more and more tall competence entrepreneurship, increasingly good performance too marketing that can achieved.