Track: Business Management
Abstract
This study aimed to confirm entrepreneurial marketing on innovative capabilities. This population is the manager of coffee shops in Tangerang City, who are members of the Cangkir Jalanan community, amounting to about 118 coffee shops. All mem-bers of this population were research respondents. Structural equation modeling (SEM) was applied with SmartPLS 3.3 software to solve the hypothesis. The study confirms that the influence of entrepreneurial marketing is 0.535 or 53.5% on the innovative ability significantly. The implication of this research is to increase the innovative capability of the Cangkir Jalanan Entrepreneur Community; the cafe manager must build a brand reputation and strive to make the brand easily recog-nized by the public.