This study aims to develop an empirical research model based on the synthesis of a new concept called sharing the value of relational capital. The new concept generated in this study is expected to be able to provide a key role for research solving the influence of entrepreneurial orientation on the marketing performance of MSMEs in the city of Semarang. With a quantitative research design, this study tested the empirical research model on existing MSME industries in the city of Semarang by using 130 research samples. Data analysis was carried out using Amos 25. The results of this study showed that all the hypotheses proposed in this research model were accepted as indicated. with the statistical significance of testing using the software. This study has limitations, including not being able to define specifically the organizational culture environment. In addition, the sample used is only limited to organizations engaged in the manufacturing industry in the province of Central Java. Specifically, the role of the new concept of sharing the value of relational capital can be used as a key strategy for improving the marketing performance of SMEs.

To boost sales performance through marketing and a focus on entrepreneurship, this study developed and suggested a new fundamental model by adopting a variable valued-based selling capability. The model was tested on 110 respondents who were chosen through purposive sampling from a shipping business in Surabaya. Four hypotheses were suggested using quantitative research methods with Amos 22 as a data analysis tool. The results showed that the concept successfully drove sales performance, so the valued-based selling capability became an indicator of the key to success, demonstrating different marketing strategies for improving sales performance. Keywords: Marketing Support Advantage, Entrepreneurial Orientation, Valued Based Selling Capability, Sales Performance

Penelitian ini bertujuan untuk mengembangkan model konseptual baru berdasarkan peran E-WOM (Electronic Word Of Mouth) sebagai variabel mediasi. Kritik akademik dilakukan sebagai upaya meningkatkan pertemuan antara Green environment dan media sosial untuk meningkatkan tingkat hunian hotel bagi generasi milenial.Metodologi studi struktural yang digunakan dalam penelitian ini dengan mengambil sampel sebanyak 160 pengunjung hotel di Kota Semarang dan telah meluangkan waktunya secara individual. Dengan sukarela memberikan wawancara dan mengisi kuesioner dalam proses pengumpulan data model diuji dan dihipotesiskan menggunakan Amos 25 dan dari sekitar 160 sampel dianalisis lebih lanjut. Hasil hipotesis penelitian yang diajukan dalam penelitian ini diterima dan terdapat dua strategi untuk meningkatkan intention to stay. Penelitian ini juga memberikan implikasi praktis dan teoritis.