The role of Micro, Small and Medium Enterprises (SMEs) are very important in the developing countries, such as Indonesia. However, management and the government still less than optimal attention to SMEs, so that they have not been able to develop optimally. In fact, as the foundation of the country's economy, SMEs play an important role when the beginnings of the ASEAN Economic Community (AEC). Entrepreneurial Marketing is a marketing activity by small and medium scale enterprises (SMEs) using an entrepreneurial approach. In the Marketing 3.0 era, marketing is translated as the triangle brand through 3i Model. This research analyzed the influence of the 3i model on consumer purchasing decisions in souvenirs center “Pasar Genteng”, Surabaya. Sampling technique used in this research is purposive sampling of 50 consumers to analyze the impact of 3i model on consumer purchasing decisions of SMEs in “Pasar Genteng”. Data were analyzed using IBM SPSS Statistics 22. The results of multiple linear regression analysis showed R2 value of 0.123. Based on the interpretation of the analysis results can be explained that based on the 3i Model only brand integrity that affect consumer purchasing decisions in “Pasar Genteng”, Surabaya. Entrepreneurial Marketing Strategy can be developed based on the result from this research.
Keywords: entrepreneurial marketing, SMEs, 3i Model, Marketing 3.0, purchase Decision