Marketing Capability as a Mediator of Market Orientation and Entrepreneurship on Marketing Performance
DOI:
https://doi.org/10.31674/ijrtbt.2025.v09i04.004Abstract
Background: This study examines the influence of market orientation and entrepreneurial orientation on marketing performance and investigates the mediating role of marketing capability in the sarong industry in Gresik, Indonesia. Methods: A quantitative descriptive approach was employed using a structured, closed-ended questionnaire. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0 to assess both direct and indirect relationships among the study variables. Sample: The population comprised all registered sarong industry businesses in Gresik, selected using a census technique. A total of 132 respondents, including business owners and marketing managers or staff, participated to represent organizational-level perspectives. Results: The findings indicate that market orientation and entrepreneurial orientation have positive and significant effects on both marketing capability and marketing performance. Furthermore, marketing capability serves as a significant mediating variable that strengthens the influence of strategic orientations on marketing outcomes. Conclusion: Marketing capability plays a crucial strategic role in linking market orientation and entrepreneurial orientation with marketing performance. Firms that effectively develop and leverage marketing capabilities are better positioned to translate strategic orientations into tangible performance outcomes Implications: Enhancing marketing capabilities—such as market analysis, product innovation, and digital marketing adoption—is essential for improving competitiveness, expanding market reach, and ensuring business sustainability in the sarong industry in Gresik.
Keywords:
Entrepreneurial Orientation, Gresik Sarong Industry, Market Orientation, Marketing Capability, Marketing Performance, SMEsDownloads
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