"The mediating role of Market Orientation in the relationship between marketing capability and social capital on innovation performance" by Nina Fapari Arif NF, Tri -. Wahyuningsih TW et al.
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ASEAN Marketing Journal

Abstract

Abstract

This study aims to examine the relationships among marketing capabilities, relational capital, market orientation, and innovation performance among Small and Medium Enterprises (SMEs) in Indonesia. A quantitative approach was employed, with data analyzed using the SEM-PLS (Structural Equation Modeling–Partial Least Squares) method via WarpPLS 8.0, which enables effective analysis of nonlinear relationships as well as mediation and moderation effects. The study population consists of SME actors in Indonesia, with a sample obtained through purposive sampling, involving a minimum of 180 respondents. The analysis results show that marketing capabilities have a significant positive effect on both market orientation and innovation performance, directly and indirectly through the mediation of market orientation. In contrast, while relational capital significantly influences market orientation, its direct effect on innovation performance is not statistically significant. The proposed model explains 69% of the variance in market orientation and 77% of the variance in innovation performance. This study underscores the importance of marketing capabilities and market orientation in enhancing innovation performance among SMEs, as well as the mediating role of market orientation in the relationship between relational capital and innovation performance. The findings provide practical implications for SME management, highlighting the need to strengthen marketing capabilities and manage external relationships to foster sustainable innovation.

Keywords: Marketing Capabilities, Relational Capital, Market Orientation, Innovation Performance, SMEs.

Bahasa Abstract

Abstrak

Penelitian ini bertujuan untuk menguji hubungan antara kapabilitas pemasaran, modal relasional, orientasi pasar, dan kinerja inovasi pada pelaku Usaha Kecil dan Menengah (UKM) di Indonesia. Pendekatan kuantitatif digunakan dengan analisis data menggunakan metode SEM-PLS (Structural Equation Modeling-Partial Least Squares) dengan WarpPLS 8.0, yang memungkinkan analisis hubungan nonlinier dan mediasi/moderasi secara efektif. Populasi penelitian adalah pelaku UKM di Indonesia, dengan sampel yang diperoleh melalui teknik purposive sampling, melibatkan minimal 180 responden. Hasil analisis menunjukkan bahwa kapabilitas pemasaran memiliki pengaruh positif yang signifikan terhadap orientasi pasar dan kinerja inovasi, baik secara langsung maupun melalui mediasi orientasi pasar. Sebaliknya, meskipun modal relasional berpengaruh signifikan terhadap orientasi pasar, pengaruh langsungnya terhadap kinerja inovasi tidak ditemukan signifikan. Model yang diuji mampu menjelaskan 69% variabilitas orientasi pasar dan 77% variabilitas kinerja inovasi. Penelitian ini menegaskan pentingnya kapabilitas pemasaran dan orientasi pasar dalam meningkatkan kinerja inovasi UKM, serta peran mediasi orientasi pasar dalam hubungan antara modal relasional dan kinerja inovasi. Temuan ini memberikan implikasi praktis bagi pengelolaan UKM, yang perlu fokus pada penguatan kapabilitas pemasaran dan pengelolaan hubungan eksternal untuk mendorong inovasi yang berkelanjutan.

Kata Kunci: Kapabilitas Pemasaran, Modal Relasional, Orientasi Pasar, Kinerja Inovasi, UKM.

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