Improving Marketing Performance of the Indonesian Apparel Sector through Marketing Orientation and Market Sensing Capability

Wisnujati, Nugrahini Susantinah (2020) Improving Marketing Performance of the Indonesian Apparel Sector through Marketing Orientation and Market Sensing Capability. Primrose Hall Publishing Group-United Kingdom. (Unpublished)

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Abstract

The present study attempts to examine the impact of marketing orientation and market sensing capability in improving the marketing performance of the apparel sector through the mediating role of quality-based differentiation. The primary data has been collected from 308 respondents of the apparel industry in Indonesia. To examine the impact of incorporated variables on the marketing performance, a confirmatory factors analysis and the structural equation modelling approach were incorporated in the study. Several tests were applied, including descriptive analysis, KMO and Bartlett’s test, rotated component matrix, and convergent and discriminant validity. The results show significant differences in direct and indirect effects. The direct effects indicated that market sensing capability and responsive market orientation are the significant and positive drivers of marketing performance, while no significant statistical association was found between proactive market orientation and marketing performance. Furthermore, the indirect effects show that quality-based differentiation significantly mediated the relationship of responsive market orientation and marketing performance. In addition, it acts as a significant mediator between proactive market orientation and marketing performance. In contrast, no mediation of quality-based differentiation is observed in the relationship between market sensing capability and marketing performance. The study also embraces several theoretical, practical, and policy-making implications for marketing management practitioners and strategy developers to attain high levels of marketing performance. In the last section of this article, various limitations have been provided along with recommendations for in-depth findings by future researchers. Keywords: Marketing performance, Marketing orientation, Market sensing capability, Quality-based differentiation, Indonesia.

Item Type:	Other
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	Faculty of Agriculture > Agribusiness Study Program
Depositing User:	Sulimin BP3
Date Deposited:	31 Mar 2021 05:28
Last Modified:	31 Mar 2021 05:28
URI:	http://erepository.uwks.ac.id/id/eprint/8683

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