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All Journal Journal Of World Science Enrichment: Journal of Multidisciplinary Research and Development
Titiek Tjahja Andari
Universitas Pakuan
Humanities Computer Science & IT Economics, Econometrics & Finance Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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Mediation of Marketing Capabilities in the Influence of Market Orientation, Entrepreneurial Marketing on the Marketing Performance of Small Businesses in Bogor City Titiek Tjahja Andari; Ngadino Surip Diposumarto; Hari Muharam
Journal of World Science Vol. 4 No. 6 (2025): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v4i6.1435

Abstract

Small businesses play a vital role in Indonesia’s economic development, yet many still struggle to meet the dynamic demands of consumers. This study aims to examine the factors influencing the marketing performance of small businesses in Bogor City by applying both descriptive and verificative research methods. A survey was conducted on 350 respondents to explore the influence of market orientation, entrepreneurial marketing, and marketing capabilities on marketing performance, as well as the mediating role of marketing capabilities. Data was analyzed using Structural Equation Modeling (SEM) with LISREL 10.2 software. The findings indicate that market orientation and entrepreneurial marketing both significantly influence marketing capabilities. In turn, marketing capabilities, market orientation, and entrepreneurial marketing each have a significant direct impact on marketing performance. Furthermore, marketing capabilities mediate the relationship between market orientation and marketing performance and partially mediate the relationship between entrepreneurial marketing and marketing performance. The novelty of this research lies in the proposed mediation model, which links marketing capabilities as a critical pathway through which market orientation and entrepreneurial marketing affect marketing performance. The implications of these findings suggest that to enhance marketing performance, small business actors must prioritize strengthening their market orientation, particularly dimensions related to customer orientation. Measurement results show that customer orientation has the strongest correlation with market growth—specifically with increased sales and market share. Therefore, business owners’ commitment to understanding and responding to customer needs should be emphasized, as it directly supports the most significant performance outcomes in small business marketing.
Mediation of Marketing Capabilities in Market Orientation, Entrepreneurial Marketing on Marketing Performance Titiek Tjahja Andari; Ngadino Surip Diposumarto; Hari Muharam
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 3 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i3.381

Abstract

Small businesses have become an important part of the Indonesian economy, but most of their performance has not been able to meet the growing demands of customers. This study aims to analyze the factors that can influence the marketing performance of small businesses in Bogor City using descriptive and verification methods. A survey of 350 respondents was conducted to determine a general description of the influence of market orientation, entrepreneurial marketing, and marketing capabilities on marketing performance, as well as the mediating role of marketing capabilities. Analysis of the influence between variables was conducted using the Structural Equation Modeling method, with data processed using Lissrel 10.2. The test results show that market orientation influences marketing capabilities, and entrepreneurial marketing influences marketing capabilities. The marketing capabilities of market orientation and entrepreneurial marketing influence marketing performance. Marketing capabilities can mediate the influence of market orientation on marketing performance and mediate some of the influence of entrepreneurial marketing on marketing performance. The novelty of this study is the discovery of a mediation relationship model of marketing capabilities in the influence of market orientation and entrepreneurial marketing on the resulting marketing performance.
Co-Authors Muharam, Hari Ngadino Surip Diposumarto