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All Journal Jurnal Riset Bisnis dan Manajemen
Lili Fitriani
Universitas Kuningan
Economics, Econometrics & Finance

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REGIOCULTURAL BRANDING AS A STRATEGIC TRANSFORMATION: BRIDGING MARKET ORIENTATION, CULTURAL INTELLIGENCE, AND MARKETING PERFORMANCE IN BATIK SMES Tatang Rois; Lili Fitriani; Wachjuni Wachjuni
Jurnal Riset Bisnis dan Manajemen Vol. 19 No. 1 (2026): February Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v19i1.31618

Abstract

Previous studies examining the relationship between market orientation and marketing performance have reported inconsistent findings. Batik small and medium enterprises (SMEs) in Indonesia continue to face challenges in improving their marketing performance. This study examines the role of regiocultural branding as a mediating mechanism linking market orientation and marketing performance, while also considering the influence of cultural intelligence. A survey was conducted among 200 owners or managers of batik SMEs in Cirebon Regency, Indonesia, selected using random sampling. Data were analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicate that market orientation and cultural intelligence significantly strengthen regiocultural branding, which in turn positively affects marketing performance. Furthermore, regiocultural branding is confirmed to mediate the relationship between market orientation and marketing performance. These findings highlight the importance of integrating local cultural identity into branding strategies to enhance the competitiveness of batik SMEs.
Co-Authors Rois, Tatang Wachjuni