Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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This Author published in this journals
All Journal International Journal of Applied Business and International Management
Antok Yuri Widyastoro
Dr. Soetomo University
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Market Orientation, Social Media Optimization, and Marketing Performance: The Mediating Role of Digital Marketing Antok Yuri Widyastoro; Sukesi Sukesi
International Journal of Applied Business and International Management Vol 11, No 2 (2026): August 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v11i2.4666

Abstract

The rapid growth of digital technology has intensified competition in the garment industry, requiring firms to adopt effective marketing strategies to improve performance. This study aims to examine the effects of market orientation, social media optimization, and environmental change on digital marketing and marketing performance, as well as the mediating role of digital marketing. An explanatory quantitative approach was employed. Data were collected from 114 respondents representing 38 garment companies affiliated with the Indonesian Garment Companies Association (APGI) in East Java and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that market orientation (b = 0.473; p 0.001), social media optimization (b = 0.374; p 0.001), and environmental change (b = 0.425; p 0.001) significantly influence digital marketing. Marketing performance is significantly affected by market orientation (b = 0.298; p 0.001), environmental change (b = 0.324; p 0.001), and digital marketing (b = 0.465; p 0.001), whereas social media optimization has no direct significant effect (b = 0.073; p = 0.281). These findings highlight the importance of digital marketing in enhancing marketing performance in the garment industry.
Co-Authors Sukesi Sukesi