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All Journal MIX : Jurnal Ilmiah Manajemen SEIKO : Journal of Management & Business JURNAL PENDIDIKAN TAMBUSAI YUME : Journal of Management JURNAL MANAJEMEN BISNIS Journal of Social Science Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Economics and Digital Business Review International Journal of Environmental, Sustainability, and Social Science Kontribusi: Jurnal Penelitian dan Pengabdian Kepada Masyarakat Business Management JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Jurnal ekonomi Manajemen dan Bisnis (JUBIS) Paradoks : Jurnal Ilmu Ekonomi Journal of Social Science Advances in Management & Financial Reporting SENMEA Jurnal Manajemen dan Akuntansi (JAME) Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Strategi dan Inovasi Bisnis
Subhan, Ega Saiful
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Religion Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Physics Social Sciences Other

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Journal : jurnal manajemen bisnis

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The Influence of Market Orientation and Innovation on Marketing Performance Mediated by Business Agility in MSMEs in Dompu Regency Subhan, Ega Saiful; Mahmud, Mahmud; Irwansyah, Irwansyah
Jurnal Manajemen Bisnis Vol. 13 No. 1 (2026): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/q93j7p74

Abstract

This research aims to analyse the influence of market orientation and innovation on marketing performance, mediated by business agility, in MSMEs in Dompu Regency. In the VUCA era, MSMEs face intense competitive pressures and shifts in consumer behaviour, raising the question: can innovation and market orientation boost performance without operational agility? The novelty of this research lies in testing the mediating effect of business agility to address inconsistencies in prior literature on the innovation paradox, which often burdens the performance of resource-limited MSMEs in developing countries. Using a quantitative approach, data were collected from 252 MSME managers in the food and beverage sector through purposive proportional random sampling, then analysed using Structural Equation Modelling (PLS-SEM). Empirical results show that market orientation positively affects marketing performance, whereas innovation does not have a significant direct impact. The discussion of the findings confirms that business agility plays a vital role in fully mediating the relationship between innovation and partially mediating the effect of market orientation on performance. In conclusion, innovation will be commercially valuable only if it transforms MSMEs into agile entities. From a managerial perspective, government and business intervention must be reoriented from merely ceremonial new-product launches to incubation programs that increase managerial flexibility and supply-chain adaptability.
Co-Authors AA Sudharmawan, AA Agus Hermawan Alfarizil, Habib AMINULLAH Ardianto Aswad, Hajratul Ayunita Budi Eko Soetjipto Budi Utami Chairul Adhim Cici, Cici Cipto Wardoyo Desanto, Delan Putra Dewi Nurjannah Erna Retno Rahadjeng Ery Tri Djatmika RWW Esy Nur Aisyah Fadali Rahman Fadila Fadila, Fadila Fasihat, Dian Urna Faturrahman Fauji, Diah Ayu Septi Haerunisyah, Nur Hasana, Uswatun Hermansyah Hermansyah Hermansyah Hermasnyah, Hermasnyah Imam Mukhlis IRWANSYAH Irwansyah Irwansyah Ismayantika Dyah Puspasari Jihan Kurniatun, Delfi Listiana, Yovi Ayu Mahmud Mahmud Mahmud Mahmud MARLINA, LILIS Mauzu, Fahrul Mulyati Nur Aisyah Nurhalizah, Siti Nursulfiati Paranita, Debbie Yuliana Paroli Paroli Puji Handayati Ramadhan, Muh. Syahrul Ramadhan, Risca Ariska Risca Ariska Ramadhan Rizky Ramadhan Rizky Ramadhan, Rizky Rostina Rostina Rozita, Putri Saptaria, Lina Shoalihin Shoalihin Sri Wahyuni Sudarmiatin Sumarni Sumarni Su’ara, Asy Syafruddin Syafrudin Syafrudin Wati, Erlina Kartini Yanti, Siska Putri Darma Zakaria, Ibrahim Zurgen Okta Ananta