<![CDATA[ABSTRACT Objectives - This study aims to analyze the influence of market orientation, social media optimization, and environmental changes on digital marketing and their impact on marketing performance in the garment industry in East Java. Researchers seek to understand how these three strategic factors contribute directly and indirectly to increasing digital marketing effectiveness and achieving marketing results for garment companies in the competitive digital era. Research Method - This study uses an explanatory research approach. The research sample is garment companies affiliated with the Indonesian Garment Companies Association (APGI) of East Java Province. A total of 38 companies were sampled, and the unit of analysis used a questionnaire. A total of 114 respondents were collected. The analysis technique used PLS-SEM with the assistance of SmartPLS v.4 software. Results - The analysis found that market orientation, social media optimization, and environmental change had a positive and significant effect on digital marketing. Furthermore, market orientation, environmental change, and digital marketing were also shown to have a significant effect on marketing performance, but not social media optimization. This finding confirms that digital marketing success and marketing performance achievement depend on an organization's readiness to adapt its strategy to market needs and external environmental dynamics. Furthermore, the mediation analysis results indicate that digital marketing mediates the relationship between market orientation, social media optimization, and environmental change on marketing performance in the garment industry in East Java. Keywords: market orientation; social media optimization; environmental change; digital marketing; marketing performance.]]>
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