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Suwari Akhmaddhian
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INDONESIA
Logika : Jurnal Penelitian Universitas Kuningan
Published by Universitas Kuningan
ISSN : 2085997X     EISSN : 27154505     DOI : https://doi.org/10.25134/logika.v11i02
Core Subject : Humanities, Education, Agriculture, Social,
Agriculture, Biological Sciences & Forestry Humanities Education Law, Crime, Criminology & Criminal Justice Social Sciences
Logika adalah jurnal kajian multidispilin (Journal of Multidisciplinary Studies) yang diterbitkan oleh Pusat Penelitian dan Pengabdian pada Masyarakat (P3M) Fakultas Hukum Universitas Kuningan. Penerbitan jurnal ini bertujuan untuk menyediakan sarana komunikasi dan publikasi ilmiah bagi peneliti, mahasiswa dan dosen dilingkungan Universitas Kuningan maupun dari luar Universitas Kuningan yang mempunyai komitmen terhadap pengembangan ilmu pengetahuan dan teknologi. Fokus dan Ruang Lingkup jurnal ini adalah Kajian yang bersifat Multidisipliner seperti : Administrasi Bisnis, Administrasi Publik; Akuntansi; Farmasi; Hukum; Kehutanan; Kesehatan; Lingkungan; Manajemen; Pendidikan; Teknollogi Informasi; dan ilmu lainnya..
Arjuna Subject : Ilmu Sosial - Hukum
Articles 131 Documents
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Marketing Creativity as a Microfoundation of Marketing Capability in SMEs Rois, Tatang; Adhi Wibowo; Andhi Johan
LOGIKA : Jurnal Penelitian Universitas Kuningan Vol 16 No 01 (2025)
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/logika.v16i01.11924

Abstract

This study examines the role of marketing creativity as microfoundations of marketing capabilities and its influence on marketing performance in Small and Medium Enterprises (SMEs). Previous literature shows that marketing capabilities are key to successful marketing performance, but the micro-mechanisms that shape these capabilities remain unclear. Based on the microfoundations perspective, marketing creativity acts as a micro-mechanism in building marketing capabilities, which ultimately improves marketing performance. This study uses a quantitative approach with an explanatory survey design and Structural Equation Modelling–Partial Least Squares (SEM-PLS) analysis. The results show that marketing creativity has a positive effect on marketing capabilities, and marketing capabilities have a positive effect on marketing performance. These findings contribute theoretically to the literature on marketing capabilities through the micro-mechanism perspective and have practical implications for SMEs in strengthening their competitiveness through marketing creativity and strong marketing capabilities. Keywords: marketing creativity, marketing capability, marketing performance, SMEs, microfoundations

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