Proceedings of the 3rd Asia Pacific International Conference of Management and Business Science (AICMBS 2019)

Adaptive Marketing Capabilities on Marketing Performance (Study on SMEs Creative Economy Sector)

Authors
Maryanti, Ananda Sabil Hussein, Kusuma Ratnawati
Corresponding Author
Maryanti
Available Online 13 April 2020.
DOI
10.2991/aebmr.k.200410.024How to use a DOI?
Keywords
adaptive marketing capabilities, industrial cluster, marketing performance
Abstract

The Small and Medium enterprise (SME) is one of the sectors that holds an important role in the regional economy. One of the small and medium industry sectors that is growing rapidly is the creative industry. Therefore, the purpose of this study is to investigate how such adaptive marketing capabilities affects business performance while moderated by industrial cluster. A self-administered survey was conducted targeting SMEs that engaged in the creative economy sector in Malang, East Java. A total of 150 samples were collected. The collected data were analyzed using PLS with multi-group analyses. The findings demonstrate that adaptive marketing capabilities can affect business performance whereas the industrial cluster did not have a big effect on business performance as the mediator variable.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 3rd Asia Pacific International Conference of Management and Business Science (AICMBS 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
13 April 2020
ISBN
10.2991/aebmr.k.200410.024
ISSN
2352-5428
DOI
10.2991/aebmr.k.200410.024How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Maryanti
AU  - Ananda Sabil Hussein
AU  - Kusuma Ratnawati
PY  - 2020
DA  - 2020/04/13
TI  - Adaptive Marketing Capabilities on Marketing Performance (Study on SMEs Creative Economy Sector)
BT  - Proceedings of the 3rd Asia Pacific International Conference of Management and Business Science (AICMBS 2019)
PB  - Atlantis Press
SP  - 161
EP  - 166
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200410.024
DO  - 10.2991/aebmr.k.200410.024
ID  - 2020
ER  -