Research Article
Business Performance Based on Specialized and Architecture Marketing Capabilities
@INPROCEEDINGS{10.4108/eai.27-8-2020.2303272, author={Siti Sumiati and Alifah Ratnawati and Ahmad Suffian Mohd Zahari and Nurul Ulfa Abdul Aziz}, title={Business Performance Based on Specialized and Architecture Marketing Capabilities }, proceedings={Proceedings of the 1st International Conference on Islamic Civilization, ICIC 2020, 27th August 2020, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICIC}, year={2020}, month={12}, keywords={market orientation specialized marketing capabilities architectural marketing capabilities smes business performance}, doi={10.4108/eai.27-8-2020.2303272} }- Siti Sumiati
Alifah Ratnawati
Ahmad Suffian Mohd Zahari
Nurul Ulfa Abdul Aziz
Year: 2020
Business Performance Based on Specialized and Architecture Marketing Capabilities
ICIC
EAI
DOI: 10.4108/eai.27-8-2020.2303272
Abstract
This study aims to analyze and test the relationship between market orientation and SMEs business performance with the architectural marketing capabilities and specialized marketing capabilities as intervening variables. The study used 450 Muslim SMEs in Central Java as a research sample. The data analysis technique used in this study is Structural Equation Modeling (SEM) with AMOS Version 22.0. The results of the research hoped that the five hypotheses showed the results of a positive and significant effect between variables, meaning that all hypotheses in this study were accepted. The architectural marketing capabilities and specialized marketing capabilities hoped can improve SMEs business performance so that both variables are becoming intervening variables.
