The Analysis of Marketing performance in Yogyakarta SMEs

Hutami Lusia Tria Hatmanti () and Kurniawan Ignatius Soni ()
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Hutami Lusia Tria Hatmanti: Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia
Kurniawan Ignatius Soni: Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia

HOLISTICA – Journal of Business and Public Administration, 2019, vol. 10, issue 3, 170-180

Abstract: The general concept of this research is to elaborate on the specific aspect of the marketing performance point of view that has been used by exported SMEs business in a region in Indonesia called Yogyakarta. The aim of this research to analyze the relationship between innovation orientation, marketing communication orientation, international marketing, and marketing performance. The methodology of this research used path analysis, purposive sampling used in this research which only exported product of SMEs business met the criterion. The result showed that only the direct relationship between innovation orientation and marketing performance was not supported. It strengthens international marketing as a mediator between innovation orientation and marketing performance. Innovation orientation toward international marketing was accepted with path coefficient and international marketing toward marketing performance was accepted with path coefficient. Meanwhile, the strongest path coefficient showed by marketing communication orientation. It means that the successful marketing performance needs an excellent marketing communication strategy to ensure the delivery of adding value to the customers by each SMEs business.

Keywords: innovation orientation; marketing communication orientation; international marketing; marketing performance; Small and Medium Enterprises (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:hjobpa:v:10:y:2019:i:3:p:170-180:n:11

DOI: 10.2478/hjbpa-2019-0036

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