Determination Determination of Market Orientation, Social Media Optimization, and Environmental Changes on Marketing Performance with Digital Marketing as an Intervening Variable in the Garment Industry in East Java
Marketing Performance with Digital Marketing as an Intervening Variable
Keywords:
Keywords: market orientation; social media optimization; environmental change; digital marketing; marketing performance.
Abstract
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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References
DAFTAR PUSTAKA
Anjaningrum, WD (2020). The Effectiveness of Digital Marketing and Networks in Boosting SME Marketing Performance During the Covid-19 Pandemic. SENABISMA: National Seminar on Business Administration and Management, 6(7), 50–61.
Andreas Kaplan and Michael Haenlein. “Users of The World, Unite! The Challenges and Opportunities of Sosial Media”. Kelley School of Business, Business Horizon, Vol. 53, No. 1.2010, hlm. 61
Baker, Simpson and Siguaw, 1999, “The Impact of Suppliers, Perceptions of Resellers, Market Orientation on Key Relationship Construct,”Journal of Academy of Marketing Science.
Baker, William E., dan James M. Sinkula, 1999. “The Synergistic Effect of Market Oriented and Learning Organization on Organization Perfomance”. Journal of The Academy Marketing Science. p. 411-427.
Ballings, Michel, Dirk Van den Poel, and Matthias Bogaert. 2016. “Social Media Optimization: Identifying an Optimal Strategy for Increasing Network Size on Facebook.” Omega (United Kingdom) 59:15–25. doi: 10.1016/j.omega.2015.04.017.
BPS Jawa Timur. (2025). Direktori industri manufaktur Provinsi Jawa Timur 2025. https://jatim.bps.go.id/id/publication/2025/12/19/a3a40f6d3b27aec9833f3d37/direktori-industri-manufaktur-provinsi-jawa-timur-2025.html
Calantone, Roger, J. et al. 1994. Examining the Relationship netween Degree of Innovation and New Product Success. Journal of Business Research. Vol30, No.2, p.143-148.
Cekindo. (2024). The future of garment industry in Indonesia. Cekindo. https://www.cekindo.com/blog/garment-industry-indonesia
Chafey, Dave et al. 2000 Internet Marketing: Strategy, Implementation, and Practic. England: Pearson Education Limited
Chaffey, D., & Smith, P. R. 2008. E-Marketing Excellence: Planning and Optimizing Your Digital Marketing. (3rd edition). UK: Butterworth- Heinemann.
Chaffey, Dave. 2015. Digital Business and E-Commerce Management, Strategy, Implementation, and Practice. England: Pearson Education Limited
Chang, A. Y., & Cheng, Y. T. (2019). Analysis model of the sustain ability development of manufacturing smalland medium - sized enterprises in Taiwan. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2018.10.025
Clark, Jason A., and Doralyn Rossmann. 2017. “The Open SESMO (Search Engine & Social Media Optimization) Project: Linked and Structured Data for Library Subscription Databases to Enable Web-Scale Discovery in Search Engines.” Journal of Web Librarianship 11(3–4):172–93. doi: 10.1080/19322909.2017.1378148.
Damarwulan, Liza Mumtazah, Naili Farida, and Andriyansah. 2018. “The Role of Quality of Entrepreneurial Networking and Responsiveness to Global Business Environment in Improving the Marketing Performance of Indonesian Exporting SMEs.” Quality - Access to Success 19(165):91–97.
Dikova, Dessislava, Arjen Van Witteloostuijn, and Simon Parker. 2017. “Capability, Environment and Internationalization Fit, and Financial and Marketing Performance of MNEs’ Foreign Subsidiaries An Abductive Contingency Approach.” Cross Cultural and Strategic Management 24(3):405–35. doi: 10.1108/CCSM-01-2016-0003.
Ginting, Maretta, Hasan BasriTarmizi, Endang Sulistya Rini, and Yeni Absah. 2018. “Strategy to Improve Marketing Performance by Market Orientation, Technology Orientation, Entrepreneurship Orientation, and Innovation of Horticultural Products in Karo Regency, North Sumatera, Indonesia.” International Journal of Civil Engineering and Technology 9(13):774–91.
Glenn B. Voss, Zannie Giraud Voss, 2000, Strategic Orientation and Firm Performance in an Artistic Environment. Journal of Marketing: January 2000, Vol. 64, No. 1, pp. 67-83.
Ferdinand, Augusty. (2000). “Marketing Management: A Strategic Approach”. Research Paper Series. No. 01 Master of Management Program, Diponegoro University.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) using R: A Workbook. Springer Nature Switzerland AG.
Hair, J., Black, W., Babin, B., & Anderson, R. (2019). Multivariate Data Analysis (Eight). Pearson Education Linited.
Hair, J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Third). SAGE Publications, Inc.
Hair, Joseph F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hassan, N., & Raziq, A. (2019). Effects of knowledge management practices on innovation in SMEs. Management Science Letters, 9(7), 997–1008. https://doi.org/10.5267/j.msl.2019.4.005
Hervas-Oliver, J. L., Sempere-Ripoll, F.,Boronat-Moll, C., & Estelles-Miguel, S.(2020). SME open innovation for process development: Understanding process-dedicated external knowledge sourcing. Journal of Small Business Management, 58(2), 409–445. https://doi.org/10.1080/00472778.2019.1680072
Hashimova, Kamala. 2024. “Environmental Impact on Digital Marketing Changes: Green Marketing.” Lecture Notes in Networks and Systems 1251 LNNS:293–99.
Hasyim, Janner Simarmata, and Nasirwan. 2022. “Building Marketing Performance through Digital Marketing and Database-Based Networking Capability in Indonesian SMEs.” International Journal of Data and Network Science 6(4):1125–34. doi: 10.5267/j.ijdns.2022.7.007.
Hatta, I. .. 2015. “Market Orientation, Entrepreneurial Orientation, Marketing Capability and Marketing Performance.” Journal of Management Applications (JAM) 13(4):654–60.
Hayes, A. F. (2017). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-based Approach . Guilford Press.
Jaworski, B.J., & Kohli, A.K., 1993, Market orientation: antecedents and consequences. Journal of Marketing, 57 (3), July, 53-70.
Kim, E. Y., & Kim, Y. 2011. Predicting Online Purchase Intentions for Clothing Products null. European Journal of Marketing, Vol. 38(7). Pp.883– 897.
Krisnanto, Aditya Budi, Surachman Surachman, Rofiaty Rofiaty, and Sunaryo Sunaryo. 2023. “The Role of Marketing and Digital Marketing Capabilities: Entrepreneurial Orientation on the Marketing Performance of Public Enterprises.” Revista de Cercetare Si Interventie Sociala 82:92–107. doi: 10.33788/rcis.82.7.
Kuntonbutr, Sudaporn, Howard Combs, and Tsutomu Konosu. 2019. “The Effects of Digital Marketing and Market Orientation on Innovation and Firms’ Performance.” International Journal of Innovation, Creativity and Change 8(8):63–81.
Kuswanto, Dimas Huddan, Sigit Dwi Nugroho, and Nuriah Yuliati. 2021. “Factors Influencing Marketing Performance at Online Vegetable Stores in Surabaya City.” Agroinfo Galuh Student Scientific Journal 8(2):420. doi: 10.25157/jimag.v8i2.5276.
Luo, Yadong, 1999, “Environment-Strategy-Performance Relation in Small Businessin China : A Case of Township and Village Enterprises in Southern China”, Journal of Small Business Management, January, p. 37-52.
Malhotra, N. K., & Birks, D. F. (2007). Marketing Research: An Applied Approach. In Open Journal of Business and Management: Vol. Vol. 4 (Issue Prentice Hall.). Peason Education Limited. http://capitadiscovery.co.uk/cardiffmet/items/240307%0Awww.pearson.com/uk
Maryono, Naili Farida, Ngatno, and Bulan Prabawani. 2021. “Building Innovation Capabilities on Collaboration and Market Orientation for Improving Marketing Performance of Wood Furniture Craft.” Humanities and Social Sciences Letters 9(4):439–51. doi: 10.18488/journal.73.2021.94.439.451.
Muis, Indra, Triyogo Mulyo Adhi, and Ramadienna Fachrunnisa Kamalia. 2024. “The Impact of Digital Marketing and Innovation on Marketing Performance Is Influenced Through the Development of a Competitive Advantage.” Revista de Gestao Social e Ambiental 18(8). doi: 10.24857/rgsa.v18n8-081.
Munir, Abdul Razak, Nuraeni Kadir, Fauziah Umar, Andi Syahida Ulhaq Pasryb, and Syarifuddin Sulaiman. 2024. “Brand Capabilities in Digital Marketing: The Key to Enhancing Marketing Performance.” International Journal of Data and Network Science 8(2):947–56. doi: 10.5267/j.ijdns.2023.12.012.
Neves, Daniela, Silvia Fernandes, and Fátima Carvalho. 2021. “Covid-19 Challenges in Business: Brief Analysis of Digital Marketing Performance.” New Trends in Qualitative Research 9:1–10. doi: 10.36367/ntqr.9.2021.1-10.
Pelham, A.M., & Wilson, D.T., 1996, Alongitudinal study of the impact of market structure, firm structure, strategy & market orientationculture on dimensions of small-firm performance. Journal of the Academy of Marketing Science, 24,27-43.
Potolau, Michel J. .., and Safriansyah Safriansyah. 2022. “Improving MSME Marketing Performance Through Innovation Orientation and Entrepreneurial Orientation.” Performance 18(4):614–20. doi: 10.30872/jkin.v18i4.10367.
Putri, Librina Tria, Zulkarnain, Alvi Furwanti Alwie, and Gatot Wijayanto. 2024. “Marketing Performance Model and Environment for Micro Business Scale Women Preneurs Based on Competence in the Province of Riau.” Journal of Ecohumanism 3(6):2140–49. doi: 10.62754/joe.v3i6.4167.
Putri, Yohani Dwi, and Mei Ie. 2020. “The Influence of Entrepreneurial Orientation, Environment, and Social Media on the Performance of MSMEs in Jakarta.” Journal of Managerial and Entrepreneurship 2(4):1106. doi: 10.24912/jmk.v2i4.9896.
Riswanto, Ari, Rasto, Heny Hendrayati, Mohamad Saparudin, Ali Zaenal Abidin, and Andi Primafira Bumandafa Eka. 2020. “The Role of Innovativeness-Based Market Orientation on Marketing Performance of Small and Medium-Sized Enterprises in a Developing Country.” Management Science Letters 10(9):1947–52. doi: 10.5267/j.msl.2020.2.019.
Rossmann, Doralyn, and Scott W. H. Young. 2015. “Social Media Optimization: Making Library Content Shareable and Engaging.” Library Hi Tech 33(4):526–44. doi: 10.1108/LHT-05-2015-0053.
Sahai, Seema, Richa Goel, Priyanka Malik, Chitra Krishnan, Gurinder Singh, and Chitra Bajpai. 2018. “Role of Social Media Optimization in Digital Marketing with Special Reference to Trupay.” International Journal of Engineering and Technology(UAE) 7(2):52–57. doi: 10.14419/ijet.v7i2.11.11007.
Slamet, Silviasih Franky, and Denny Iskandar. 2016. “The Influence of Market Orientation and Entrepreneurial Orientation on Business Performance of MSME Owners in the Garment Manufacturing Sector in Tanah Abang, Central Jakarta.” Scientific Journal of Business Management 16(1):13–24.
Suliyanto, Weni Novandari, and Suwaryo. 2019. “The Influence of Market Orientation on Marketing Performances in Micro Small and Medium-Sized (MSMEs) Coconut Sugar Enterprises: The Role of Innovation.” Quality - Access to Success 20(172):143–47.
Sultoni, Mohammad Hamim, Sudarmiatin, Agus Hermawan, and Sopiah. 2022. “Digital Marketing, Digital Orientation, Marketing Capability, and Information Technology Capability on Marketing Performance of Indonesian SMEs.” International Journal of Data and Network Science 6(4):1381–88. doi: 10.5267/j.ijdns.2022.5.013.
Turyandi, Itto. 2015. “Pengaruh Perubahan Lingkungan Usaha Dan Karakteristik Kewirausahaan, Terhadap Kinerja Dan Pengembangan Usaha Kecil.” Kontigensi?: Jurnal Ilmiah Manajemen 3(1):12–25. doi: 10.56457/jimk.v3i1.15.
Wahyudiono, R. Agus Baktiono, and Putu Artaya. 2022. “Perubahan Lingkungan Memicu Pemanfaatan Media Sosial Dan Mengungkit Pertumbuhan Usaha Sektor Industri Kreatif.” Image?: Jurnal Riset Manajemen 11(1):14–25. doi: 10.17509/image.v11i1.39558.
Wardhana, A. 2015. Strategi Digital Marketing dan Implikasinya pada Keunggulan Bersaing UKM di Indonesia, retrivied from http://www.academia.edu/17287897/ Strategi Digital Marketing dan Implikasinya Pada Keunggulan Bersaing UKM di Indonesia.
Wiryawan, I. Putu Gede Hendra, and Ni Ketut Seminari. 2022. “Peran Inovasi Produk Memediasi Orientasi Pasar Terhadap Kinerja Pemasaran.” E-Jurnal Manajemen Universitas Udayana 11(6):1090. doi: 10.24843/ejmunud.2022.v11.i06.p02.
Anjaningrum, WD (2020). The Effectiveness of Digital Marketing and Networks in Boosting SME Marketing Performance During the Covid-19 Pandemic. SENABISMA: National Seminar on Business Administration and Management, 6(7), 50–61.
Andreas Kaplan and Michael Haenlein. “Users of The World, Unite! The Challenges and Opportunities of Sosial Media”. Kelley School of Business, Business Horizon, Vol. 53, No. 1.2010, hlm. 61
Baker, Simpson and Siguaw, 1999, “The Impact of Suppliers, Perceptions of Resellers, Market Orientation on Key Relationship Construct,”Journal of Academy of Marketing Science.
Baker, William E., dan James M. Sinkula, 1999. “The Synergistic Effect of Market Oriented and Learning Organization on Organization Perfomance”. Journal of The Academy Marketing Science. p. 411-427.
Ballings, Michel, Dirk Van den Poel, and Matthias Bogaert. 2016. “Social Media Optimization: Identifying an Optimal Strategy for Increasing Network Size on Facebook.” Omega (United Kingdom) 59:15–25. doi: 10.1016/j.omega.2015.04.017.
BPS Jawa Timur. (2025). Direktori industri manufaktur Provinsi Jawa Timur 2025. https://jatim.bps.go.id/id/publication/2025/12/19/a3a40f6d3b27aec9833f3d37/direktori-industri-manufaktur-provinsi-jawa-timur-2025.html
Calantone, Roger, J. et al. 1994. Examining the Relationship netween Degree of Innovation and New Product Success. Journal of Business Research. Vol30, No.2, p.143-148.
Cekindo. (2024). The future of garment industry in Indonesia. Cekindo. https://www.cekindo.com/blog/garment-industry-indonesia
Chafey, Dave et al. 2000 Internet Marketing: Strategy, Implementation, and Practic. England: Pearson Education Limited
Chaffey, D., & Smith, P. R. 2008. E-Marketing Excellence: Planning and Optimizing Your Digital Marketing. (3rd edition). UK: Butterworth- Heinemann.
Chaffey, Dave. 2015. Digital Business and E-Commerce Management, Strategy, Implementation, and Practice. England: Pearson Education Limited
Chang, A. Y., & Cheng, Y. T. (2019). Analysis model of the sustain ability development of manufacturing smalland medium - sized enterprises in Taiwan. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2018.10.025
Clark, Jason A., and Doralyn Rossmann. 2017. “The Open SESMO (Search Engine & Social Media Optimization) Project: Linked and Structured Data for Library Subscription Databases to Enable Web-Scale Discovery in Search Engines.” Journal of Web Librarianship 11(3–4):172–93. doi: 10.1080/19322909.2017.1378148.
Damarwulan, Liza Mumtazah, Naili Farida, and Andriyansah. 2018. “The Role of Quality of Entrepreneurial Networking and Responsiveness to Global Business Environment in Improving the Marketing Performance of Indonesian Exporting SMEs.” Quality - Access to Success 19(165):91–97.
Dikova, Dessislava, Arjen Van Witteloostuijn, and Simon Parker. 2017. “Capability, Environment and Internationalization Fit, and Financial and Marketing Performance of MNEs’ Foreign Subsidiaries An Abductive Contingency Approach.” Cross Cultural and Strategic Management 24(3):405–35. doi: 10.1108/CCSM-01-2016-0003.
Ginting, Maretta, Hasan BasriTarmizi, Endang Sulistya Rini, and Yeni Absah. 2018. “Strategy to Improve Marketing Performance by Market Orientation, Technology Orientation, Entrepreneurship Orientation, and Innovation of Horticultural Products in Karo Regency, North Sumatera, Indonesia.” International Journal of Civil Engineering and Technology 9(13):774–91.
Glenn B. Voss, Zannie Giraud Voss, 2000, Strategic Orientation and Firm Performance in an Artistic Environment. Journal of Marketing: January 2000, Vol. 64, No. 1, pp. 67-83.
Ferdinand, Augusty. (2000). “Marketing Management: A Strategic Approach”. Research Paper Series. No. 01 Master of Management Program, Diponegoro University.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) using R: A Workbook. Springer Nature Switzerland AG.
Hair, J., Black, W., Babin, B., & Anderson, R. (2019). Multivariate Data Analysis (Eight). Pearson Education Linited.
Hair, J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Third). SAGE Publications, Inc.
Hair, Joseph F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hassan, N., & Raziq, A. (2019). Effects of knowledge management practices on innovation in SMEs. Management Science Letters, 9(7), 997–1008. https://doi.org/10.5267/j.msl.2019.4.005
Hervas-Oliver, J. L., Sempere-Ripoll, F.,Boronat-Moll, C., & Estelles-Miguel, S.(2020). SME open innovation for process development: Understanding process-dedicated external knowledge sourcing. Journal of Small Business Management, 58(2), 409–445. https://doi.org/10.1080/00472778.2019.1680072
Hashimova, Kamala. 2024. “Environmental Impact on Digital Marketing Changes: Green Marketing.” Lecture Notes in Networks and Systems 1251 LNNS:293–99.
Hasyim, Janner Simarmata, and Nasirwan. 2022. “Building Marketing Performance through Digital Marketing and Database-Based Networking Capability in Indonesian SMEs.” International Journal of Data and Network Science 6(4):1125–34. doi: 10.5267/j.ijdns.2022.7.007.
Hatta, I. .. 2015. “Market Orientation, Entrepreneurial Orientation, Marketing Capability and Marketing Performance.” Journal of Management Applications (JAM) 13(4):654–60.
Hayes, A. F. (2017). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-based Approach . Guilford Press.
Jaworski, B.J., & Kohli, A.K., 1993, Market orientation: antecedents and consequences. Journal of Marketing, 57 (3), July, 53-70.
Kim, E. Y., & Kim, Y. 2011. Predicting Online Purchase Intentions for Clothing Products null. European Journal of Marketing, Vol. 38(7). Pp.883– 897.
Krisnanto, Aditya Budi, Surachman Surachman, Rofiaty Rofiaty, and Sunaryo Sunaryo. 2023. “The Role of Marketing and Digital Marketing Capabilities: Entrepreneurial Orientation on the Marketing Performance of Public Enterprises.” Revista de Cercetare Si Interventie Sociala 82:92–107. doi: 10.33788/rcis.82.7.
Kuntonbutr, Sudaporn, Howard Combs, and Tsutomu Konosu. 2019. “The Effects of Digital Marketing and Market Orientation on Innovation and Firms’ Performance.” International Journal of Innovation, Creativity and Change 8(8):63–81.
Kuswanto, Dimas Huddan, Sigit Dwi Nugroho, and Nuriah Yuliati. 2021. “Factors Influencing Marketing Performance at Online Vegetable Stores in Surabaya City.” Agroinfo Galuh Student Scientific Journal 8(2):420. doi: 10.25157/jimag.v8i2.5276.
Luo, Yadong, 1999, “Environment-Strategy-Performance Relation in Small Businessin China : A Case of Township and Village Enterprises in Southern China”, Journal of Small Business Management, January, p. 37-52.
Malhotra, N. K., & Birks, D. F. (2007). Marketing Research: An Applied Approach. In Open Journal of Business and Management: Vol. Vol. 4 (Issue Prentice Hall.). Peason Education Limited. http://capitadiscovery.co.uk/cardiffmet/items/240307%0Awww.pearson.com/uk
Maryono, Naili Farida, Ngatno, and Bulan Prabawani. 2021. “Building Innovation Capabilities on Collaboration and Market Orientation for Improving Marketing Performance of Wood Furniture Craft.” Humanities and Social Sciences Letters 9(4):439–51. doi: 10.18488/journal.73.2021.94.439.451.
Muis, Indra, Triyogo Mulyo Adhi, and Ramadienna Fachrunnisa Kamalia. 2024. “The Impact of Digital Marketing and Innovation on Marketing Performance Is Influenced Through the Development of a Competitive Advantage.” Revista de Gestao Social e Ambiental 18(8). doi: 10.24857/rgsa.v18n8-081.
Munir, Abdul Razak, Nuraeni Kadir, Fauziah Umar, Andi Syahida Ulhaq Pasryb, and Syarifuddin Sulaiman. 2024. “Brand Capabilities in Digital Marketing: The Key to Enhancing Marketing Performance.” International Journal of Data and Network Science 8(2):947–56. doi: 10.5267/j.ijdns.2023.12.012.
Neves, Daniela, Silvia Fernandes, and Fátima Carvalho. 2021. “Covid-19 Challenges in Business: Brief Analysis of Digital Marketing Performance.” New Trends in Qualitative Research 9:1–10. doi: 10.36367/ntqr.9.2021.1-10.
Pelham, A.M., & Wilson, D.T., 1996, Alongitudinal study of the impact of market structure, firm structure, strategy & market orientationculture on dimensions of small-firm performance. Journal of the Academy of Marketing Science, 24,27-43.
Potolau, Michel J. .., and Safriansyah Safriansyah. 2022. “Improving MSME Marketing Performance Through Innovation Orientation and Entrepreneurial Orientation.” Performance 18(4):614–20. doi: 10.30872/jkin.v18i4.10367.
Putri, Librina Tria, Zulkarnain, Alvi Furwanti Alwie, and Gatot Wijayanto. 2024. “Marketing Performance Model and Environment for Micro Business Scale Women Preneurs Based on Competence in the Province of Riau.” Journal of Ecohumanism 3(6):2140–49. doi: 10.62754/joe.v3i6.4167.
Putri, Yohani Dwi, and Mei Ie. 2020. “The Influence of Entrepreneurial Orientation, Environment, and Social Media on the Performance of MSMEs in Jakarta.” Journal of Managerial and Entrepreneurship 2(4):1106. doi: 10.24912/jmk.v2i4.9896.
Riswanto, Ari, Rasto, Heny Hendrayati, Mohamad Saparudin, Ali Zaenal Abidin, and Andi Primafira Bumandafa Eka. 2020. “The Role of Innovativeness-Based Market Orientation on Marketing Performance of Small and Medium-Sized Enterprises in a Developing Country.” Management Science Letters 10(9):1947–52. doi: 10.5267/j.msl.2020.2.019.
Rossmann, Doralyn, and Scott W. H. Young. 2015. “Social Media Optimization: Making Library Content Shareable and Engaging.” Library Hi Tech 33(4):526–44. doi: 10.1108/LHT-05-2015-0053.
Sahai, Seema, Richa Goel, Priyanka Malik, Chitra Krishnan, Gurinder Singh, and Chitra Bajpai. 2018. “Role of Social Media Optimization in Digital Marketing with Special Reference to Trupay.” International Journal of Engineering and Technology(UAE) 7(2):52–57. doi: 10.14419/ijet.v7i2.11.11007.
Slamet, Silviasih Franky, and Denny Iskandar. 2016. “The Influence of Market Orientation and Entrepreneurial Orientation on Business Performance of MSME Owners in the Garment Manufacturing Sector in Tanah Abang, Central Jakarta.” Scientific Journal of Business Management 16(1):13–24.
Suliyanto, Weni Novandari, and Suwaryo. 2019. “The Influence of Market Orientation on Marketing Performances in Micro Small and Medium-Sized (MSMEs) Coconut Sugar Enterprises: The Role of Innovation.” Quality - Access to Success 20(172):143–47.
Sultoni, Mohammad Hamim, Sudarmiatin, Agus Hermawan, and Sopiah. 2022. “Digital Marketing, Digital Orientation, Marketing Capability, and Information Technology Capability on Marketing Performance of Indonesian SMEs.” International Journal of Data and Network Science 6(4):1381–88. doi: 10.5267/j.ijdns.2022.5.013.
Turyandi, Itto. 2015. “Pengaruh Perubahan Lingkungan Usaha Dan Karakteristik Kewirausahaan, Terhadap Kinerja Dan Pengembangan Usaha Kecil.” Kontigensi?: Jurnal Ilmiah Manajemen 3(1):12–25. doi: 10.56457/jimk.v3i1.15.
Wahyudiono, R. Agus Baktiono, and Putu Artaya. 2022. “Perubahan Lingkungan Memicu Pemanfaatan Media Sosial Dan Mengungkit Pertumbuhan Usaha Sektor Industri Kreatif.” Image?: Jurnal Riset Manajemen 11(1):14–25. doi: 10.17509/image.v11i1.39558.
Wardhana, A. 2015. Strategi Digital Marketing dan Implikasinya pada Keunggulan Bersaing UKM di Indonesia, retrivied from http://www.academia.edu/17287897/ Strategi Digital Marketing dan Implikasinya Pada Keunggulan Bersaing UKM di Indonesia.
Wiryawan, I. Putu Gede Hendra, and Ni Ketut Seminari. 2022. “Peran Inovasi Produk Memediasi Orientasi Pasar Terhadap Kinerja Pemasaran.” E-Jurnal Manajemen Universitas Udayana 11(6):1090. doi: 10.24843/ejmunud.2022.v11.i06.p02.
Published
2026-08-07
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Articles
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