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

摘要

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.