Authors: Gita Sugiyarti, Augusty Tae Ferdinand and Tatiek Nurchayati

Year: 2018, Volume 28 No. 1
Pages: 86‑96

Abstract:

The purpose of this study is to mediate the influence of market sensing capabilities on the marketing performance by proposing acculturative products uniqueness that mediate the gap between market sensing capabilities and improvement of marketing performance. The sample data from 160 small and medium enterprises of batik, ceramics, and interior design in Indonesia were used to test the model consisting of four hypotheses. The statistical tests in our model used four variables: market sensing capabilities, product innovation, acculturative products uniqueness, and marketing performance. The results of the data show that acculturative products uniqueness has an important role in improving marketing performance.

 

Keyword: Product innovation, market sensing capabilities, acculturative products uniqueness, and marketing performance