Proceedings of the 1st International Conference on Islamic Civilization, ICIC 2020, 27th August 2020, Semarang, Indonesia

Research Article

Business Performance Based on Specialized and Architecture Marketing Capabilities

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  • @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
Siti Sumiati1,*, Alifah Ratnawati1, Ahmad Suffian Mohd Zahari2, Nurul Ulfa Abdul Aziz2
  • 1: Faculty of Economics UNISSULA
  • 2: Faculty of Business and Management UiTM Terengganu Malaysia
*Contact email: sitisumiati@unissula.ac.id

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.