ENTREPRENEURSHIP ORIENTATION: PADA MARKETING CAPABILITY DAN RELATIONAL CAPABILITYTERHADAP MARKETING PERFORMANCE UKM

Abstract

To This study aims to contribute to the literature and conceptual models regarding the influence of entrepreneurial orientation on marketing performance, mediated by marketing capability and relational capability. This is a quantitative study employing a survey method. The sample consists of 209 batik SMEs in the Special Region of Yogyakarta (DIY), selected using purposive sampling. Data were collected via questionnaires and analyzed using Structural Equation Modeling (SEM) with AMOS 22 software. The results indicate that entrepreneurial orientation has a positive and significant effect on marketing capability, relational capability, and marketing performance. Marketing capability and relational capability also have positive and significant effects on marketing performance. Furthermore, both relational capability and marketing capability mediate the influence of entrepreneurial orientation on marketing performance