The Role of Intellectual Agility and Marketing Agility on Marketing Performance: A Study on Small and Medium Industries (SMEs)
Abstract
Objectives – This study aims to analyze the influence of Intellectual Agility and Marketing Agility on Marketing Performance in the context of Batik Small and Medium Industries (SMEs). In addition, this study also evaluates the interaction between the two variables in increasing the competitiveness of batik businesses. Methods – A quantitative approach is used with the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. Data was collected from Batik SMEs and analyzed using bootstrapping techniques to test the relationship between variables. Results – The results of the study showed that Intellectual Agility had a significant effect on Marketing Performance, with a coefficient of 0.680 and a P-Value of 0.000. In contrast, Marketing Agility did not have a significant influence on Marketing Performance (P-Value 0.054). In addition, the interaction between Marketing Agility and Intellectual Agility did not have a significant impact on Marketing Performance (P-Value 0.697). Implications – These findings indicate that increasing Intellectual Agility is the main factor in increasing the competitiveness and marketing performance of Batik SMEs. Therefore, batik business actors need to increase creativity, innovation, and the use of technology in their marketing strategies. Moreover, even though Marketing Agility has not proven to have a significant impact, digital transformation is still necessary to deal with market changes. Contribution – This research provides new insights into the importance of intellectual capacity in supporting the marketing strategy of Batik SMEs. Strategic recommendations are also given for industry players to increase competitiveness through innovation and the use of digital technology.
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DOI: http://dx.doi.org/10.18415/ijmmu.v12i4.6691
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