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Exploring Marketing Performance Based on Agro Value Co-Creation
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| Author:
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SAMSUL ARIFIN, ALI, NURUL KOMARIYATIN
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| Abstract:
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The purpose of this study is to analyze and find empirical evidence of market orientation, Agro Value Co-Creation (AVCC), network accessibility, competitive advantage on marketing performance. The implication is for managerial and policy as the basis for solving marketing performance problems in furniture SMEs that export with AVCC. Market orientation, AVCC, network accessibility, competitive advantage are used to measure marketing performance. Based on the empirical study, the results of this research show that market orientation has an effect on AVCC by 0.914, AVCC has an effect on network accessibility by 0.951, AVCC has an effect on competitive advantage by 0.914, network accessibility has an effect on network accessibility. Marketing performance has 0.210 influences and competitive advantage influences marketing performance of 0.767. This shows that market orientation, AVCC, network accessibility, competitive advantage have an impact and play a significant role in improving marketing performance. This study still has limitations that only examine five variables, namely market orientation, AVCC, network accessibility, competitive advantage, and marketing performance. This empirical research will support the theory that market orientation, AVCC, network accessibility, competitive advantage have an important role in improving marketing performance. This research contributes to valuable theory and practice of marketing performance in business.
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| Keyword:
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Marketing Performance, Argo Value, Co-Creation,
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| EOI:
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-
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| DOI:
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https://doi.org/10.31838/ijpr/2020.12.04.614
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| Download:
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Request For Article
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