| dc.contributor.author | Indriastuti, Herning | |
| dc.date.accessioned | 2020-08-01T13:15:43Z | |
| dc.date.available | 2020-08-01T13:15:43Z | |
| dc.date.issued | 2020-06-30 | |
| dc.identifier.issn | 1985-4064 | |
| dc.identifier.uri | http://repository.unmul.ac.id/handle/123456789/4838 | |
| dc.description | Main Article | en_US |
| dc.description.abstract | Research aims: This study aims to investigate the role of acculturative
product as an isolative mechanism for achieving the marketing
performance of small and medium enterprises (SMEs) in Indonesia.
Specifically, it focusses on the Indonesian Sarong Samarinda industry.
Design/Methodology/Approach: Data were collected from 207 individual entrepreneurs who are involved in Sarong Samarinda businesses in East Kalimantan, Indonesia. Structural equation modelling
(SEM) using AMOS was utilised to analyse the data.
Research findings: The results of this study show that the advantages
of the acculturative products influence the marketing performance.
This study highlights the importance of innovativeness in securing
the potentials of the acculturative products for the SME industry in
Indonesia. It is also observed that the acculturative product acts a | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | University of Malaya | en_US |
| dc.relation.ispartofseries | Asian Journal of Business and Accounting;13(1) | |
| dc.subject | Innovativeness, Acculturative Product Advantage, Isolating Mechanism, Marketing Performance, Creative Industry | en_US |
| dc.title | Achieving Marketing Performance Through Acculturative Product advantage : The Case of Sarong Samarinda | en_US |
| dc.type | Article | en_US |
