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Turnitin - Achieving Marketing Performance Through Acculturative Product advantage : The Case of Sarong Samarinda

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Date
2020-07-26
Author
Indriastuti, Herning
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Abstract
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 as the mediator between innovativeness and marketing performance.
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http://repository.unmul.ac.id/handle/123456789/5717
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Repository Universitas Mulawarman copyright ©   LP3M Universitas Mulawarman
Jalan Kuaro Kotak Pos 1068
Telp. (0541) 741118
Fax. (0541) 747479 - 732870
Samarinda 75119, Kalimantan Timur, Indonesia
Contact Us | Send Feedback