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dc.contributor.authorIndriastuti, Herning
dc.date.accessioned2021-01-24T13:48:01Z
dc.date.available2021-01-24T13:48:01Z
dc.date.issued2020-07-26
dc.identifier.citationAPA styleen_US
dc.identifier.issn2180-3137
dc.identifier.urihttp://repository.unmul.ac.id/handle/123456789/5717
dc.description.abstractThis 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.en_US
dc.language.isoenen_US
dc.publisherUniversity of Malayaen_US
dc.subjectInnovativeness, Acculturative Product Advantage, Isolating Mechanism, Marketing Performance, Creative Industryen_US
dc.titleTurnitin - Achieving Marketing Performance Through Acculturative Product advantage : The Case of Sarong Samarindaen_US
dc.typeArticleen_US


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