Achieving Marketing Performance through Acculturative Product Advantages: The Case of Sarong Samarinda

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Herning Indriastuti
Jati Kasuma
Saida Zainurossalamia ZA
Dio Caisar Darma
Anusara Sawangchai


Manuscript type: Research paper
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 as the
mediator between innovativeness and marketing performance.

Theoretical contribution/Originality: The empirical evidence of
this study highlights the importance of acculturative products as an
isolating mechanism which can help organisations to maintain and
sustain their competitiveness.
Practitioner/Policy implication: This study offers insights to entrepreneurs
and policy makers to better understand how the Sarong
Samarinda industry could be developed, which potentially would
contribute to the country’s economy.
Research limitation/Implications: Since this study focusses on
Samarinda city only, the generalisability of the findings may be
limited. Therefore, future studies should incorporate a larger and
more diverse set of samples.


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