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 paperResearch 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 in-dividual entrepreneurs who are involved in Sarong Samarinda busi-nesses 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 entre-preneurs 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. Keywords: Innovativeness, Acculturative Product Advantage, Isolating Mechanism, Marketing Performance, Creative Industry
JEL Classification: M3


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