FACTORS INFLUENCING ON MARKETING PERFORMANCE: THE MEDIATING ROLE OF BUSINESS AGILITY
In a time when the world economy is undergoing unprecedented change and disruption, the role of market orientation, digital orientation or business agility becomes even more important and necessary, especially the relationship of these factors with the marketing performance of the business is a topic of great interest. This study aims to determine the impact of factors affecting marketing performance including market orientation, digital orientation. It also examines the mediating role of business agility in the relationship between market orientation, digital orientation and marketing performance. The study uses a linear structural model (SEM) regression analysis method based on data including 216 surveys from CEOs, directors and senior managers in enterprises. Research results show that market orientation and digital orientation have a direct and positive impact on marketing performance. Along with that, market orientation and digital orientation also positively affect business agility, and these two factors also indirectly affect marketing performance through the intermediary factor of business agility. These findings of the study are the basis for proposing a number of implications and solutions to help businesses improve marketing performance in order to optimize operational results.
Market Orientation, Digital Orientation, Business Agility, Marketing Performance.