Market Orientation, Social Media Optimization, and Marketing Performance: The Mediating Role of Digital Marketing

Antok Yuri Widyastoro; Sukesi Sukesi

doi:10.32535/ijabim.v11i2.4666

Market Orientation, Social Media Optimization, and Marketing Performance: The Mediating Role of Digital Marketing

Antok Yuri Widyastoro, Sukesi Sukesi

Abstract

The rapid growth of digital technology has intensified competition in the garment industry, requiring firms to adopt effective marketing strategies to improve performance. This study aims to examine the effects of market orientation, social media optimization, and environmental change on digital marketing and marketing performance, as well as the mediating role of digital marketing. An explanatory quantitative approach was employed. Data were collected from 114 respondents representing 38 garment companies affiliated with the Indonesian Garment Companies Association (APGI) in East Java and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that market orientation (b = 0.473; p < 0.001), social media optimization (b = 0.374; p < 0.001), and environmental change (b = 0.425; p < 0.001) significantly influence digital marketing. Marketing performance is significantly affected by market orientation (b = 0.298; p < 0.001), environmental change (b = 0.324; p < 0.001), and digital marketing (b = 0.465; p < 0.001), whereas social media optimization has no direct significant effect (b = 0.073; p = 0.281). These findings highlight the importance of digital marketing in enhancing marketing performance in the garment industry.

Keywords

Digital Marketing; Environmental Change; Market Orientation; Marketing Performance; Social Media Optimization

Full Text:

PDF

References

Ancillai, C., Terho, H., Cardinali, S., & Pascucci, F. (2019). Advancing social media-driven sales research: Establishing conceptual foundations for B-to-B social selling. Industrial Marketing Management, 82, 293–308. https://doi.org/10.1016/j.indmarman.2019.01.002

Ballings, M., Poel, D. V. D., & Bogaert, M. (2016). Social media optimization: Identifying an optimal strategy for increasing network size on Facebook. Omega, 59, 15–25. https://doi.org/10.1016/j.omega.2015.04.017

Bocar, A. C., & Jocson, G. G. (2022). Understanding the challenges of social media users: Management students’ perspectives in two Asian countries. Journal of Business, Communication & Technology, 1(1), 1–11. https://doi.org/10.56632/bct.2022.1103

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy and Implementation. Pearson Education.

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126. https://doi.org/10.1016/j.jbusres.2016.05.001

Fernanda, B., Yaskun, M., & Syairozi, I. (2024). The effect of market orientation and entrepreneurial orientation on the marketing performance of MSMEs in Deket District. Jurnal Price: Ekonomi dan Akuntasi, 3(1), 109–117.

Firdaussiah, S. N., Sutjipto, M. R., & Hidayat, S. (2026). Optimizing company resources for sustainable competitive advantage: The mediating role of digital transformation in Indonesian MSMEs. International Journal of Applied Business and International Management, 11(1), 224–241. https://doi.org/10.32535/ijabim.v11i1.4524

Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications.

Hardilawati, W. L., Farhanidhya, N., & Hinggo, H. T. (2023). The effect of market orientation, e-commerce, and product innovation on marketing performance in MSMEs culinary sector. Jurnal Manajemen Teknologi, 22(2), 168–181. https://doi.org/10.12695/jmt.2023.22.2.4

Hasyim, H., Simarmata, J., & Nasirwan, N. (2022). Building marketing performance through digital marketing and database-based networking capability in Indonesian SMEs. International Journal of Data and Network Science, 6(4), 1125–1134. https://doi.org/10.5267/j.ijdns.2022.7.007

Hervas-Oliver, J. L., Sempere-Ripoll, F., Boronat-Moll, C., & Estelles-Miguel, S. (2020). SME open innovation for process development: Understanding process-dedicated external knowledge sourcing. Journal of Small Business Management, 58(2), 409–445. https://doi.org/10.1080/00472778.2019.1680072

Jordan, P. J., & Troth, A. C. (2020). Common method bias in applied settings: The dilemma of researching in organizations. Australian Journal of Management, 45(1), 3–14. https://doi.org/10.1177/0312896219871976

Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006

Karo, E. M. B., Syahputra, S., & Madiawati, P. N. (2025). How social media marketing and brand image shape college decision-making through perceived value. Asia Pacific Journal of Management and Education, 8(2), 240–256. https://doi.org/10.32535/apjme.v8i2.4054

Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1–18. https://doi.org/10.1177/002224299005400201

Kraus, S., Durst, S., Ferreira, J. J., Veiga, P., Kailer, N., & Weinmann, A. (2022). Digital transformation in business and management research: An overview of the current status quo. International Journal of Information Management, 63, 102466. https://doi.org/10.1016/j.ijinfomgt.2021.102466

Kumar, N., Stern, L. W., & Anderson, J. C. (1993). Conducting interorganizational research using key informants. Academy of Management Journal, 36, 1633–1651. https://doi.org/10.2307/256824

Maryono, M., Farida, N., Ngatno, N., & Prabawani, B. (2021). Building innovation capabilities on collaboration and market orientation for improving marketing performance of wood furniture craft. Humanities and Social Sciences Letters, 9(4), 439–451. https://doi.org/10.18488/journal.73.2021.94.439.451

Mostafiz, M. I., Sambasivan, M., & Goh, S. K. (2021). Antecedents and consequences of market orientation in international B2B market: Role of export assistance as a moderator. Journal of Business & Industrial Marketing, 36(6), 1058–1075. https://doi.org/10.1108/JBIM-09-2019-0411

Muis, I., Adhi, T. M., & Kamalia, R. F. (2024). The impact of digital marketing and innovation on marketing performance is influenced through the development of a competitive advantage. Revista de Gestão Social e Ambiental, 18(8), e6182. https://doi.org/10.24857/rgsa.v18n8-081

Munir, A. R., Kadir, N., Umar, F., & Pasryb, A. S. U. (2024). Brand capabilities in digital marketing: The key to enhancing marketing performance. International Journal of Data and Network Science, 8(2), 947–956. https://doi.org/10.5267/j.ijdns.2023.12.012

Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20–35. https://doi.org/10.1177/002224299005400403

Nuseir, M. T., & Refae, G. E. (2022). The effect of digital marketing capabilities on business performance enhancement: Mediating the role of customer relationship management (CRM). International Journal of Data and Network Science, 6(2), 295–304. https://doi.org/10.5267/j.ijdns.2022.1.008

Phuntsok, T., & Kumar, M. (2022). A comparative study of China’s township and village enterprises and India’s information technology industry. Public Enterprise, 26(1), 1–24. https://doi.org/10.21571/pehyj.2022.2601.01

Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879

Putri, C. R., Pratiwi, N. M. I., & Mulyati, D. J. (2026). Pengaruh lingkungan bisnis, karakteristik kewirausahaan, dan kemampuan berwirausaha terhadap keberlangsungan usaha pada pedagang kaki lima (PKL) di Alun-Alun Gresik. Musytari: Jurnal Manajemen, Akuntansi, dan Ekonomi, 25(7), 1–13. https://doi.org/10.2324/g52z7w60

Putri, M. K., & Affandi, M. R. (2024). The influence of entrepreneurial orientation on MSME business performance in Bekasi City. Indonesian Journal of Business Analytics, 4(4), 1494–1513. https://doi.org/10.55927/ijba.v4i4.10731

Riswanto, A., Rasto, Hendrayati, H., Saparudin, M., Abidin, A. Z., & Eka, A. P. B. (2020). The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country. Management Science Letters, 10(8), 1947–1952. https://doi.org/10.5267/j.msl.2020.2.008

Saadeldin, M. M. K., Abogabal, M., & Shahin, M. M. (2026). Beyond the green marketing mix: Exploring Gen Z motives towards sustainable food products in an emerging market. Management & Sustainability: an Arab Review, 1–30. https://doi.org/10.1108/MSAR-06-2025-0201

Sahai, S., Goel, R., Malik, P., Krishnan, C., Singh, G., & Bajpai, C. (2018). Role of social media optimization in digital marketing with special reference to Trupay. International Journal of Engineering & Technology, 7(2.11), 52–57. https://doi.org/10.14419/ijet.v7i2.11.11007

Saputra, A. A., Aryani, D. N., Gahlaut, R., Hui, L. S., Aggarwal, R., Sattar, N., & Shiyas, M. (2024). The influence of barcode scanning payment system on customer satisfaction in buying and selling transactions in Indonesia and India. International Journal of Applied Business and International Management, 9(2), 218–233. https://doi.org/10.32535/ijabim.v9i2.3367

Sawicki, A. (2016). Digital marketing. World Scientific News, 48, 82–88.

Sultoni, M. H., Sudarmiatin, S., Hermawan, A., & Sopiah, S. (2022). Digital marketing, digital orientation, marketing capability, and information technology capability on marketing performance of Indonesian SMEs. International Journal of Data and Network Science, 6(4), 1381–1388. https://doi.org/10.5267/j.ijdns.2022.5.013

Teece, D. J. (2023). Dynamic Capabilities and Strategic Management: Organizing for Innovation and Growth (2nd ed.). Oxford University Press.

Utomo, N. A., Toruan, R. R. M. L., & Hamzah, R. E. (2025). Social Media Optimization pada Instagram @PemkabBekasi dalam Meningkatkan Public Engagement. Komunikata57, 6(1), 121–132. https://doi.org/10.55122/kom57.v6i1.1714

Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022

Vial, G. (2021). Understanding digital transformation: A review and a research agenda. In A. Hinterhuber, T. Vescovi, & F. Checchinato (Eds.), Managing Digital Transformation (1st ed., pp. 13–66). Routledge. https://doi.org/10.4324/9781003008637-4

Wahyudiono, W., Baktiono, R. A., & Artaya, P. (2022). Perubahan lingkungan memicu pemanfaatan media sosial dan mengungkit pertumbuhan usaha sektor industri kreatif. Image: Jurnal Riset Manajemen, 11(1), 14–25. https://doi.org/10.17509/image.v11i1.39558

Wiryawan, I. P. G. H., & Seminari, N. K. (2022). Peran inovasi produk memediasi orientasi pasar terhadap kinerja pemasaran. E-Jurnal Manajemen Universitas Udayana, 11(6), 1090–1106. https://doi.org/10.24843/EJMUNUD.2022.v11.i06.p02

DOI: https://doi.org/10.32535/ijabim.v11i2.4666