Work

Marketing innovation capability, market knowledge capability, and digital marketing capability on marketing performance: The mediating role of religiocentric relational advantage

Year: 2026

Type: article

Abstract: This study investigates the influence of marketing innovation capability (MIC), digital marketing capability (DMC), and market knowledge capability (MKC) on marketing performance (MP), with religiocentric relational advantage (RRA) as a mediating variable. Data were collected through questionnaires with 305 leaders or owners of Muslim fashion SMEs in Indonesia. The data were processed using Structural Equation Modeling (SEM). These findings show that marketing innovation capability, digital marketing capability, and market knowledge capability directly influence both religiocentric relational advantage and marketing performance. Furthermore, religiocentric relational advantage also directly influences marketing performance. Religiocentric relational advantage mediates the relationship between marketing innovation capability and marketing performance. Religiocentric relational advantage also mediates the relationship between digital marketing capability and marketing performance, and between market knowledge capability and marketing performance.

Source: PaperAsia

DOI: 10.59953/paperasia.v42i5b.1825

Authors: Adelia Sandra Swastika Putri, Mulyana Mulyana, Hendar Hendar, Asyhari Asyhari, Tatik Nurhayati

Institutions: Sultan Agung Islamic University, Universitas PGRI Semarang

Language: English

Topic: Innovation and Knowledge Management

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7225753050

FWCI:

Cites:

Cited by:

Related to: