Marketing Agility and Innovation: Boosting Performance in the Used Car Market
Keywords:
Marketing agility, Marketing innovation, Marketing performance, Market turbulence, Small and medium-sized enterprisesAbstract
Objectives: Marketing agility has become a critical capability within firms classified as small and medium-sized enterprises (SMEs) to sustain marketing performance within increasingly dynamic and competitive markets. Within the context of Indonesia’s pre-owned car industry, the present research examines the intervening role of marketing innovation in explaining how marketing agility influences marketing performance.
Methodology: A quantitative approach was employed using survey data collected from 289 used car SMEs operating in the Jabodetabek region. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the data, with the model specified at both the first-order and second-order levels..
Findings: The empirical results reveal that marketing agility exerts a significant positive influence on both marketing innovation and marketing performance. In addition, marketing innovation significantly improves marketing performance and fully mediates the relationship between marketing agility and marketing performance. At the dimensional level, proactiveness, responsiveness, and speed exhibit significant indirect effects on marketing performance through marketing innovation, whereas flexibility does not demonstrate a significant effect. Moreover, market turbulence is found not to moderate the relationships among marketing agility, marketing innovation, and marketing performance.
Conclusion: The results emphasize the crucial role of marketing agility and marketing innovation in enhancing marketing performance under relatively stable market conditionsReferences
Asseraf, Y., Lages, L. F., & Shoham, A. (2018). Assessing The Drivers And Impact Of International Marketing Agility. International Marketing Review. Https://Doi.Org/10.1108/Imr-12-2017-0267
Barreto, I. (2010). Dynamic Capabilities : A Review Of Past Research. Journal Of Management, 36, 256–280. Https://Doi.Org/10.1177/0149206309350776
Chang, S., Gong, Y., Way, S. A., & Jia, L. (2013). Flexibility-Oriented Hrm Systems , Absorptive Capacity , And Market Responsiveness And Firm Innovativeness. Journal Of Management, 39(7), 1924–1951. Https://Doi.Org/10.1177/0149206312466145
Drnevich, P. L., & Kriauciunas, A. P. (2011). Clarifying The Conditions And Limits Of The Contributions Of Ordinary And Dynamic Capabilities To Relative Firm Performance. Strategic Management Journal, 32, 254–279. Https://Doi.Org/10.1002/Smj.882
Eckstein, D., Goellner, M., Blome, C., & Michael Henke. (2015). The Performance Impact Of Supply Chain Agility And Supply Chain Adaptability: The Moderating Effect Of Product Complexity. International Journal Of Production Research, September, 1–45. Https://Doi.Org/10.1080/00207543.2014.970707
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (Pls-Sem) Using R. In Practical Assessment, Research And Evaluation (Vol. 21, Issue 1). Http://Www.
Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2020). Marketing Agility : The Concept , Antecedents , And A Research Agenda. Journal Of Marketing, 1(24). Https://Doi.Org/10.1177/0022242920952760
Khan, H. (2020). Is Marketing Agility Important For Emerging Market Fi Rms In Advanced Markets ? International Business Review, 101733. Https://Doi.Org/10.1016/J.Ibusrev.2020.101733
Liang, Z., Du, J., & Hua, Y. (2025). The Impact Of Digital Marketing Capability On Firm Performance : Empirical Evidence From Chinese Listed Manufacturing Firms. Journal Of Theoretical And Applied Electronic Commerce Research (Jtaer), 20(236). Https://Doi.Org/Https://Doi.Org/10.3390/ Jtaer20030236
Nagel, R. N. (1991). 21st Century Manufacturing Enterprise Strategy.
Nurcholis, L. (2020). The Mediating Effect Of Agility At Relationship Between Market Orientation And Marketing Performance. Jurnal Manajemen Dan Pemasaran Jasa, 13(1), 65–78. Https://Doi.Org/10.25105/Jmpj.V13i1.5835
Osei, C., & Amankwah-Amoah, J. (2018). Developing And Deploying Marketing Agility In An Emerging Economy : The Case Of Blue Skies Agility. International Marketing Review. Https://Doi.Org/10.1108/Imr-12-2017-0261
Poolton, J., Ismail, H. S., Reid, I. R., & Arokiam, I. C. (2006). Agile Marketing For The Manufacturing-Based Sme. Marketing Intelligence & Planning, 24(7), 681–693. Https://Doi.Org/10.1108/02634500610711851
Pranatasari, F. D., & Dharma, U. S. (2020). Agile Marketing Sebagai Solusi Business Disruption Menuju Kebangkitan Bisnis Umkm Pasca Covid-19. Modus Universitas Sanata Dharma, 33(2), 196–211.
Roberts, N., & Grover, V. (2012a). Investigating Firm’s Customer Agility And Firm Performance: The Importance Of Aligning Sense And Respond Capabilities. Journal Of Business Research, 65(5), 579–585. Https://Doi.Org/10.1016/J.Jbusres.2011.02.009
Roberts, N., & Grover, V. (2012b). Leveraging Information Technology Infrastructure To Facilitate A Firm ’ S Customer Agility And Competitive Activity : An Empirical Investigation. Journal Of Management Information Systems / Spring, 28(4), 231–269. Https://Doi.Org/10.2753/Mis0742-1222280409
Schilke, O. (2014). On The Contingent Value Of Dynamic Capabilities For Competitive Advantage : The Nonlinear Moderating Effect Of Environmental Dynamism. Strategic Management Journal, 35, 179–203. Https://Doi.Org/10.1002/Smj.2099
Sekaran, U., & Bougie, R. (2016). Research Methods For Business. In Wiley Online Library.
Sukardi, M., Za, S. Z., & Hudayah, S. (2021). The Effect Of Marketing Agility To Marketing Performance Through Innovation Capability Of Retail Company Of Spare Parts For Heavy Equipment Coal Mining In East Kalimantan. Budapest International Research And Critics Institute-Journal (Birci-Journal), 4(4), 13247–13254. Https://Doi.Org/Https://Doi.Org/10.33258/Birci.V4i4.3396 13247
Teece, D., Peteraf, M., & Leih, S. (2016). Dynamic Capabilities And Organizational Agility: Risk,Uncertainty, And Strategy In The Innovation Economy (Vol. 58, Issue 4).
Zhou, J., Mavondo, F. T., & Graham, S. (2018). The Relationship Between Marketing Agility And Fi Nancial Performance Under Di Ff Erent Levels Of Market Turbulence. Industrial Marketing Management, 0–1. Https://Doi.Org/10.1016/J.Indmarman.2018.11.008
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 MIX: JURNAL ILMIAH MANAJEMEN
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that this paper has not been published in the same form elsewhere.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
