Navigating Environmental Turbulence: Market Orientation, Social Media Optimization, and Marketing Performance with Digital Mediation

Antok Yuri Widiastoro; Sukesi Sukesi

doi:10.62794/je3s.v7i3.350

Authors

Antok Yuri Widiastoro Universitas Dr. Soetomo, Indonesia
Sukesi Universitas Dr. Soetomo, Indonesia

DOI:

https://doi.org/10.62794/je3s.v7i3.350

Keywords:

Market Orientation, Social Media Optimization, Environmental Turbulence, Digital Marketing, Marketing Performance

Abstract

This study examines the effects of market orientation, social media optimization, and environmental turbulence on marketing performance through the mediating role of digital marketing in the garment industry of East Java, Indonesia. The research aims to explain how internal strategic capabilities and external environmental dynamics contribute to marketing performance in an increasingly digital business environment. A quantitative approach was employed using survey data collected from managers and owners of garment companies affiliated with the Indonesian Garment Companies Association in East Java. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that market orientation, social media optimization, and environmental turbulence have positive and significant effects on digital marketing. Market orientation, environmental turbulence, and digital marketing significantly improve marketing performance, whereas social media optimization does not directly influence marketing performance. Digital marketing plays a significant mediating role in the relationships between market orientation, social media optimization, environmental turbulence, and marketing performance. Environmental turbulence emerges as the strongest contextual driver stimulating firms to strengthen adaptive digital marketing practices. The findings indicate that superior marketing performance is achieved not because environmental turbulence is beneficial in itself, but because firms respond to environmental pressures through enhanced digital marketing capabilities.

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