Unveiling the Effects of International Marketing Agility on Business Performance Through Innovation Capability in the Market Turbulence Condition: Why Mediating and Moderating Role Insights Matter
The research gap between the moderating effect of market turbulence and the mediating effect of innovation capability on the business performance and international marketing agility of craft small and medium companies (SMEs) in the Yogyakarta Special Region Province is addressed in this study. This study employed a quantitative approach with a questionnaire, and the data were then analyzed using SEM-PLS. This shows that of all the indicators tested, there are four accepted hypotheses and two rejected hypotheses. The accepted hypothesis confirms that International Marketing Agility affects Innovation Capability and Business Performance, both directly and with the moderation of Market Turbulence. However, the idea that Innovation Capability mediates the relationship between International Marketing Agility and Business Performance has not been shown to be significant. This study helps investigate how innovation capability and business performance in craft small and medium-sized businesses (SMEs) are impacted by international marketing agility. The originality in this research offers a new concept, namely the integration of International Marketing agility with Innovation Capability and its impact on SME Business Performance in the midst of Market turbulence. This research provides new insights into how SMEs can utilize agility and adaptability in international marketing to achieve better business performance, as well as the importance of developing innovative marketing strategies in the face of dynamic market changes.