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The Effect of Marketing Ambidexterity, Dynamic Marketing Ability, and Managerial Agility on Business Resilience and Sustainability of Small and Medium Enterprises in West Sulawesi
Author(s):
1. Farid Wajdi: Universitas Muslim Indonesia, Makassar City, Indonesia
2. Abdul Rahman Mus: Universitas Muslim Indonesia, Makassar City, Indonesia
3. Sabri Hasan: Universitas Muslim Indonesia, Makassar City, Indonesia
4. Suriyanti: Universitas Muslim Indonesia, Makassar City, Indonesia
Abstract:
This research was carried out with the aim of To find out and analyze the influence of Marketing Ability Ambidexterity, Dynamic Marketing Ability, and Managerial Agility on Business Resilience and Sustainability of Small and Medium Enterprises in West Sulawesi. Data collection used a questionnaire of 384 respondents, with the data analysis methods used in this study being descriptive analysis and SEM analysis (sructural Equation Modeling) with the help of the AMOS program. The results of the study show that 1). Marketing Ambidexterity directly has a positive and significant influence on business resilience 2). Dynamic Marketing Ability has a positive and significant influence on business resilience 3). Menegerial Agiliity has a positive and significant influence on Business Resilience 4). Marketing Ambidexterity has a positive and insignificant influence on business sustainability 5). Dynamic Marketing Capabilities have a positive and significant influence on sustainability 6). Menegaraal Agiliity has a positive and significant influence on business sustainability 7). Business resilience has a positive and significant influence on business sustainability 8). Marketing Ambidexterity has a positive and significant effect on business sustainability through business resilience. 9). Dynamic Marketing Ability has a positive and significant effect on business sustainability through business resilience. 10). Menationalal agility has a positive and significant effect on business sustainability through business resilience.
Page(s): 5795-5809
Published: Journal: Pakistan Journal of Life and Social Sciences, Volume: 23, Issue: 1, Year: 2025
Keywords:
Ambidexterity Marketing Ability Dynamic Marketing Ability Managerial Agility Business Resilience Business Sustainability
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