Kajian Peran Differentiated Marketing Agility untuk Meningkatkan Innovation Performance dan Marketing Performance pada Perusahaan Jasa Pengiriman Ekspres di Indonesia

Abstract

The express delivery service industry in Indonesia faces intense competition, requiring companies to continuously learn, innovate, and develop adaptive marketing strategies to enhance their performance. Differentiated Marketing Agility has emerged as a crucial concept to help companies navigate the fast-paced and complex market dynamics. This study aims to construct a model for improving Innovation Performance and Marketing Performance in the express delivery service industry in Indonesia through the lens of Differentiated Marketing Agility. The research adopts an explanatory research design. The respondents of this study were companies that are members of the Indonesian Association of Express Delivery, Postal, and Logistics Services (Asperindo). Data analysis and hypothesis testing were performed using Structural Equation Modeling (SEM) with SmartPLS version 4. This quantitative study was carried out through questionnaires distributed via Google Forms to respondents representing express delivery companies under Asperindo, including Supervisors, Managers, Directors, or Business Owners. The hypothesis testing results indicate that Organizational Learning and Organizational Innovation have a direct positive but statistically insignificant impact on Marketing Performance. However, both have a significant positive impact on Differentiated Marketing Agility and Innovation Performance. Furthermore, Organizational Learning and Organizational Innovation indirectly influence Marketing Performance positively and significantly through the mediation of Differentiated Marketing Agility. Differentiated Marketing Agility has a significant positive effect on both Innovation Performance and Marketing Performance, demonstrating that a company's ability to respond more nimbly, act more flexibly, and quickly adapt to changes in the market environment enhances its Innovation Performance, Marketing Performance, and competitive advantage.