Revolutionizing the runway: how technological and marketing innovation fuse market sensing on marketing performance in fashion industry

Abstract

This research attempts to explore the uses of market sensing and marketing performance through technological innovation and marketing innovation of local SMEs that offer their branded products in the fashion industry. While many previous studies discuss technological and marketing innovation in well-established fashion industries, this study attempts to relate market sensing and marketing performance from the less-established home fashion industry. Methodology, the sampling method uses purposive sampling with 142 respondents. The data processing used SmartPLS, evaluating the reflective measurement model and the structural model. Findings, the analysis of the structural equations shows that all variables of direct effect have a positive and significant effect. The final value, this paper will provide a direct contribution to increasing the amount of literature and to practitioners who have contributed knowledge related to market sensing variables on marketing performance, which are the variables of technological innovation and marketing innovation.

Keywords:

• Market Sensing
• Marketing Performance
• Technological Innovation
• Marketing Innovation
• Fashion Industry

REVIEWING EDITOR:

• Len Tiu Wright, De Montfort University Faculty of Business and Law, United Kingdom

SUBJECTS:

• Marketing Communications
• Marketing Management
• Innovation Management

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Jeskhael Este Sutanto

Jeskhael Este Sutanto, as Assistant Professor of Operations Management, with work experience in the manufacturing industry for 32 years. Experience as a Lecturer, at several Universities, Institutes and in Universitas Ciputra Surabaya until now.

Eric Harianto

Eric Harianto, as Assistant Professor of Operational Cost Efficiency; work experience to carry out cost efficiency thereby reducing operational costs for the Ciputra Group Education Building. Experience as a lecturer at Ciputra University for 10 years.

Nursaid, as Assistant Professor of Human Resources Management. Teaching experience has more than 10 years. Apart from his activities as a teacher, he is often invited by the Government as a resource person.

Denpharanto Agung Krisprimandoyo

Denpharanto Agung Krisprimandoyo, as Assistant Professor of Marketing Strategy. Experience as a marketing manager in the real estate sector at Ciputra Groups. As a career aside from being a marketing manager, he has also been a lecturer at Universitas Ciputra Surabaya, until now.