Confirmatory factor analysis of marketing performance dimensions: a lesson from SMEs in Malang, Indonesia

Figures & data

Figure 1. SME perspectives on marketing performance in business statistics.

Source: Pre-Survey, 2022.

Table 1. The MSME criteria in Indonesia.

Item	Micro	Small	Medium
Net assets (land and building excluded)	Less than Rp50 million	Rp50 million–Rp500 million	Rp500 million–Rp10 billion
Total annual sales value	Less than Rp300 million	Rp300.0 million–Rp2.5 billion	Rp2.5 billion to Rp50.0 billion
Employment	1–4 people	5–19 people	20–99 people

Source: ADB Asia SME Monitor 2022 database; data from Law No.20/2008 on Micro, Small, and Medium-sized Enterprises.

Table 2. Number of businesses and traders in Malang municipality in 2018–2020.

Sub-district in Malang Municipality	Number of Businesses and Traders in Malang
	Businesses (Units)			Traders (People)
	2018	2019	2020	2018	2019	2020
Kedungkandang	1815	1815	1803	1091	1091	1375
Sukun	3409	3409	3674	2671	2671	2824
Klojen	8027	8027	7812	4385	4385	4296
Blimbing	2656	2656	2670	2116	2116	1931
Lowokwaru	1114	1114	1112	478	478	478
Malang Municipality	17021	17021	17071	10741	10741	10904

Source: Malangkota.bps.go.id.

Figure 2. Annual scientific production.

Source: Bibliometric Analysis with Scopus Data (1959–2022), R Program.

Retrieved 19 October 2022, at 14:31.

Table 3. The expanding domain of marketing performance measurement.

Financial Output Measure	Non-Financial Measure	Input Measure	Multiple Measure
Profit	Market Share	Marketing Asset	Efficiency
Sales Revenue	Quality of Service	Marketing Audit	Effectiveness
Cashflow	Adaptability	Marketing Implementation	Multivariate Analysis
	Customer Satisfaction	Marketing Orientation
	Customer Loyalty

Table 4. Dimensions of marketing performance.

Performance	Definition	Main References
Marketing Efficiency	The company’s ability to efficiently convert inputs into outputs	(Ambler et al., 2004); (Bruce H. Clark, 1999)
Customer Relationship Management	Customers’ perception of the firm’s potential to remain profitable	(Kim et al., 2003); (O'Sullivan & Abela, 2007); (Shah et al., 2006)
Internal Consistency	The company’s ability to manage a strategic relationship with all functions inside the firm and to make dynamic alignment decisions	(Jaworski et al., 1993); (Sheth et al., 2000)
Supply-chain Interface	The company’s ability to manage strategic relationships with all supply chain partners in a dynamic manner, resulting in alignment	(Srivastava et al., 1999)
Intellectual Capital and Knowledge-based Asset Management	The company’s ability to provide market intelligence that is quickly and widely disseminated to all company stakeholders	(Jaworski et al., 1993); (Jaworski, 1988); (Srivastava et al., 1999)

Figure 3. Thematic map.

Source: Bibliometric analysis with scopus data (1959–2022).

Retrieved 19 October 2022, at 14.31.

Figure 4. Most globally cited articles.

Source: Bibliometric Analysis with Scopus Data (1959–2022), R Program.

Retrieved: 19 October 2022, at 14.31.

Figure 5. Marketing performance for SME model.

Adaptation construct from Morgan et al. (2002), Lamberti and Noci (2010), Katsikeas et al. (2016), Bruce H. Clark (1999), Ambler et al. (2004).

Table 5. KMO-MSA test.

KMO and Bartlett’s Test.

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.		.838
Bartlett’s Test of Sphericity	Approx. Chi-Square	6795.314
	Df	2145
	Sig.	<.001

Source: SPSS.26 Output Processed by the Author (2022).

Table 6. Anti-image correlation.

Variables	Indicator	Anti-image Correlation	Variables	Indicator	Anti-image Correlation
X1	x1.1	0.704	X5	x5.1	0.900
	x1.2	0.746		x5.2	0.887
	x1.3	0.623		x5.3	0.832
	x1.4	0.613		x5.4	0.775
	x1.5	0.706		x5.5	0.800
X2	x2.1	0.837		x5.6	0.906
	x2.2	0.820		x5.7	0.908
	x2.3	0.819		x5.8	0.917
	x2.4	0.776		x5.9	0.784
	x2.5	0.708		x5.10	0.813
	x2.6	0.824		x5.11	0.836
	x2.7	0.847		x5.12	0.832
	x2.8	0.809		x5.13	0.886
	x2.9	0.873		x5.14	0.834
	x2.10	0.846		x5.15	0.808
X3	x3.1	0.631	X6	x6.1	0.864
	x3.2	0.654		x6.2	0.900
	x3.3	0.766		x6.3	0.885
	x3.4	0.774		x6.4	0.884
	x3.5	0.807		x6.5	0.886
	x3.6	0.790		x6.6	0.874
X4	x4.1	0.801		x6.7	0.835
	x4.2	0.783		x6.8	0.927
	x4.3	0.835		x6.9	0.909
	x4.4	0.799		x6.10	0.862
	x4.5	0.905		x6.11	0.889
	x4.6	0.776		x6.12	0.868
	x4.7	0.854		x6.13	0.867
	x4.8	0.924		x6.14	0.832
	x4.9	0.804		x6.15	0.881
	x4.10	0.869		x6.16	0.834
	x4.11	0.850	Criteria: anti-image correlation > 0.50
	x4.12	0.873
	x4.13	0.692
	x4.14	0.882

Source: SPSS.26 output processed by the Author (2022).

Table 7. Communalities.

Variables	Indicator	Extraction	Variables	Indicator	Extraction
X1	x1.1	0.738	X5	x5.1	0.745
	x1.2	0.748		x5.2	0.737
	x1.3	0.709		x5.3	0.678
	x1.4	0.695		x5.4	0.734
	x1.5	0.717		x5.5	0.797
X2	x2.1	0.668		x5.6	0.767
	x2.2	0.654		x5.7	0.767
	x2.3	0.647		x5.8	0.753
	x2.4	0.815		x5.9	0.689
	x2.5	0.758		x5.10	0.684
	x2.6	0.774		x5.11	0.687
	x2.7	0.727		x5.12	0.707
	x2.8	0.741		x5.13	0.773
	x2.9	0.744		x5.14	0.797
	x2.10	0.741		x5.15	0.763
X3	x3.1	0.604	X6	x6.1	0.822
	x3.2	0.731		x6.2	0.824
	x3.3	0.677		x6.3	0.833
	x3.4	0.718		x6.4	0.872
	x3.5	0.789		x6.5	0.839
	x3.6	0.838		x6.6	0.830
X4	x4.1	0.750		x6.7	0.789
	x4.2	0.712		x6.8	0.825
	x4.3	0.677		x6.9	0.848
	x4.4	0.770		x6.10	0.759
	x4.5	0.735		x6.11	0.815
	x4.6	0.592		x6.12	0.838
	x4.7	0.738		x6.13	0.841
	x4.8	0.699		x6.14	0.800
	x4.9	0.738		x6.15	0.863
	x4.10	0.801		x6.16	0.856
	x4.11	0.693	Criteria: Extraction > 0.50
	x4.12	0.699
	x4.13	0.676
	x4.14	0.792

Source: SPSS.26 output processed by the Author (2022).

Table 8. Total variance explained.

Total Variance Explained
	Initial Eigenvalues				Extraction Sums of Squared Loadings		Rotation Sums of Squared Loadings
Component	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %
1	28.518	43.206	43.206	28.518	43.206	43.206	11.928	18.072	18.072
2	4.692	7.109	50.315	4.692	7.109	50.315	11.091	16.804	34.877
3	4.132	6.261	56.576	4.132	6.261	56.576	6.004	9.097	43.973
4	2.134	3.234	59.810	2.134	3.234	59.810	4.502	6.822	50.795
5	1.970	2.986	62.796	1.970	2.986	62.796	4.314	6.536	57.331
6	1.662	2.518	65.314	1.662	2.518	65.314	2.523	3.823	61.154
7	1.453	2.202	67.516	1.453	2.202	67.516	2.251	3.411	54.565
8	1.398	2.117	69.634	1.398	2.117	69.634	2.186	3.312	67.876
9	1.351	2.046	71.680	1.351	2.046	71.680	1.926	2.918	70.794
10	1.236	1.874	73.554	1.236	1.874	73.554	1.528	2.316	73.110
11	1.089	1.650	75.204	1.089	1.650	75.204	1.382	2.095	75.204

Source: SPSS.26 output processed by the Author (2022).

Table 9. Variable indicators.

Variable	Indicator
Marketing Efficiency (X1)	(x1.1) Able to measure expenses (x1.2) Able to measure the investment costs for a product or service
Marketing Effectiveness (X2)	(x2.4) Regular evaluations to monitor the achievement of goals (x2.5) Current market share in accordance with the target set (x2.6) Measurement of marketing effectiveness (x2.7) Customer satisfaction
Adaptive (X3)	(x3.1) Able to evaluate competitors, (x3.2) Efforts to monitor the progress of your business competitors
Product Market Level (X4)	(x4.1) Measure target market (x4.2) Identify customer needs (x4.3) The company’s special characteristics based on the company’s capabilities (x4.4) The company’s special features based on market demand (x4.12) Evaluate the suitability of the product for the market
Customer (X5)	(x5.4) Manage word of mouth from business (x5.5) Customer details or loyal customers (x5.7) Measure customer satisfaction (x5.8) Complaints (x5.9) Customer loss rate data, (x5.10) Complaints have been handled properly (x5.11) Unhandled complaints (x5.12) Specific measurements of customer expectations (x5.13) A communication channel to follow the customer’s expectations (x5.14) Digital services for measuring the level of achievement of business (x5.15) Measure service performance according to standard (SOP)
Financial Performance (X6)	(x6.5) Monitor business income (x6.6) Monitor business profits (x6.7) Monitor the flow of funds (x6.8) Monitor your company’s fixed costs over time (x6.9) Monitor the company’s debt (x6.10) Monitor the company’s capital (x6.11) Measure the return on investment (x6.12) Measure the cost of capital (x6.13) Measure the payment (x6.14) Measure interest debt payments (x6.15) Measure the level of risk of an investment (x6.16) Measure the level of risk of the assets purchased

Source: Author (2022).

Table 10. Reliability test.

Variable	Amount Indicator	Cronbach’s Alpha
X1	2	0.756
X2	4	0.854
X3	2	0.654
X4	5	0.875
X5	11	0.945
X6	12	0.970

Source: SPSS.26 output processed by the Author (2022).

Figure 6. CFA diagram of the marketing performance.

Source: Questionnaire results processed by the Author (2022).

Figure 7. Modified CFA diagram of the marketing performance.

Source: Questionnaire results processed by the Author (2022).

Table

KMO and Bartlett’s Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.		.838
Bartlett’s Test of Sphericity	Approx. Chi-Square	6795.314
	Df	2145
	Sig.	<,001

Source: SPSS.26 Output Processed by the Author (2022).

Table

Variable	Indicator	Anti-image Correlation	Variable	Indicator	Anti-image Correlation
X1	x1.1	0.704	X5	x5.1	0.900
	x1.2	0.746		x5.2	0.887
	x1.3	0.623		x5.3	0.832
	x1.4	0.613		x5.4	0.775
	x1.5	0.706		x5.5	0.800
X2	x2.1	0.837		x5.6	0.906
	x2.2	0.820		x5.7	0.908
	x2.3	0.819		x5.8	0.917
	x2.4	0.776		x5.9	0.784
	x2.5	0.708		x5.10	0.813
	x2.6	0.824		x5.11	0.836
	x2.7	0.847		x5.12	0.832
	x2.8	0.809		x5.13	0.886
	x2.9	0.873		x5.14	0.834
	x2.10	0.846		x5.15	0.808
X3	x3.1	0.631	X6	x6.1	0.864
	x3.2	0.654		x6.2	0.900
	x3.3	0.766		x6.3	0.885
	x3.4	0.774		x6.4	0.884
	x3.5	0.807		x6.5	0.886
	x3.6	0.790		x6.6	0.874
X4	x4.1	0.801		x6.7	0.835
	x4.2	0.783		x6.8	0.927
	x4.3	0.835		x6.9	0.909
	x4.4	0.799		x6.10	0.862
	x4.5	0.905		x6.11	0.889
	x4.6	0.776		x6.12	0.868
	x4.7	0.854		x6.13	0.867
	x4.8	0.924		x6.14	0.832
	x4.9	0.804		x6.15	0.881
	x4.10	0.869		x6.16	0.834
	x4.11	0.850	Criteria: anti-image correlation > 0.50
	x4.12	0.873
	x4.13	0.692
	x4.14	0.882

Source: SPSS.26 output processed by the Author (2022).

Table

Variable	Indicator	Extraction	Variable	Indicator	Extraction
X1	x1.1	0.738	X5	x5.1	0.745
	x1.2	0.748		x5.2	0.737
	x1.3	0.709		x5.3	0.678
	x1.4	0.695		x5.4	0.734
	x1.5	0.717		x5.5	0.797
X2	x2.1	0.668		x5.6	0.767
	x2.2	0.654		x5.7	0.767
	x2.3	0.647		x5.8	0.753
	x2.4	0.815		x5.9	0.689
	x2.5	0.758		x5.10	0.684
	x2.6	0.774		x5.11	0.687
	x2.7	0.727		x5.12	0.707
	x2.8	0.741		x5.13	0.773
	x2.9	0.744		x5.14	0.797
	x2.10	0.741		x5.15	0.763
X3	x3.1	0.604	X6	x6.1	0.822
	x3.2	0.731		x6.2	0.824
	x3.3	0.677		x6.3	0.833
	x3.4	0.718		x6.4	0.872
	x3.5	0.789		x6.5	0.839
	x3.6	0.838		x6.6	0.830
X4	x4.1	0.750		x6.7	0.789
	x4.2	0.712		x6.8	0.825
	x4.3	0.677		x6.9	0.848
	x4.4	0.770		x6.10	0.759
	x4.5	0.735		x6.11	0.815
	x4.6	0.592		x6.12	0.838
	x4.7	0.738		x6.13	0.841
	x4.8	0.699		x6.14	0.800
	x4.9	0.738		x6.15	0.863
	x4.10	0.801		x6.16	0.856
	x4.11	0.693	Criteria: Extraction > 0.50
	x4.12	0.699
	x4.13	0.676
	x4.14	0.792

Source: SPSS.26 output processed by the Author (2022).

Table

Total Variance Explained
	Initial Eigenvalues			Extraction Sums of Squared Loadings			Rotation Sums of Squared Loadings
Component	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %
1	28.518	43.206	43.206	28.518	43.206	43.206	11.928	18.072	18.072
2	4.692	7.109	50.315	4.692	7.109	50.315	11.091	16.804	34.877
3	4.132	6.261	56.576	4.132	6.261	56.576	6.004	9.097	43.973
4	2.134	3.234	59.810	2.134	3.234	59.810	4.502	6.822	50.795
5	1.970	2.986	62.796	1.970	2.986	62.796	4.314	6.536	57.331
6	1.662	2.518	65.314	1.662	2.518	65.314	2.523	3.823	61.154
7	1.453	2.202	67.516	1.453	2.202	67.516	2.251	3.411	54.565
8	1.398	2.117	69.634	1.398	2.117	69.634	2.186	3.312	67.876
9	1.351	2.046	71.680	1.351	2.046	71.680	1.926	2.918	70.794
10	1.236	1.874	73.554	1.236	1.874	73.554	1.528	2.316	73.110
11	1.089	1.650	75.204	1.089	1.650	75.204	1.382	2.095	75.204

Table

Indicator	Factor Loading	Factor	Info
x1.1	0.767	8	Valid
x1.2	0.718	8	Valid
x1.3	0.623	9	Invalid
x1.4	0.497	4	Invalid
x1.5	0.762	4	Invalid
x2.1	0.435	3	Invalid
x2.2	0.436	4	Invalid
x2.3	0.369	3	Invalid
x2.4	0.740	4	Valid
x2.5	0.693	4	Valid
x2.6	0.617	4	Valid
x2.7	0.560	4	Valid
x2.8	0.681	7	Invalid
x2.9	0.569	7	Invalid
x2.10	0.474	5	Invalid
x3.1	0.677	6	Valid
x3.2	0.814	6	Valid
x3.3	0.404	6	Invalid
x3.4	0.548	9	Invalid
x3.5	0.495	11	Invalid
x3.6	0.810	10	Invalid
x4.1	0.598	3	Valid
x4.2	0.610	3	Valid
x4.3	0.656	3	Valid
x4.4	0.627	3	Valid
x4.5	0.544	3	Invalid
x4.6	0.494	1	Invalid
x4.7	0.648	1	Invalid
x4.8	0.674	1	Invalid
x4.9	0.738	1	Invalid
x4.10	0.712	1	Invalid
x4.11	0.465	1	Invalid
x4.12	0.600	3	Valid
x4.13	0.414	1	Invalid
x4.14	0.550	1	Invalid
x5.1	0.617	3	Invalid
x5.2	0.558	3	Invalid
x5.3	0.516	1	Valid
x5.4	0.740	1	Valid
x5.5	0.729	1	Valid
x5.6	0.503	1	Invalid
x5.7	0.710	1	Valid
x5.8	0.663	1	Valid
x5.9	0.557	1	Valid
x5.10	0.654	1	Valid
x5.11	0.605	1	Valid
x5.12	0.711	1	Valid
x5.13	0.687	1	Valid
x5.14	0.737	1	Valid
x5.15	0.725	1	Valid
x6.1	0.712	5	Invalid
x6.2	0.646	5	Invalid
x6.3	0.578	5	Invalid
x6.4	0.637	5	Invalid
x6.5	0.626	2	Valid
x6.6	0.656	2	Valid
x6.7	0.738	2	Valid
x6.8	0.740	2	Valid
x6.9	0.821	2	Valid
x6.10	0.779	2	Valid
x6.11	0.809	2	Valid
x6.12	0.846	2	Valid
x6.13	0.853	2	Valid
x6.14	0.804	2	Valid
x6.15	0.845	2	Valid
x6.16	0.875	2	Valid

Table

Variable	Indicator	Total
Marketing Efficiency (X1)	x1.1, x1.2	2
Marketing Effective (X2)	x2.4, x2.5, x2.6, x2.7	4
Adaptiveness (X3)	x3.1, x3.2	2
Product Market Level (X4)	x4.1, x4.2, x4.3, x4.4, x4.12	5
Customer (X5)	x5.4, x5.5, x5.7, x5.8, x5.9, x5.10, x5.11, x5.12, x5.13, x5.14, x5.15	11
Financial Performance (X6)	x6.5, x6.6, x6.7, x6.8, x6.9, x6.10, x6.11, x6.12, x6.13, x6.14, x6.15, x6.16	12
Total		36

Table

KMO and Bartlett’s Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.		.874
Bartlett’s Test of Sphericity	Approx. Chi-Square	3322.477
	Df	630
	Sig.	<.001

Table

Variabel	Indikator	Anti-image Correlation	Variabel	Indikator	Anti-image Correlation	Variabel	Indikator	Anti-image Correlation
X1	x1.1	0.738	X5	x5.4	0.847	X6	x6.5	0.873
	x1.2	0.821		x5.5	0.806		x6.6	0.920
X2	x2.4	0.815		x5.7	0.938		x6.7	0.936
	x2.5	0.796		x5.8	0.910		x6.8	0.959
	x2.6	0.858		x5.9	0.871		x6.9	0.893
	x2.7	0.836		x5.10	0.839		x6.10	0.943
X3	x3.1	0.632		x5.11	0.880		x6.11	0.919
	x3.2	0.686		x5.12	0.809		x6.12	0.897
X4	x4.1	0.904		x5.13	0.871		x6.13	0.908
	x4.2	0.882		x5.14	0.855		x6.14	0.913
	x4.3	0.848		x5.15	0.924		x6.15	0.893
	x4.4	0.772					x6.16	0,870
	x4.12	0.817

Table

Variabel	Indikator	Extraction	Variabel	Indikator	Extraction	Variabel	Indikator	Extraction
X1	x1.1	0.719	X5	x5.4	0.669	X6	x6.5	0.665
	x1.2	0.751		x5.5	0.611		x6.6	0.776
X2	x2.4	0.752		x5.7	0.702		x6.7	0.766
	x2.5	0.735		x5.8	0.715		x6.8	0.773
	x2.6	0.693		x5.9	0.595		x6.9	0.834
	x2.7	0.721		x5.10	0.691		x6.10	0.754
X3	x3.1	0.644		x5.11	0.677		x6.11	0.81
	x3.2	0.792		x5.12	0.722		x6.12	0.82
X4	x4.1	0.681		x5.13	0.751		x6.13	0.802
	x4.2	0.672		x5.14	0.81		x6.14	0.716
	x4.3	0.66		x5.15	0.767		x6.15	0.818
	x4.4	0.713					x6.16	0,84
	x4.12	0.657

Source: Output SPSS.26 Diolah Penulis (2022).

Table

Total Variance Explained
	Initial Eigenvalues				Extraction Sums of Squared Loadings		Rotation Sums of Squared Loadings
Component	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %
1	16.374	45.482	45.482	16.374	45.482	45.482	9.240	25.667	25.667
2	3.481	9.669	55.151	3.481	9.669	55.151	6.905	19.180	44.846
3	2.772	7.700	62.851	2.772	7.700	62.851	3.490	9.694	54.540
4	1.332	3.700	66.551	1.332	3.700	66.551	3.012	8.366	62.906
5	1.202	3.338	69.888	1.202	3.338	69.888	1.868	5.190	68.096
6	1.114	3.095	72.983	1.114	3.095	72.983	1.759	4.887	72.983

Table

Indicator	Factor Loading	Factor
x1.1	0.763	5
x1.2	0.762	5
x2.4	0.793	4
x2.5	0.726	4
x2.6	0.665	4
x2.7	0.698	4
x3.1	0.729	6
x3.2	0.862	6
x4.1	0.572	3
x4.2	0.623	3
x4.3	0.741	3
x4.4	0.687	3
x4.12	0.628	3
x5.4	0.706	2
x5.5	0.658	2
x5.7	0.733	2
x5.8	0.691	2
x5.9	0.680	2
x5.10	0.592	2
x5.11	0.593	2
x5.12	0.718	2
x5.13	0.782	2
x5.14	0.810	2
x5.15	0.793	2
x6.5	0.700	1
x6.6	0.727	1
x6.7	0.786	1
x6.8	0.786	1
x6.9	0.849	1
x6.10	0.787	1
x6.11	0.823	1
x6.12	0.840	1
x6.13	0.833	1
x6.14	0.790	1
x6.15	0.830	1
x6.16	0.869	1

Table

Variable	Total Indicator	Cronbach’s Alpha
X1	2	0.756
X2	4	0.854
X3	2	0.654
X4	5	0.875
X5	11	0.945
X6	12	0.970

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Data availability statement

Underlying Data:

This project contains the raw data of respondent responses

10.6084/m9.figshare.21786074

This project contains data Results that analyzed using Confirmatory Analysis

10.6084/m9.figshare.21805065

Extended data

Questionnaire for SMEs to confirm the model

10.6084/m9.figshare.21805035

Ethics clearance

10.6084/m9.figshare.21820083