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Abstract

This study examines the relationships between individual VUCA dimensions and the dimensions of the Marketing Mix 4P, as well as the relationship between the two second-order constructs. A quantitative survey was conducted among 123 owners and/or managers of micro, small, and medium enterprises (MSMEs) in Jayapura City. Data were analyzed using SmartPLS 3 with a disjoint two-stage approach and 10,000 bootstrap subsamples. The first-order model tested 16 relationships between dimensions, while the second-order model examined the relationship between VUCA and the Marketing Mix 4P, both specified as formative constructs. Complexity was negatively associated with Product (β = −0.247; p = .002), whereas Ambiguity was positively associated with Product (β = 1.066; p < .001) and Price (β = 0.543; p < .001). The remaining 13 relationships were not significant at the 5% level. In the second-order model, VUCA was positively associated with the Marketing Mix 4P (β = 0.903; p < .001), with an R² of 0.815. These findings indicate that a significant composite-level relationship does not imply uniform relationships across dimensions. Interpretation accounts for limited discriminant validity between Ambiguity and Product and between Place and Promotion, the single-item measurement of Uncertainty, and the dominance of Ambiguity and Product in the composites. The study provides evidence of associations between environmental conditions and marketing practices in a sample concentrated in the food and beverage sector.


 

Keywords

Jayapura Marketing Mix VUCA MSMEs

How to Cite

Citation Format
Iriando Wijaya, Tokoro, M. S., Ahlia, I. S., & Tantyah Sitompul, F. K. (2016). Pengaruh VUCA terhadap Marketing Mix 4P pada UMKM di Kota Jayapura. LANCAH: Jurnal Inovasi Dan Tren, 4(2), 1342-1358. https://doi.org/10.35870/ljit.v4i2.8805

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Author Biographies

Iriando Wijaya, Cenderawasih University

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis , Universitas Cenderawasih, Jayapura, Indonesia

Mike Stevenson Tokoro, Cenderawasih University

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis , Universitas Cenderawasih, Jayapura, Indonesia

Isma Shalihi Ahlia, Cenderawasih University

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis , Universitas Cenderawasih, Jayapura, Indonesia

Fanny Kristin Tantyah Sitompul, Cenderawasih University

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis , Universitas Cenderawasih, Jayapura, Indonesia

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Copyright (c) 2016 Iriando Wijaya, Mike Stevenson Tokoro, Isma Shalihi Ahlia, Fanny Kristin Tantyah Sitompul

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