THE ROLE OF SOCIAL CAPITAL AND OWNER COSMOPOLITANISM ON MARKETING PERFORMANCE OF JONEGOROAN BATIK MSMEs
Abstract
This study aimed to examine the role of specific components of social capital networking, namely trust, and solidarity in establishing micro small and medium enterprises marketing performance. Besides, this research also examines the role of cosmopolitanism of business owners in influencing the relationship between social capital and marketing performance. This study’s sample comprised MSMEs producing Jonegoran batik motifs. After excluding insincere responses, 247 questionnaires were used to test the hypothesis based on moderated regression analysis. The results of the analysis show that networking and solidarity were proved to have positive effects on marketing performance, whereas trust did not show statistically significant effects. The test of the moderation role shows that cosmopolitanism strengthens the positive relationship between trust and marketing performance. Cosmopolitanism is also proven to moderate the positive influence of solidarity on marketing performance. But cosmopolitanism does not moderate the relationship between networking and marketing performance.References
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