The current study is conducted to fill up the research gap on the inconsistent findings of the ability of market orientation in enhancing marketing performance through inserting the techno-resonance innovation capability and product innovativeness as factors to leverage marketing performance. Five hypotheses were developed and tested in a sample frame of 121 SMEs in the region of West Borneo, Indonesia. The findings of this study demonstrate the pivotal role of techno-resonance innovation capability in two folds. Firstly, a techno-resonance innovation capability is proved as a mediator of marketing orientation in enhancing marketing performance. Secondly, the techno-resonance innovation capability, which holds the potential for enhancing the product innovativeness, is essential but not sufficient to enhance marketing performance; still, another extra effort is necessary, such as resonating the value of innovativeness to the target market.

Aims: This study aims to analyze the effect of influencer marketing and content marketing on consumer purchase decision and customer engagement as mediating variables at Mitra Jawi Pontianak. Study Design: A quantitative approach was used to investigate this study, and as many as 204 respondent who met the required requirements participated. Place and Duration of Study: The study was taken place at Pontianak, West Kalimantan with Mitra Jawi Pontianak as a background study and conducted between September 2022 and November 2022. Methodology: The samples included a total of 204 respondents (68 men, 136 women; age range 17-50years). The sample criteria in this study were all the followers of Instagram account of Mitra Jawi Pontianak. Researchers used AMOS 24 software and structural equation modelling (SEM) to process the data. Results: The influence of influencer marketing on customer engagement is 6.049, more significant than the t-table value (1.96). Likewise, the p-value < 0.001, smaller than 0.05 (α = 0.05). It show that influencer marketing positively and significantly affects customer engagement. For the second hypothesis, the t-value, the effect of content marketing on customer engagement is 6.724, and the p-value < 0.001. It proves that content marketing positively and significantly affects customer engagement. For the third hypothesis, the t-value, the effect of customer engagement on purchase decisions is 4.246, and the p-value < 0.001. It shows that customer engagement positively and significantly affects purchase decisions. For the fourth hypothesis, the t-value, the effect of influencer marketing on purchase decisions is 2.317, and the p-value < 0.001. It show that influencer marketing positively and significantly affects purchase decisions. For the fifth hypothesis, the t-value, the effect of content marketing on purchase decisions is 2.379, and the p-value < 0.001. Thus, content marketing has a positive and significant effect on purchase decisions.   Conclusion: The study was carried by taking a sample of Mitra Jawi’s Instagram account followers. Both influencer marketing and content marketing positively and significantly influences customer engagement at the Mitra Jawi Pontiana. Also, the data indicate influencer marketing and content marketing positively and significantly influences consumer purchase decision at the Mitra Jawi Pontianak.

Aims: This research will look at the extent of the influence of Social Media Marketing Activities carried out by Avoskin Beauty to market their products so that potential; consumers are interested in buying products offered by Avoskin Beauty which are mediated by Customer Engagement. Study Design: A quantitative approach used a questionnaire comprising 205 respondents through purposive sampling. Place and Duration of Study: This study was taken place at Pontianak, West Kalimantan with Social Media TikTok as a background study and was conducted between July 2022 and December 2022. Methodology: We included 205 respondents (166 female, 39 male; age range 17-30 years) who know Avoskin products through TikTok social media and follow the TikTok account @avoskinbeauty. Sampling locations were carried out by distributing questionnaires online in various cities in Indonesia. Results: These results indicate that the t-count values for the Social Interaction, Sharing of Information, Surveillance, and Attraction variables on Customer Engagement and the effect of Customer Engagement on Purchase Intention are more significant than the t-table value of 1.96. Likewise, the p-value obtained shows a value smaller than 0.05 (α = 0.05). Based on these results, it can be stated that the variables Social Interaction, Sharing of Information, Surveillance, and Attraction have a significant influence on Customer Engagement, and Customer Engagement has a significant influence on Purchase Intention. Conclusion: This study illustrates that marketing through social media, primarily through the TikTok platform, can be a favorable consideration for business people who want to market their products to attract broad market attention. The Social Media Marketing Activities studied have a substantial effect on giving the interest to have the intention to buy the products offered. It can be a consideration for prospective business people and interested stakeholders to create a sustainable business with relevant opportunities in the present.

This study aims to determine the effects of service quality, personal selling and complain handling through satisfaction and trust on customer retention on the customer of Harda International Savings Bank, in Pontianak branch. The sample of this study consisted of 100 respondents of customers of Harda International Savings Bank, Pontianak. This associative study employed a survey method and a path analysis. The results of hypothesis test using test-F shows that the variables of service quality, personal selling, and complain handling have significant influence on satisfaction. Likewise the t-test results of hypothesis shows the variables of service quality, personal selling, and complain handling significantly influence satisfaction. Subsequently, satisfaction variable has significant influence on trust and customer retention. Meanwhile, trust variable has significant influence on customer retention.

This study aims to determine the effect of entrepreneurial and market orientation on business performance and test the ability to mediate innovation between entrepreneurial orientation and market orientation on business performance in SMEs in Indonesia. Small and medium enterprises (SMEs) play a significant role in a country's economy. It makes SMEs very interesting to study. The form of research used in this study is a descriptive quantitative research method with a causal approach. The data collection method used a questionnaire with a sample of 219 respondents who owned SMEs through a purposive sampling technique—using Structural Equation Modeling (SEM) with AMOS 24 tools. The results of this study indicate that Entrepreneurial Orientation and Market Orientation have a positive and significant effect on Business Performance. The Ability to Innovate also has a positive and significant effect on Business Performance. It plays a significant mediating role in the Entrepreneurial Orientation and Market Orientation of SMEs in Indonesia.