Islamic Value Strategy: The Relationship Of Islamic Market Orientation, Personal Ties, And Karimah Reciprocity On Marketing Performance

Abstract

This research is an empirical study that aims to investigate the effects of Islamic market orientation, personal ties, and karimah reciprocity on marketing performance. Respondents in this study amounted to 160 leaders or owners of Muslim SMEs in Central Java, Indonesia. Data was analyzed using Structural Partial Least Squares (PLS-SEM). The results showed that Islamic market orientation, personal ties, and karimah reciprocity had a significant effect on marketing performance. Likewise, Islamic market orientation and personal ties have a significant effect on karimah reciprocity. Furthermore, karimah reciprocity is able to mediate the relationship between Islamic market orientation, personal ties, and marketing performance.