Abstract

This study aims to examine the effect of marker sensing capability (MSC), and digital marketing capability (DMC) on marketing performance (MP) with value creation ambidexterity (VCA) as a mediating variable. This research involved 285 leaders or owners of fashion SMEs in Central Java, Indonesia, as respondents. Data analysis used the Structural Equation Model (SEM) approach. This study found that market sensing capability and digital marketing capability have a significant effect on value creation ambidexterity and marketing performance. Furthermore, value creation ambidexterity also has a significant effect on marketing performance. Value creation ambidexterity can mediate the relationship between market sensing capability and digital marketing capability on marketing performance.