Study on Smart Relational Capability and Social Networking Advantage: Bridging Proactive Entrepreneurial Orientation and Marketing Performance

This study is aimed to investigate the role of smart relational capability and social network advantage in bridging the gap of research on proactive entrepreneurial orientation and marketing performance. Wood crafts firms that are in the city of Bandung, Yogyakarta and Surakarta which have been regarded as a creative city in Indonesia used as a sample. Sampling was done by using a combination of purposive sampling and convenience sampling. Data were collected using a questionnaire given directly to the respondents. The total data used for analysis about 164 respondents. Data analysis using Structural Equation Modeling (SEM) with the AMOS program. The results showed that smart relational capability and social network advantage serves as mediating in the relationship between proactive entrepreneurial orientation and marketing performance. Futhermore, the results also found that risk-taking maneuverability has a positive effect on marketing performance. Keywords proactive entrepreneurial orientation, smart relational capability, social network advantage, risk-taking maneuverability, marketing performance