ABSTRACT
SMEs, which play a very important role in the improvement of the Indonesian economy, have been rapidly growing every year. One of the industrial sectors that is growing rapidly is the creative industry. Therefore, the purpose of this research is to examine the link between market orientation and marketing performance through adaptive marketing capabilities. A self-administered survey was conducted targeting SMEs in the creative industry sector in Malang, East Java. Two hypotheses were tested using SmartPLS 3.0. The results demonstrate that adaptive marketing capabilities did not mediate the relationship between market orientation and marketing performance.
