SKILLED PLANNING AND COMMUNICATION: A SYNERGY MODEL TO IMPROVE MARKETING PERFORMANCE

Abstract This study aims to develop a synergistic model between innovation and learning orientation in improving marketing performance in small and medium enterprises (SMEs) based on factory waste crafts in Semarang Regency. The learning orientation approach is believed to be able to create added value by strengthening creativity, skills, and communication that are aligned with local values. This study uses a quantitative method with a causal approach through Structural Equation Modeling (SEM) analysis. Data were collected from 100 factory waste crafts respondents using a structured questionnaire. The results showed that learning orientation had a significant positive effect on innovation, skills, and communication. Furthermore, innovation was proven to be a mediating variable that strengthens the relationship between learning orientation and marketing performance. These findings confirm that integration in the organizational learning process can improve competitiveness, creativity, and marketing performance sustainably in the local creative industry.