Marketing Capabilities and Marketing Performance of Halal Food MSMEs in Wonosobo

This study aims to analyze the effect of market sensing capability, marketing responsiveness, and marketing mix flexibility on the marketing performance of halal food MSMEs (micro, small, and medium enterprises) in Wonosobo Regency. A quantitative approach was employed. The research population consists of 20,769 halal-certified food MSMEs in Wonosobo Regency. A sample of 100 respondents was selected using purposive sampling, with the sample size determined via the Slovin formula. Data were collected in July 2026 using a questionnaire with a five-point Likert scale. Analysis was conducted using multiple linear regression with the aid of SPSS software. The results indicate that market sensing capability (X1) has a positive and significant effect on marketing performance (Y) (β= 0.286; p= 0.001). Marketing responsiveness (X2) also shows a positive and significant effect (β= 0.319; p < 0.001), as does marketing mix flexibility (X3) (β= 0.247; p = 0.003). Simultaneously, all three variables exert a significant effect on marketing performance (F= 50.021; p < 0.001). An adjusted R² value of 0.598 indicates that 59.8% of the variation in marketing performance (Y) can be explained by these three independent variables, while the remaining 40.2% is attributed to factors outside the model. These findings underscore the importance of the ability to understand market changes, respond to consumer needs, and adjust the marketing mix to enhance the marketing performance of halal food MSMEs.