Abstrak 
Marketing Capability for the SMEs: A Measurement Scale
Popy Rufaidah
Universitas Padjadjaran, Artikel Prosiding International Referred Proceedings of the 13th Annual World Congress of the Academy for Global Business Advancement (AGBA) and 2016 AGBA - Indonesia Chapter's Inagural Conference, www.agba.us, Advances in Global Business Research, Vol. 13, No. 1, pp. 2659-2668, ISSN: 1549-9332, Fakultas Ekonomi & Bisnis - Universitas Padjadjaran 2016
Bahasa Inggris
Universitas Padjadjaran, Artikel Prosiding International Referred Proceedings of the 13th Annual World Congress of the Academy for Global Business Advancement (AGBA) and 2016 AGBA - Indonesia Chapter's Inagural Conference, www.agba.us, Advances in Global Business Research, Vol. 13, No. 1, pp. 2659-2668, ISSN: 1549-9332, Fakultas Ekonomi & Bisnis - Universitas Padjadjaran 2016
marketing capabililty, measurement, scale, Smes
This study developed a measurement scale for marketing capability of the SMEs. The study used marketing capability theory as the theoretical foundation for the bases of creating the scale item. A total of 315 survey responses collected from the business owners of the SMEs in Indonesia and were used to examine the factor structure of the scale using Exploratory Factor Analysis and Confirmatory Factor Analysis. Three factors emerge to measure marketing capability of the SMES: marketing intelligence, marketing execution and marketing strategy. Results from this study suggest that the concept of marketing capability for the SMEs provides an attractive avenue for better understanding of how business owners of the SMEs perceives their marketing capability. This research is one of the first to investigate simultaneously the measurement of marketing capability of the SMEs.