How Does The Owner's Entrepreneurial Orientation Affect Micro and Small-size Enterprises' Marketing Performance?: The Role of Organizational Agility

Abstract

Purpose: This study investigates the interrelationships between leader humility, organizational agility, and marketing performance within Indonesia’s micro and small enterprise (MSE) sector. Methodology: Using a time-lag cross-sectional design, data were collected from 219 owner-employee dyads across Jakarta and West Java, representing food service, retail, and related sectors. Structural equation modeling (SEM) tested the hypothesized relationships. Findings: Results confirm that (1) leader humility directly enhances organizational agility and marketing performance, (2) organizational agility positively affects marketing performance, and (3) agility mediates the humility-performance linkage. Suggestion: These insights underscore humility’s strategic value for MSE competitiveness in dynamic markets.