THE SYNERGY OF LEADERSHIP AND ORGANIZATIONAL BEHAVIOR ON MARKETING MANAGEMENT EFFECTIVENESS: A CASE STUDY ON SMES IN NORTH SUMATRA
DOI:
https://doi.org/10.47652/mjeb.v1i1.893Keywords:
Leadership, Organizational Behavior, Marketing Management Effectiveness, SMEs, Transformational Leadership.Abstract
This study examines the synergistic relationship between leadership styles and organizational behavior in influencing marketing management effectiveness among Small and Medium Enterprises (SMEs) in North Sumatra, Indonesia. The research employs a quantitative approach utilizing Structural Equation Modeling (SEM) to analyze data collected from 250 SME owners and managers across various sectors including food processing, handicrafts, and textiles. The findings reveal that transformational leadership significantly moderates the relationship between organizational behavior and marketing management effectiveness. Furthermore, organizational culture, employee commitment, and innovative behavior serve as critical mediating variables in this relationship. The study demonstrates that SMEs with strong leadership alignment and positive organizational behavior achieve 34% higher marketing performance compared to those with weak leadership structures. These findings contribute to the understanding of internal organizational dynamics in resource-constrained environments and provide practical implications for SME development policies in emerging markets. The research underscores the importance of developing leadership capabilities and fostering conducive organizational behavior as strategic priorities for enhancing marketing competitiveness among SMEs in North Sumatra
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