ORCID
Ahmad Ikhwan Setiawan: https://orcid.org/0000-0002-5117-7434
Abstract
This study develops a partnership marketing model to improve collaboration between suppliers and resellers in Indonesia's furniture industry by introducing Progressive Partnership Synergy (PPS), which links partnership dynamics to sales growth. A quantitative survey of 240 small and medium furniture manufacturers in Central Java tested the model using AMOS and Hayes's PROCESS Macro to examine mediation by synergy and competitive-advantage transformation. Results show PPS significantly affects sales growth while mediating the influence of competitive-advantage transformation. Market adjustment flexibility and partner orientation strengthen supplier–retailer ties. Some hypotheses were rejected, indicating additional factors are needed to optimize partnerships. Limitations include treating contextual variables as identifiers rather than analytical predictors. Future research should refine measures, sample more homogeneous populations, and use mixed-method or longitudinal designs to increase generalizability.
Recommended Citation
Setiawan, Ahmad Ikhwan; Fatimah, Fatimah; and Stefia, Cheryl Marlitta
(2026)
"Ensouling Progressive Partnership Synergy in Marketing to Revive the Indonesian Furniture Industry,"
Asia Marketing Journal: Vol. 28
:
Iss.
2
, Article 7.
Available at: https://doi.org/10.53728/2765-6500.1684
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