Effect Model of Value Resonance Power, Value Based Selling, and Value Based Promotion on SMES’S Business Performance of Furniture in Central Java

This research is related to the research gap between Value Resonance Power and SMES marketing performance, namely Value Based Promotions to improve business performance. This research aims to build a comprehensive construction of a new conceptual model, to overcome research gaps, by using relevant theoretical approaches. The appropriate and appropriate theoretical approach are used as a basis for explaining and solving research problem named Resource Based View (RBV). The sample of this study is 100 Furniture SMES actors in Central Java. The Data is collected through surveys and processed by using Partial Least Square or PLS. Values Based Promotion serves as a moderation variable of dynamic capabilities as these results show that Value Resonance Power has a positive and significant effect on Value Based Promotion;; Value Based Selling has a positive and significant effect on Value Based Promotion; Value Resonance Power has a positive and significant effect on SMES Business Performance; Value Based Selling has a positive and significant effect on SMES Business Performance; Values Based Promotion has a positive and significant effect on SMES Business Performance; Value Resonance Power has a positive and significant effect on SMES Business Performance through Value Based Promotion and Value Based Selling has a positive and significant effect on SMES Business Performance through Value Based Promotion. Managerial implications; Value Based Promotion of furniture business actors able to improve business performance in future.