The purpose of this study is to explore a new conceptual model that can fill the limitations of previous studies and research gaps between cross-functional integration and marketing performance centered on the waqi'iyah concept of networking. The test was carried out on the empirical model with the variable level of cross functional involvement, harmony of cross functional relations, and quality of cross functional information on marketing performance. The respondents of this research are the managers of the Agricultural Equipment and Machinery Service Business in Central Java Province which are spread over 12 regencies. From a total sample of 338 respondents with purposive sampling criteria that meet the requirements and deserve to be analyzed, a total of 267 respondents. The analysis technique uses Structural Equation Modeling (SEM) with the application of the AMOS 24 program. The test results show that the level of cross functional involvement, harmony of cross functional relations, and quality of cross functional information has a significant influence on waqi'iyah networking and waqi'iyah networking has a significant influence on marketing performance. The results also show that waqi'iyah networking significantly mediates the relationship between levels of cross functional involvement, harmony of cross functional relations, and quality of cross functional information with marketing performance. Of the seven proposed hypotheses and the three mediation hypotheses, all of them were accepted, therefore waqi'iyah networking can be implemented to improve marketing performance and contribute to resource advantage theory (R-A Theory), especially in the field of marketing networks. The results of the study also provide a number of managerial implications on how to increase waqi'iyah networking at Agricultural Equipment and Machinery Service Business so as to improve marketing performance. The improvement is through increasing the level of cross functional involvement, harmony of cross functional relations, and quality of cross functional information.
Keywords: level of cross functional involvement, harmony of cross functional relations, quality of cross functional information, waqi'iyah networking, marketing performance.