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All Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Mariana Simanjuntak
Institut Teknologi Del, Sumatera Utara, Indonesia.
Economics, Econometrics & Finance

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Analysis of MSMEs Sustainability through Competitive Business Advantage from a Service Dominant Logic Perspective Yuli Cesima Panggabean; Mariana Simanjuntak
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 2 (2026): Dinasti International Journal of Economics, Finance & Accounting (May-June 2026
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i2.6897

Abstract

This study aims to analyze the effect of marketing innovation and market orientation on business sustainability from the Service-Dominant Logic (SDL) perspective. A quantitative approach was employed using a survey method involving souvenir businesses in Indonesia. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results show that marketing innovation and market orientation have a positive and significant effect on business competitiveness and sustainability. In addition, business competitiveness positively influences sustainability. These findings indicate that the ability to develop innovative marketing strategies and understand market needs plays an important role in maintaining business sustainability. This study contributes to the development of the Service-Dominant Logic perspective by emphasizing value creation through marketing innovation and market orientation to support sustainable business performance.
Rural Women’s Entrepreneurship and Local Economic Development: A Sustainable Livelihood Framework Perspective Livia Mariyetta Simbolon; Mariana Simanjuntak
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 2 (2026): Dinasti International Journal of Economics, Finance & Accounting (May-June 2026
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i2.6898

Abstract

This study aims to analyze the effects of livelihood capitals within the Sustainable Livelihood Framework on women’s entrepreneurship and on gender equality in rural communities. The study focuses on four forms of capital, namely human capital, physical capital, social capital, and natural capital, with women’s entrepreneurship treated as a mediating variable and gender equality as the dependent variable. A quantitative research approach was employed using Structural Equation Modeling-Partial Least Square (SEM-PLS). Primary data were obtained through questionnaires distributed to women entrepreneurs in rural areas. The results reveal that human capital and physical capital significantly and positively influence women’s entrepreneurship, whereas social capital and natural capital have no significant effect. These findings suggest that strengthening individual capacities and improving access to productive infrastructure are essential for promoting women’s entrepreneurship in rural areas and advancing gender-inclusive local economic development.
The Role of Marketing Innovation in Household Business Sustainability: A Resource-Based View Approach Icha Darlene Hanna Sipahutar; Mariana Simanjuntak
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 2 (2026): Dinasti International Journal of Economics, Finance & Accounting (May-June 2026
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i2.6899

Abstract

Marketing innovation has become an important capability that enables household businesses to improve competitiveness and adapt to changing market conditions. Through product innovation, price innovation, promotion innovation, and retail innovation, business actors can create value and strengthen their market position. This study aims to examine the influence of product innovation, price innovation, promotion innovation, and retail innovation on marketing innovation, as well as the effect of marketing innovation on household business sustainability from a Resource-Based View (RBV) perspective. A quantitative approach was employed using a survey of 210 household food business actors in Medan City selected through purposive sampling. Data were collected through a structured questionnaire measured using a seven-point Likert scale and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results reveal that product innovation, retail innovation, and promotion innovation have positive and significant effects on marketing innovation, while price innovation has no significant effect. Furthermore, marketing innovation does not significantly influence household business sustainability. These findings suggest that product quality, promotional capabilities, and diversified sales channels represent valuable internal capabilities that support marketing innovation. This study contributes to the Resource-Based View literature by providing empirical evidence regarding the role of internal capabilities in fostering marketing innovation among household food businesses.
Co-Authors Icha Darlene Hanna Sipahutar Livia Mariyetta Simbolon Yuli Cesima Panggabean