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All Journal Jurnal REKOMEN (Riset Ekonomi Manajemen) Jurnal Bisnis dan Kewirausahaan
Dinda Amalia Amalia
Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Entrepreneurial Marketing and Digital Engagement on Innovative Work Behavior in Tourism MSMEs, Moderated by Social Media Algorithms Dinda Amalia Amalia; Willy Adi Cahya; Djeimy Kusnaman; Oki Anggraeni; Yulia Nur Hasanah
Jurnal Riset Ekonomi Manajemen (REKOMEN) Vol. 8 No. 2 (2025): REKOMEN (Riset Ekonomi dan Manajemen)
Publisher : Universitas Tidar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31002/rekomen.v8i2.2865

Abstract

This study investigates how entrepreneurial marketing and digital engagement influence innovative work behavior in Indonesian tourism MSMEs, while also examining the moderating role of social media algorithms. Drawing on the Resource-Based View, the study conceptualizes entrepreneurial marketing and digital engagement as critical intangible resources that potentially drive firm-level innovation. Employing Partial Least Squares Structural Equation Modeling with data from tourism MSMEs, the findings reveal that digital engagement significantly enhances innovative work behavior, whereas entrepreneurial marketing shows a marginally significant impact. Contrary to expectations, the moderating effects of social media algorithms were not statistically significant, indicating these external digital dynamics may not meaningfully shape the resource-innovation linkages. These insights extend theoretical discussions by emphasizing the differentiated contributions of internal capabilities and the limited moderating role of external algorithmic factors. Practically, the study highlights the necessity for MSME managers to invest in robust digital engagement strategies to cultivate innovation. Future research could explore additional moderating variables or adopt cross-industry perspectives to enrich the understanding of innovation dynamics in small enterprises. This research thus provides both theoretical and practical contributions, underscoring how internal digital competencies predominantly drive innovative behaviors within the context of Indonesia’s evolving tourism sector.
Employee Engagement and Digital Leadership with Brand Advocacy Mediation on Marketing Performance Nurdhania Rahayu Rahayu; Dinda Amalia Amalia
Jurnal Bisnis dan Kewirausahaan Vol 3 No 1 (2026): March
Publisher : ICON Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71154/htz56990

Abstract

This study examines the influence of employee engagement and digital leadership on marketing performance, with brand advocacy as a mediating mechanism, in the context of micro, small, and medium-sized enterprises (MSMEs). A quantitative approach using partial least squares structural equation modeling was applied to survey data collected from 230 MSME employees. Measurement model evaluation confirmed adequate reliability and validity before assessing the structural relationships through bootstrapping procedures. The results indicate that employee engagement and digital leadership both have significant positive effects on brand advocacy and marketing performance. Brand advocacy shows a strong direct impact on marketing performance and partially mediates the relationships between employee engagement, digital leadership, and marketing performance. These findings suggest that internal psychological conditions and leadership practices influence market outcomes through employees’ voluntary brand-supportive behavior. The study extends the employee-based brand equity perspective by clarifying the behavioral pathway that links internal organizational factors to external performance. From a managerial standpoint, the results emphasize the importance of fostering employee engagement and digitally oriented leadership to strengthen employees’ role as brand advocates. This research integrates engagement, digital leadership, and brand advocacy within a unified framework to explain marketing performance in MSMEs, offering a human-centered perspective on competitiveness in digitally mediated markets.
Co-Authors Kusnaman, Djeimy Nurdhania Rahayu Rahayu Oki Anggraeni Willy Adi Cahya Yulia Nur Hasanah