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All Journal Academic Journal Research International Journal of Artificial Intelligence for Digital Marketing
I Dewa Nyoman Usadha
Mahendradatta University, Indonesia
Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Economics, Econometrics & Finance Engineering Environmental Science Social Sciences Other

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THE INFLUENCE OF MARKETING INNOVATION ADOPTION ON MSME MARKETING PERFORMANCE MEDIATED BY DIGITAL MARKETING: A CASE STUDY AT RUMAH BUMN DENPASAR I Kade Tirtha Yoga Dwyanthara; Komang Agus Rudi Indra Laksmana; I Dewa Nyoman Usadha; I Ketut Merta
Academic Journal Research Vol. 4 No. 1 (2026): Academic Journal Research
Publisher : Antis Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/acjoure.v4i1.441

Abstract

Objective: This study investigates the influence of Corporate Social Responsibility (CSR) marketing adoption innovations—comprising Digital Marketing Training Innovation, Marketing Mentoring Innovation, and SME Brand Awareness—on the Online Sales Performance of Micro, Small, and Medium Enterprises (MSMEs) at Rumah BUMN Denpasar, with Digital Marketing serving as a mediating variable. Despite the availability of empowerment programs by PLN UID Bali, data indicate that a significant digital competency gap remains among local MSMEs. Method: Employing a quantitative approach with Partial Least Squares-Structural Equation Modeling (PLS-SEM), this research analyzed data from 446 MSMEs. Results: The findings demonstrate that both training and mentoring innovations significantly enhance Digital Marketing adoption. Furthermore, Brand Awareness emerges as a critical determinant for digital platform engagement. Crucially, Digital Marketing significantly boosts Online Sales Performance and proves to be an effective mediator, bridging the impact of CSR innovations on business outcomes. Novelty: These results confirm that CSR initiatives successfully improve digital literacy and foster sustainable marketing capabilities, offering vital insights for strategic MSME development and government policy in the digital era.
THE ROLE OF GOVERNMENT POLICIES IN MODERATING THE EFFECT OF SOCIAL MEDIA INNOVATION ADOPTION AND ENTREPRENEURIAL ORIENTATION ON PERFORMANCE OF MSMES IN JEWELRY CRAFTS GIANYAR REGENCY Ni Putu Wedayani Antari; Ni Wayan Ardani; I Dewa Nyoman Usadha
International Journal of Artificial Intelligence for Digital Marketing Vol. 3 No. 1 (2026): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v3i1.456

Abstract

Objective: Micro, Small, and Medium Enterprises (MSMEs) in jewelry handicrafts in Gianyar Regency are facing the challenge of digital adaptation and increasingly competitive market dynamics. The adoption of social media innovation and entrepreneurship orientation is seen as a strategic factor in improving the performance of MSMEs, but its effectiveness is highly dependent on government policy support. This study aims to analyze the influence of social media innovation adoption and entrepreneurial orientation on the performance of MSMEs, as well as test the role of government policies as a moderation variable. Method:  This study uses a quantitative approach with an explanatory design. Data was collected through a questionnaire on 153 jewelry handicraft MSME actors in Gianyar Regency. Data analysis was conducted using Partial Least Square–Structural Equation Modeling (PLS-SEM) to test the direct influence and moderation effect between variables. Results: The results of the study show that the adoption of social media innovation and entrepreneurial orientation has a positive and significant effect on the performance of MSMEs. In addition, government policies have been proven to play a role as a moderation variable that strengthens the influence of the adoption of social media innovations and entrepreneurial orientation on the performance of MSMEs. Policy support in the form of fiscal incentives, access to financing, and digital facilitation increases the effectiveness of MSMEs' internal strategies in producing more optimal performance. Novelty: These findings confirm the importance of synergy between the internal capabilities of MSMEs and government policy support. Social media and entrepreneurship orientation have a stronger performance impact when supported by a conducive and responsive policy environment to the needs of MSMEs in the digital era.
Co-Authors I Kade Tirtha Yoga Dwyanthara I Ketut Merta Komang Agus Rudi Indra Laksmana Ni Putu Wedayani Antari Wayan Ardani