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All Journal Jurnal Multidisipliner Kapalamada JIM : Journal Of International Management
Laode Asfahyadin Aliddin
Jurusan Manajemen, Universitas Halu Oleo Kendari
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENGARUH DIGITAL MARKETING CAPABILITY DAN CUSTOMER ENGAGEMENT TERHADAP KINERJA PEMASARAN UMKM (STUDI PADA UMKM SEKTOR KULINER DI KOTA KENDARI) Dzulfikri Azis Muthalib; Abd Azis Muthalib; Laode Asfahyadin Aliddin; Ambo Masse
Jurnal Multidisipliner Kapalamada Vol. 4 No. 04 (2025): JURNAL MULTIDISIPLINER KAPALAMADA
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/kapalamada.v4i04.2145

Abstract

This study aims to analyze the effect of digital marketing capability and customer engagement on the marketing performance of culinary MSMEs in Kendari City, both partially and simultaneously. This research employs a quantitative approach with an explanatory research design. Data were collected through a survey using structured questionnaires distributed to owners or managers of culinary MSMEs in Kendari City. The data were analyzed using multiple linear regression analysis. The results indicate that digital marketing capability has a positive and significant effect on marketing performance. Customer engagement also shows a positive and significant influence on marketing performance. Simultaneously, digital marketing capability and customer engagement complement each other and play an important role in enhancing the marketing performance of culinary MSMEs. These findings highlight the importance of integrating digital marketing capabilities with effective customer engagement strategies to improve competitiveness and ensure the sustainability of culinary MSMEs in the digital era.
PERAN INOVASI PRODUK DALAM MEMEDIASI PENGARUH ORIENTASI PASAR TERHADAP KINERJA PEMASARAN UMKM DI KOTA KENDARI Dzulfikri Azis Muthalib; Juharsah; Laode Asfahyadin Aliddin
JIM : Journal Of International Management Vol 5 No 01 (2026): JIM : Journal Of International Management
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/jim.v5i01.2815

Abstract

This study aims to examine the role of product innovation in mediating the effect of market orientation on the marketing performance of Micro, Small, and Medium Enterprises (MSMEs). The study employed an explanatory quantitative approach involving 110 MSME owners and managers selected through purposive sampling. Data were collected using a structured questionnaire measuring customer orientation, competitor orientation, interfunctional coordination, product innovation, and marketing performance. Data analysis was conducted using Structural Equation Modeling with Partial Least Squares (SEM-PLS) to examine direct and indirect relationships among the variables. The results show that market orientation has a positive and significant effect on product innovation and marketing performance. Furthermore, product innovation significantly mediates the relationship between market orientation and marketing performance. These findings strengthen the literature on market orientation and product innovation and provide practical implications for MSMEs in developing market-based innovation strategies to improve marketing performance and competitiveness.
Co-Authors Abd Azis Muthalib Ambo Masse Dzulfikri Azis Muthalib Juharsah Muthalib, Dzulfikri Azis