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All Journal Startupreneur Business Digital (SABDA Journal) Jurnal MENTARI: Manajemen, Pendidikan dan Teknologi Informasi
Hanny Safitri
Cairo University
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

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Digital Marketing Strategy in Digital Business to Enhance MSME Competitiveness Hanny Safitri; Sipah Audiah; David Edmond
Startupreneur Business Digital (SABDA Journal) Vol. 5 No. 1 (2026): April
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/sabda.v5i1.1048

Abstract

The rapid expansion of digital business presents significant opportunities for Micro, Small, and Medium Enterprises (MSMEs) to enhance their competitiveness. However, many MSMEs still face challenges in effectively implementing digital marketing strategies due to limited capabilities and strategic orientation. This study aims to analyze the role of digital marketing strategies in improving MSME competitiveness within the digital business environment, with a particular focus on the mediating role of digital capabilities. A quantitative approach was employed using survey data collected from MSME actors engaged in digital business activities. The data were analyzed using Structural Equation Modeling (SEM) to examine the relationships between digital marketing strategies, digital capabilities, and competitiveness. The findings reveal that digital marketing strategies have a significant positive effect on MSME competitiveness. Additionally, digital capabilities play a crucial mediating role, strengthening the impact of marketing strategies on competitive performance. The results highlight the importance of adopting integrated, data-driven, and customer-oriented digital marketing practices to achieve sustainable competitiveness. This study contributes to the growing literature on digital business and MSME development by providing empirical evidence on the interplay between strategy and capability. Managerially, the findings suggest that MSMEs should invest in developing digital skills and strategic marketing approaches to remain competitive in an increasingly dynamic digital landscape.
Beyond Digitization Blockchain Data Governance for Trustworthy Academic Ecosystems Hanny Safitri; Elda Diah Safitri
Jurnal MENTARI: Manajemen, Pendidikan dan Teknologi Informasi Vol 5 No 1 (2026): September
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/mentari.v5i1.1129

Abstract

The study involved a total of 217 respondents. consisting of key stakeholders in higher education, including undergraduate and postgraduate students, academic staff, and administrative personnel. The respondents were selected using a purposive sampling technique to ensure they had relevant experience and understanding of academic data management systems. Among the participants, the majority were students, representing approximately 65%, followed by academic staff at 20%, and administrative personnel at 15%. In terms of gender distribution, 54% were female and 46% were male. Most respondents were aged between 18 and 30 years, reflecting a digitally active population familiar with emerging technologies. Additionally, a significant proportion of respondents reported prior exposure to digital academic systems, while a smaller percentage demonstrated awareness of blockchain technology applications in education. This distribution ensures that the collected data reflects diverse perspectives within the academic ecosystem and supports the reliability of the analysis conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS).
Co-Authors David Edmond Elda Diah Safitri Sipah Audiah