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All Journal International Journal of Multidisciplinary Research of Higher Education (IJMURHICA)
Avianita Rachmawati
Universitas Flores, Indonesia
Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Social Sciences

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Digital Marketing Innovation and Marketing Performance: The Mediating Role of Business Process Agility Avianita Rachmawati; Luisa De Marilak Manggo
International Journal of Multidisciplinary Research of Higher Education Vol 9 No 2 (2026): (April) Theme Education, Religion Studies, Social Sciences, STEM and Economic Dev
Publisher : Islamic Studies and Development Center in Collaboration With Students' Research Center Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/ijmurhica.v9i2.495

Abstract

This study aims to analyze the mediating role of business process agility in the effect of digital marketing innovation on marketing performance. This study employs a quantitative method with a descriptive research design, involving a sample of 141 respondents selected through purposive sampling. Data collection was conducted via a Google Forms questionnaire, and the data were analyzed using Partial Least Squares (PLS-SEM). The results indicate that Digital Marketing Innovation has a significant positive effect on marketing performance (β = 0.363; p = 0.004), Business Process Agility has a significant positive effect on marketing performance (β = 0.442; p = 0.001), and partially mediates the relationship between Digital Marketing Innovation and marketing performance (β = 0.340; p = 0.001). Digital innovation is proven to be more effective when supported by business process agility, enabling culinary SMEs to enhance their competitiveness in the digital era. This study adds an empirical foundation regarding the importance of digital marketing innovation and business process agility in driving marketing performance. In practice, this enables SMEs to be more responsive to customer needs while generating increased revenue and expanding market reach.
Product Innovation Agility and Marketing Performance: The Role of Adaptive Capability and Customer Orientation Avianita Rachmawati; Guntur Mbiri; Ernesta Leha
International Journal of Multidisciplinary Research of Higher Education Vol 9 No 4 (2026): In progress (Theme Education, Religion Studies, Social Sciences, STEM and Economi
Publisher : Islamic Studies and Development Center in Collaboration With Students' Research Center Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/ijmurhica.v9i4.500

Abstract

Customer orientation mendorong product innovation agility melalui pemahaman kebutuhan pelanggan, orientasi pesaing, dan koordinasi fungsional, yang kemudian meningkatkan kinerja pemasaran seperti pertumbuhan penjualan dan pangsa pasar. Product innovation agility kemudian memediasi hubungan ini dengan meningkatkan kinerja pemasaran secara tidak langsung, karena inovasi cepat menghasilkan keunggulan kompetitif seperti peningkatan kepuasan pelanggan dan penjualan.Penelitian ini bertujuan untuk menganalisis pengaruh adaptive capability dan customer orientation terhadap marketing performance, serta peran mediasi product innovation agility pada aplikasi Wondr PT Bank Negara Indonesia (Persero) Tbk Cabang Ende. Pendekatan yang digunakan adalah kuantitatif dengan populasi sebanyak 3.904 nasabah pengguna aplikasi Wondr. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan SmartPLS. Hasil ini menegaskan bahwa keberhasilan marketing performance sangat bergantung pada kemampuan perusahaan untuk cepat berinovasi produk sebagai respons adaptif terhadap perubahan lingkungan pasar. Adaptive capability memiliki pengaruh kunci dan terbesar dalam peningkatan kinerja pemasaran ketika didukung oleh product innovation agility yang kuat.​ Implikasi penelitian ini.
Co-Authors Ernesta Leha Guntur Mbiri Luisa De Marilak Manggo