Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi
Muhammad Shidqi Akhmal Pratama
Jenderal Soedirman University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Improving The Marketing Performance of Tasikmalaya Weaving Industry Through Product Innovation Muhammad Shidqi Akhmal Pratama; Lusi Suwandari
Fokus Bisnis Media Pengkajian Manajemen dan Akuntansi Vol. 24 No. 2 (2025): Fokus Bisnis
Publisher : LP3M Universitas Putra Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32639/ae7aww63

Abstract

This study aims to examine the influence of digital literacy on the marketing performance of woven industry MSMEs in Tasikmalaya, with product innovation as a mediating variable. The quantitative approach was used through a survey of 121 MSME actors in the Tasikmalaya weaving industry. Data analysis was carried out using the Structural Equation Modeling (SEM) method using  SmartPLS 4 software. The results of the study show that digital literacy has a significant effect on product innovation and marketing performance. In addition, product innovation has been shown to mediate the relationship between digital literacy and marketing performance. These findings affirm the importance of mastery of technology and innovative capabilities for MSME actors to increase competitiveness and marketing effectiveness. This research makes a practical contribution to the development of digital-based MSME empowerment strategies.
Co-Authors Lusi Suwandari