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All Journal Formosa Journal of Multidisciplinary Research (FJMR)
Dini Conita
Universitas Negeri Padang
Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Social Sciences

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The Impact of Digital Marketing Strategy on Company Performance with Sustainability Strategy as a Moderating Variable at PT PLN (PERSERO) UID North Sumatra Dini Conita; Vidyarini Dwita
Formosa Journal of Multidisciplinary Research Vol. 5 No. 4 (2026): April 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v5i4.55

Abstract

This study examines the impact of digital marketing strategy on company performance with sustainability strategy as a moderating variable in the context of PT PLN (Persero) UID North Sumatra. Digital marketing strategy is conceptualized into managerial digital capability and operational digital capability. Data were collected from 113 respondents across 67 customer service units and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA). The results indicate that both managerial and operational digital capabilities significantly improve company performance. Sustainability strategy strengthens the effect of managerial capability but weakens the effect of operational capability. MGA results reveal that managerial capability is more influential in low-digital readiness units, whereas operational capability is stronger in high-digital readiness units.
Co-Authors Vidyarini Dwita