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All Journal Dinasti International Journal of Management Science Dinasti International Journal of Digital Business Management
Idham Khalik
Faculty of Economics and Business, Universitas Jambi, Jambi, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Other

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Implementation of Conversational Marketing as a Strategy to Improve Business Performance for Micro, Small and Medium Enterprises (MSMEs) Idham Khalik; Ade Perdana Siregar; Istiqomah Malinda SB
Dinasti International Journal of Digital Business Management Vol. 6 No. 5 (2025): Dinasti International Journal of Digital Business Management (August - Septembe
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijdbm.v6i5.5431

Abstract

Corresponding Author: The fact that fewer micro, small, and medium-sized enterprises (MSMEs) are operating in Jambi Province suggests that their subpar performance is causing them to fail and have a negative effect on the province's GDP.  In order to fulfill their goals of sustaining and growing their firm, business organizations employ marketing tactics.  Unlike big corporations, micro, small, and medium-sized enterprises (MSME) pitch their products and services around the idea of entrepreneurship.One approach to implementing marketing for MSMEs is entrepreneurial marketing. Utilizing technology for online transactions, implementing a community-focused strategy is very important because the key to the success of this strategy is interaction. Conversational marketing is an innovative approach to understanding and meeting consumer requirements through two-way communication with consumers. Because technology is advancing at such a quick pace, MSMEs need to employ innovative marketing methods that are based on technology.  By examining the effect of entrepreneurial marketing on business success via conversational marketing mediation, this study addresses a significant knowledge vacuum. The objectives of this research are (1) the influence of entrepreneurial marketing on business performance in MSMEs; (2) examine the influence of conversational marketing on business performance in MSMEs; (3) examine the influence of entrepreneurial marketing on conversational marketing in MSMEs; (4) examine the role of conversational marketing in mediating the influence of entrepreneurial marketing on business performance in MSMEs. This research uses quantitative research methods which are carried out by forming and testing models. The data analysis method used is Structural Equation Modeling (SEM) measurements using SmartPLS software
Utilization of Customer Entrepreneurs as a Strategy to Improve Business Performance Performance of Micro, Small and Medium Enterprises (MSMEs) Idham Khalik; Ade Perdana Siregar
Dinasti International Journal of Management Science Vol. 6 No. 4 (2025): Dinasti International Journal of Management Science (March - April 2025)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijms.v6i4.4184

Abstract

The role of MSMEs is important in economic growth in Indonesia, it can improve people's welfare. Indonesian MSMEs contribute to Gross Domestic Product and national exports. Utilizing consumer participation in marketing is a strategy that can be carried out by following technological developments. Implementing consumer utilization requires consideration of customer knowledge management, entrepreneurial collaborative capability and customer network quality so that business performance increases. The aim of this research is to examine the role of customer knowledge management, entrepreneurial collaborative capability and customer network quality in mediating the influence of customer entrepreneurship on MSME business performance. The data analysis method used is Structural Equation Modeling (SEM) measurements using SmartPLS software. The research results are (1) customer knowledge management as a mediating influence of customer entrepreneurs has a significant positive effect on MSME business performance; (2) customer network quality as a mediating influence of customer entrepreneurs has a significant positive effect on MSME business performance; (3) entrepreneurial collaborative capability as a mediating influence of customer entrepreneurship has a significant positive effect on MSME business performance.
Co-Authors Istiqomah Malinda SB Siregar, Ade Perdana