Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Journal of Economics, Entrepreneurship, Management Business and Accounting
Pefriyadi Pefriyadi
Institut Agama Islam Negeri Curup, Indonesia
Economics, Econometrics & Finance

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Digital Marketing Capability and MSME Business Resilience: The Mediating Role of Business Adaptability and The Moderating Role of Digital Literacy Pefriyadi Pefriyadi; Ade Tiara Yulinda; Reni Indriani; Ermy Wijaya
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 6 (2026): Volume 4, Issue 6, November 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i6.1904

Abstract

Purpose – This study examines the relationship between digital marketing capability (DMC) and business resilience (BR) among MSMEs in Indonesia, focusing on business adaptability (BA) as a mediating mechanism and managerial digital literacy (DL) as an individual-level moderating condition. Design/methodology/approach – Using a cross-sectional survey design, data were collected from 500 owners or managers representing digitally engaged MSMEs across Indonesia. The sampling was non-probability purposive sampling. Data were analyzed using partial least squares structural equation modeling (PLS-SEM). Procedural remedies and full collinearity VIF diagnostics were applied to address common method variance concerns. Finding/Results – DMC is positively associated with BR, BA, and BR. BA acts as a complementary mediator in the DMC–BR relationship. Furthermore, managerial DL significantly moderates the DMC–BA association, indicating that the relationship between DMC and BA is stronger at higher levels of owner/manager digital literacy. The observed empirical pattern is consistent with a moderated adaptive pathway, wherein the indirect association between DMC and BR through BA increases across levels of managerial DL. Originality/Value – The study integrates an organizational capability perspective with an individual managerial micro-foundation. By explicitly distinguishing individual-level managerial literacy from firm-level capabilities, this study provides a theoretically bounded explanation of how marketing capabilities are transformed into adaptive routines and business resilience in resource-constrained MSMEs.
Co-Authors Ade Tiara Yulinda Ermy Wijaya Reni Indriani