Article Per Year (5 Year)
p-Index From 2021 - 2026
2.248
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Vastuwidya Jurnal Ilmiah Satyagraha ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Academic Journal Research Journal Metaverse Adpertisi KONTAN: Jurnal Ekonomi, Manajemen dan Bisnis
Usadha, I Dewa Nyoman
Unknown Affiliation
Religion Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences Other

Published : 11 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 11 Documents
Search

 1   2 
THE INFLUENCE OF MARKETING INNOVATION ADOPTION ON MSME MARKETING PERFORMANCE MEDIATED BY DIGITAL MARKETING: A CASE STUDY AT RUMAH BUMN DENPASAR Dwyanthara, I Kade Tirtha Yoga; Laksmana, Komang Agus Rudi Indra; Usadha, I Dewa Nyoman; Merta, I Ketut
Academic Journal Research Vol. 4 No. 1 (2026): Academic Journal Research
Publisher : Antis Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/acjoure.v4i1.441

Abstract

Objective: This study investigates the influence of Corporate Social Responsibility (CSR) marketing adoption innovations—comprising Digital Marketing Training Innovation, Marketing Mentoring Innovation, and SME Brand Awareness—on the Online Sales Performance of Micro, Small, and Medium Enterprises (MSMEs) at Rumah BUMN Denpasar, with Digital Marketing serving as a mediating variable. Despite the availability of empowerment programs by PLN UID Bali, data indicate that a significant digital competency gap remains among local MSMEs. Method: Employing a quantitative approach with Partial Least Squares-Structural Equation Modeling (PLS-SEM), this research analyzed data from 446 MSMEs. Results: The findings demonstrate that both training and mentoring innovations significantly enhance Digital Marketing adoption. Furthermore, Brand Awareness emerges as a critical determinant for digital platform engagement. Crucially, Digital Marketing significantly boosts Online Sales Performance and proves to be an effective mediator, bridging the impact of CSR innovations on business outcomes. Novelty: These results confirm that CSR initiatives successfully improve digital literacy and foster sustainable marketing capabilities, offering vital insights for strategic MSME development and government policy in the digital era.
Co-Authors Adnyani, I Gusti Ayu Putu Widhi Chahya Andari, Ni Luh Indah Anjani, Ni Ketut Mei Baskara, Gede Angga Putra Dwyanthara, I Kade Tirtha Yoga Elsyia, Ni Luh Putu Intan Emylia, Defby I Nyoman Suparta Jaenab, Jaenab Janendra, Putu Rana Kurniati, Ni Luh Gede Nia Laksmana, Komang Agus Rudi Indra Merta, I Ketut Nadiyasa, I Putu Olivia, Cici Perdana, I Gede Putra Sucandrawati, Ni Luh Ketut Ayu Sudha Sudha Sucandrawati, NLK. Ayu Supriadi, Mardiki Suryatningsih, Ni Putu