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All Journal Dinasti International Journal of Management Science Dinasti International Journal of Digital Business Management
Malinda SB, Istiqomah
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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) Khalik, Idham; Perdana Siregar, Ade; Malinda SB, Istiqomah
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
The Influence of Corporate Entrepreneurship on MSME Business Performance: The mediating role of Entrepreneurial Collaborative Capability Sumarni, Sumarni; Chairunnisa, Fitri; Malinda SB, Istiqomah; Siregar, Ade Perdana
Dinasti International Journal of Management Science Vol. 7 No. 1 (2025): Dinasti International Journal of Management Science (September - October 2025)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijms.v7i1.5433

Abstract

The growth of MSMEs should be a central focus for various stakeholders, particularly the government, as MSMEs play a vital role in driving economic growth in Indonesia, especially at the regional level such as in Jambi Province. In 2023, MSMEs in Jambi Province experienced a decline, which poses a potential threat to regional economic growth. Given this context, the performance of MSMEs must be prioritized to ensure their resilience also capacity for sustainable growth. Achieving optimal performance in meeting organizational objectives requires the implementation of corporate entrepreneurship. However, for corporate entrepreneurship to effectively enhance business performance, it must be supported by the entrepreneurial collaborative capability of business owners.A review of existing literature indicates a lack of studies investigating MSME business performance influenced by corporate entrepreneurship through the mediating role of entrepreneurial collaborative capability. Accordingly, this study aims to: (1) examine the effect of corporate entrepreneurship on MSME business performance; (2) examine the effect of corporate entrepreneurship on entrepreneurial collaborative capability; (3) examine the effect of entrepreneurial collaborative capability on MSME business performance; also (4) assess the mediating role of entrepreneurial collaborative capability in the relationship between corporate entrepreneurship also MSME business performance.This study adopts a quantitative research design to analyze the relationships also causal effects among variables. The analytical approach employs Structural Equation Modeling (SEM) using the SmartPLS software for data processing also hypothesis testing.
Co-Authors Chairunnisa, Fitri Idham Khalik, Idham Siregar, Ade Perdana Sumarni Sumarni