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All Journal HAYATI Journal of Biosciences Agroland : Jurnal Ilmu-Ilmu Pertanian Al-Kimia Rechtsregel : Jurnal Ilmu Hukum Jurnal Sekretari Universitas Pamulang Jurnal Akrab (Aksara agar Berdaya) JAMAIKA: Jurnal Abdi Masyarakat Safari : Jurnal Pengabdian Masyarakat Indonesia Jurnal Bisnis Inovatif dan Digital Jukerdi: Jurnal Kewirausahaan Cerdas Dan Digital
DADANG DADANG
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Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Transformasi Pemasaran Digital dan Kapabilitas Inovasi dalam Meningkatkan Kinerja Bisnis UMKM melalui Keunggulan Bersaing sebagai Variabel Mediasi Dadang Dadang; Ekawahyu Kasih; Erwin Santoso
Jurnal Kewirausahaan Cerdas dan Digital Vol. 2 No. 1 (2025): Jurnal Kewirausahaan Cerdas dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jukerdi.v2i1.1501

Abstract

Digital transformation has reshaped the marketing practices of small and medium-sized enterprises (SMEs) and encouraged businesses to strengthen their innovation capabilities in response to an increasingly dynamic competitive environment. This study aims to analyze the relationship between digital marketing transformation, innovation capability, and business performance through the mediating role of competitive advantage. A quantitative approach with an explanatory research design was employed, involving 150 SME owners and managers selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that digital marketing transformation and innovation capability have positive and significant relationships with competitive advantage, with path coefficients of 0.391 and 0.462, respectively. Competitive advantage is also positively associated with business performance, with a coefficient of 0.438. Furthermore, digital marketing transformation and innovation capability have direct relationships with business performance, with coefficients of 0.214 and 0.276, respectively. Competitive advantage partially mediates these relationships, with indirect effects of 0.171 and 0.202. These findings highlight that integrating digital marketing, innovation capability, and competitive advantage is an important mechanism for sustainably improving SME business performance.
Co-Authors Agus Dina Bima Guntara Bunasor Sanim Damai Yanti DJOKO PRIJONO Edy Syahputra Eka Wahyu Kasih Elis Ela Susila Erwin Santoso Ferry Agus Sianipar Ferry Agus Sianipar Hasan Alzagladi Hendrik Fasco Siregar Henlia Peristiwi Rejeki Humairoh Humairoh Immawati, Siti Asriah Latifah Kosim Darusman Letkol Purn Sugino Lilis Sakuroh Luluk Sulistiyono M. Sjahrul Muchin Mansyur Muhammad Zakir Rio Hendra Rio Hendra Rudi C. Tarumingkeng Selviana Teras Widy Rahayu SYAFRIDA MANUWOTO Syaifullah Syaifullah Tedy Subrata