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All Journal CERMIN PERMANA JDM (Jurnal Dinamika Manajemen) Sains: Jurnal Manajemen dan Bisnis DeReMa (Development Research of Management) Jurnal Manajemen Jurnal Riset Bisnis dan Manajemen Tirtayasa Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi Performance Dialektika: Jurnal Ekonomi dan Ilmu Sosial Management Studies and Entrepreneurship Journal (MSEJ) EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) International Journal of Environmental, Sustainability, and Social Science Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Jurnal Inspirasi Binsis dan Manajemen KREATIF: Jurnal Pengabdian Masyarakat Nusantara International Journal of Entrepreneurship and Business Management PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi Konsentrasi: Jurnal Manajemen dan Bisnis Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi KREATIF: Jurnal Pengabdian Masyarakat Nusantara
Ahmad Hanfan, Ahmad
Universitas Pancasakti Tegal
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE)

 1 
Marketing Strategy and Its Impact on Business Performance through Strategic Agility in Small and Medium Enterprises Setyowati, Ratna Faridah; Tabrani, Tabrani; Suwandi, Suwandi; Hanfan, Ahmad
Journal of Business and Economics Research (JBE) Vol 6 No 3 (2025): October 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v6i3.8367

Abstract

Social media is currently an effective marketing tool for Micro, Small, and Medium Enterprises (MSMEs). The Emak Cantik Community consists of business actors who utilize social media for marketing. This study aims to confirm the effectiveness of the synergy between product innovation, financial literacy, and market orientation on business performance in the Emak Cantik community, both directly and indirectly through strategic agility. This study employed a descriptive method and quantitative analysis using a questionnaire distributed to 155 respondents who are members of the Emak Cantik community. The results of the LISREL analysis show that strategic agility (48%) and financial literacy (44%) have a significant effect on business performance, while product innovation (5.2%) and market orientation (0.24%) have no effect. Meanwhile, product innovation (42%), financial literacy (39%), and market orientation (51%) have a significant effect on strategic agility. The mediation test shows that strategic agility successfully mediates the influence of product innovation, financial literacy, and market orientation on business performance. The contribution of this study is to provide the latest empirical evidence on the mediation mechanism of strategic agility that can be used as a basis for developing strategies to strengthen MSMEs in the digital era.
Co-Authors , Sumarno, , Agnes Dwita Susilawati Ahmad Ikhwan Setiawan, Ahmad Ikhwan Aziz, Reza Rizal Rizki Catur Raharjo Febrayanto D.S., Sitti Hartinah Elfi Yulyati Erwin Sunanto Faesol, Moh. Syukron Fetalia Haryanti Anugrah Gunistiyo Gunistiyo Gunistiyo, Gunistiyo Hudi, Fatkhurohman Alan Ira Amanda Hirbasari Ira Maya Hapsari Lusiana Indira Isni Lusiana Indira Isni Mahben Jalil Mahben Jalil Maulana, Akbar Mei Rani Amalia Mohamad Fihkri Azim Ishad Mohammad Agus Yulianto Muhammad Siddik Erdi Muhammad Siwi Nugraha Muhammad Viqih Niken Wahyu Cahyaningtyas Nupus, Hayati Nupus, Hayati PRAMUSHINTA, Amelia Dwi Prihadi, Deddy Raden Mohamad Herdian Bhakti Raubet, Debby Eviana Rima Afniati Sari Wiyanti Setiawan, Ahmad Ikhwan Setyowati, Ratna Faridah Sunaryono Sunaryono Susilawati, Agnes Dwita Susiyanti, Fitri Suwandi Suwandi Suwandi Suwandi Tabrani, Tabrani Tabrani, Tabrani Wiyanti, Sari Yulianto, Mohammad Agus Yulyati, Elfi Yustia Hapsari