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Journal : East Java Economic Journal

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Intervening Consumer Behavior on the Importance of Influence Digital Marketing-Product Upgrading and Virality Towards Sustainability of MSMEs in the Society 5.0 Era Habibie, Samas Adimisa Mishbah; Santosa, Ribut; Triandini, Noer Aida
East Java Economic Journal Vol. 9 No. 1 (2025)
Publisher : Kantor Perwakilan Bank Indonesia Provinsi Jawa Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53572/ejavec.v9i1.142

Abstract

This study examines how digital marketing, product enhancement, and virality affect the sustainability of MSMEs, with consumer behavior as an intervening factor. The research employed statistical methods on a sample of 160 MSMEs from the East Java MSME population. Data analysis was conducted using path analysis techniques, preceded by classical assumption tests. The findings indicate a significant direct impact of digital marketing, product enhancement, and virality on consumer behavior and MSMEs’ sustainability. Additionally, consumer behavior was found to have a significant direct influence on the sustainability of MSMEs. Furthermore, the research reveals a significant indirect effect of digital marketing, product enhancement, and virality on the sustainability of MSMEs through the mediation of consumer behavior. The conclusion obtained means that digital marketing, product upgrading and virality have an influence on consumer behavior. These four things influence the sustainability of MSMEs.
Co-Authors Adi Prawito Agus Sukoco Amir Hamzah Arfinsyah Hafid Bambang Hermanto Bambang Hermanto Cahyati, Cholilul Cholilul Chayati Didik Wahyudi Fatmawati Fatmawati Fatmawati, Fatmawati Helilusiatiningsih, Nunuk Hopid Hopid Hopid, Hopid Isdiantoni Isdiantoni Moh. Anwar Moh. Kurdi Nastiti Winahyu Purwati Ratna Wahyuni R.P. Much. Muchtar Rusnani Rusnani Samas Adimisa Mishbah Habibie Setiawan, Muhammad Ikhsan Sindi Arista Rahman Sindi Arista Rahman Suwandi, Ahmad Syamsul Arifin Syamsul Syamsul TRIANDINI, NOER AIDA Wilda Rasaili Zarnuji, Zarnuji