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All Journal Journal of Economic, Bussines and Accounting (COSTING) MABIS: Manajemen dan Bisnis Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Pengabdian Masyarakat Multidisiplin COMMUNITY : Jurnal Pengabdian Kepada Masyarakat INOVASI: Jurnal Hasil Pengabdian Masyarakat Journal of Artificial Intelligence and Digital Business Seminar Nasional Hasil Penelitian LP2M UNM Journal of Digital Business and Innovation Management
Muhammad Taufik
Universitas Negeri Makassar
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Building small medium enterprise competitive advantage through situational leadership, digital marketing capabilities and innovation Muhammad Taufik; Valentino Aris; Rizal Bakri; Farida Islamiah; Husni Mubarak
Manajemen dan Bisnis Vol 25, No 3 (2026): November 2026 (Online First)
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v25i3.1159

Abstract

Small and medium enterprises increasingly need adaptive leadership and digital marketing capabilities to sustain competitiveness in dynamic digital markets. This study examines the influence of situational leadership and digital marketing capability on sustainable competitive advantage among SMEs in Makassar, with digital marketing innovation positioned as a mediating variable. Data were collected from 304 SME owners through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that situational leadership and digital marketing capability significantly enhance digital marketing innovation, with situational leadership emerging as the stronger determinant. Digital marketing innovation and situational leadership were found to exert significant positive effects on sustainable competitive advantage, while digital marketing capability showed no significant direct effect on competitive outcomes. Mediation analysis confirmed that digital marketing innovation significantly mediates both the relationship between digital marketing capability and situational leadership to sustainable competitive advantage. These results suggest that digital marketing capability functions as a strategic prerequisite rather than a direct driver of competitive advantage, and that its value is only realized when actively transformed into innovative marketing practices. The study contributes to the dynamic capabilities literature and extends situational leadership theory by demonstrating that adaptive leadership and digital capabilities must be channeled through innovation to generate sustainable competitive value in resource-constrained SME environments.
Co-Authors Andi Balqis Mutiara Asizah Andi Ruslan Baso Iwang Citra Arta, Deddy Novie Dian Novita Siswanti Fahrur Rozi Fajar Saranani Farida Islamiah Husni Mubarak Marhawati Muh. Jamil Muhammad Ashdaq Muhammad Qardawi Hamzah Muhammad Rakib Nur Haliza A. Arief Nurul Aulia Fitriani Rivai Makduani Rizal Bakri Saffana Mustafani Sarah Fadhila Ilmi Sitti Ainun Zalfa. N Sitti Chumaerah Sophian Sri Asmirani Sukma Ainul Fitri Syamsu Alam Syamsu Rijal Valentino Aris Yahya Nusa