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All Journal JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Jurnal Penelitian Pendidikan IPA (JPPIPA) Jurnal Abdi Masyarakat Ilmu Ekonomi [J.A.M.I.E.] Jurnal Edueco Jurnal GeoEkonomi Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Jurnal Abdimas Bina Bangsa Batara Wisnu : Indonesian Journal of Community Services JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS JURNAL SIPISSANGNGI: Jurnal Pengabdian Kepada Masyarakat MEDIA RISET EKONOMI
Dwi Taufik Rohman
Universitas Balikpapan
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Mathematics Physics Public Health Social Sciences Other

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Unveiling the Mediating Role of Omnichannel Behavior Agility between Service Agility and Marketing Performance: Mengungkap Peran Mediasi Kelincahan Perilaku Omnichannel antara Kelincahan Layanan dan Kinerja Pemasaran Dimas Wibisono; Dwi Taufik Rohman; Rasyiid Yoga Pradita; Tsania Ayu Rohani
JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Vol. 12 No. 1 (2026): April
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/jbmp.v12i1.2240

Abstract

This study investigates how service agility influences marketing performance among micro, small, and medium enterprises (MSMEs) in Sleman, Yogyakarta, with a focus on the mediating role of omnichannel behaviour agility. Grounded in Service–Dominant Logic (SDL), the research conceptualizes service agility as the ability to deliver services quickly and flexibly, while omnichannel behaviour agility refers to consumers’ seamless adaptation across digital and physical channels. A quantitative approach was employed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) via SmartPLS 3.0, analyzing data from 135 MSME owners collected between March and May 2025. Results show that service agility has a significant positive impact on marketing performance both directly and indirectly through enhanced omnichannel behaviour agility. The findings underscore the importance of aligning organizational responsiveness with consumer channel adaptability to drive sales growth, market share, customer satisfaction, and retention. This study extends SDL theory by emphasizing co-created value in omnichannel environments and offers practical guidance for MSMEs aiming to strengthen competitiveness in rapidly digitalizing markets.
Co-Authors Adrian Nur Akbar, Pandu Muhammad Alvaleri, Divka Pradya Anggara Era Saputra Arfina Rahma Ayu Rahmawati , Putri C. Prihandoyo, C. Prihandoyo Celvin Adi Prastya Cinta Amalia Didik Hadiyatno Didik Hadiyatno Dimas Wibisono Ega Hardinata Eisa Faikhatul Hanni Elvina Avriani Febi Ghalsananda Ghea Asya Hermanita Hairul Anam Hardinata, Ega Hasan, Syajril Herlina Agustina Hidayah, Lidya Intan INDRAYANI INDRAYANI Intan Cahyani Sari Juwari Khudin Anam, Sholih Kwan, Devin Dwitama Mayana Asid, Gatik Milado, Alan Muhamad Noor Yudha Naurah, Aisyah Noor Yudha, Muhamad Nur Sa’diyah Nurlia Nurlia Nurlia Nurlia Nurlia Prihandoyo, C. Putra, Odesha Ramanda Rafael, Romy Sahrul Erick Rafli Ocis Alexsandro Latupeirissa Raihana Nur Alifah Rasyiid Yoga Pradita Rizkiyah, Dita Sagala, Billy Saputra, Gusti Sukimin Sulaiman, Ferdy Syahril Hasan - Politeknik Sains dan Teknologi Wiratama Maluku Utara, Syahril Hasan Tri Cahyanti, Melysa Tsania Ayu Rohani Tutik Yuliani Wiwik Saraswati, Wiwik