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All Journal BJRM (Bongaya Journal of Research in Management) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Febiwenesya Forever
Institut Teknologi dan Bisnis Sabda Setia
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ENHANCING MSME MARKETING PERFORMANCE THROUGH KNOWLEDGE MANAGEMENT: DIGITAL CAPABILITY AND DIGITAL INNOVATION AS MEDIATING VARIABLES Fitri Yutika; Febiwenesya Forever
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 4 No. 4 (2024): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i4.2367

Abstract

This study examines the impact of Knowledge Management (KM) on Marketing Performance in Micro, Small, and Medium Enterprises (MSMEs), with Digital Capability and Digital Innovation as mediating variables. A quantitative approach was employed, analyzing data from 150 MSMEs in West Kalimantan using Structural Equation Modeling (SEM) with SmartPLS software. The findings reveal that KM significantly influences Marketing Performance both directly and indirectly through Digital Innovation, which acts as a partial mediator. Conversely, Digital Capability does not significantly mediate the relationship between KM and Marketing Performance, indicating its limited role without effective integration into marketing strategies. The results underscore the crucial role of Digital Innovation in enhancing Marketing Performance, suggesting that MSMEs should prioritize innovation-driven strategies supported by robust KM practices. To achieve optimal outcomes, MSMEs are advised to integrate KM with a strong focus on Digital Innovation while improving the application of Digital Capability within their marketing frameworks. These insights provide valuable implications for managerial and policy-level interventions to bolster MSME competitiveness in the digital era.
Pengaruh Orientasi Kewirausahaan dan Kemampuan Pemasaran terhadap Kinerja Pemasaran UMKM Kuliner Pontianak Ariadi; Febiwenesya Forever
BJRM (Bongaya Journal of Research in Management) Vol. 9 No. 1 (2026): BJRM (Bongaya Journal of Research in Management)
Publisher : LPPM STIEM BONGAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37888/bjrm.v9i1.1055

Abstract

In the city of Pontianak, there are various culinary SMEs, which are one of the attractions for tourists to visit Pontianak. This research was conducted to connect entrepreneurial orientation and marketing capability to the improvement of the performance of culinary SMEs, also known as tourist snacks. The population of this study consists of culinary MSME business owners in the city of Pontianak, with a sample of 100 respondents using explanatory research analysis techniques. Primary data were collected thru questionnaires and analyzed using the SEM-PLS model. This study found that entrepreneurial orientation has a direct positive impact on marketing capability, and marketing capability also has a direct positive relationship with the marketing performance of culinary MSME products. Conversely, entrepreneurial orientation does not have a direct impact on marketing performance. One important factor in mediation is the marketing capability to balance entrepreneurial orientation with the marketing performance of culinary MSME products in the city of Pontianak.
Co-Authors Ariadi Fitri Yutika