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All Journal Jurnal Simetris Jurnal Bisnis dan Manajemen JURNAL ILMIAH MANAJEMEN BISNIS DAN TERAPAN JBTI : Jurnal Bisnis : Teori dan Implementasi Jurnal Dinamika Ekonomi dan Bisnis Jurnal DISPROTEK Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis MANAJEMEN DEWANTARA International Journal of Economics, Business and Accounting Research (IJEBAR) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Abdi Insani Iqtishadia: Jurnal Kajian Ekonomi dan Bisnis Islam Jurnal Abdimas Ilmiah Citra Bakti (JAICB) Jurnal Cahaya Mandalika Jumat Ekonomi: Jurnal Pengabdian Masyarakat Golden Ratio of Marketing and Applied Psychology of Business Tepis Wiring : Jurnal Pengabdian Masyarakat Jurnal Pelita Manajemen Jurnal Industrikrisna IIJSE Journal of Social Science and Education Research Indonesian Journal of Innovation Multidisipliner Research
Sisno Riyoko
Universitas Islam Nahdlatul Ulama Jepara
Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Physics Public Health Social Sciences Transportation Other

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FROM READINESS TO RESULTS THE MEDIATING POWER OF DIGITAL MARKETING IN THE RELATIONSHIP BETWEEN SUSTAINABILITY AND SME PERFORMANCE Dhaula Patta Raya; Sisno Riyoko; Mohamad Rifqy Roosdhani
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No specialissue (2026): Vol. 10, Special Issue, 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10ispecialissue.19414

Abstract

This study aims to examine the effect of sustainability orientation, digital readiness, and entrepreneurial orientation on the marketing performance of small and medium-sized enterprises (SMEs), with digital marketing acting as a mediating variable. The research is grounded in the view that strategic orientations and internal readiness must be effectively translated into digital marketing activities to achieve superior marketing outcomes. A quantitative approach was employed, and data were collected through a survey distributed to SME owners and managers. The collected data were analyzed to assess both direct and indirect relationships among the research variables. The findings reveal that sustainability orientation, digital readiness, and entrepreneurial orientation positively influence marketing performance. Moreover, digital marketing serves as a key mechanism that strengthens the impact of these strategic factors on marketing performance. These results indicate that sustainability values, digital capabilities, and entrepreneurial initiatives generate greater marketing benefits when implemented through effective digital marketing strategies. This study contributes to the literature on SME marketing by highlighting the integrative role of digital marketing in enhancing performance and offers practical insights for SME practitioners and policymakers in developing competitive, digitally driven, and sustainable marketing strategies.
Co-Authors Alfi Nur Fachri Ali Ali Ali Amrullah, M.Faris Anna Widiastuti Arba'ani, Muhammad Anas Buang Budi Wahono Budi Lofian Budi Lofian Budi Lofian Budi Wahono, Buang Dea Ayu Bestari Dhaula Patta Raya Dias Prihatmoko Dimas Ariyanto Eko Sulistiyono, Eko Faqih, Mustofa Fathul Mufid Fitriasari, Dessy Gun Sudiryanto Gunawan Mohammad Hadi Ismanto Isyfa Fuhrotun Nadhifah Laila, Azzah Nor Mahfudh, Ainul Mariatus Sholikah Misbakhuddin, Agam Mohamad Rifqy Roosdhani Mohamad Rifqy Roosdhani Mohammad Rifqy Roosdhani Muhammad Alif Najih Muhammad Hasib Hilmi Naili Rahma Yuliani Naili, Naili Noor Azizah Noor Nailie Azzat R Hadapiningradja Kusumodestoni Rahmat Arif Syaifudin Rokib Safrizal Samsul Arifin Saputro, Yayan Adi Shodiq Eko Ariyanto Suyatno Suyatno Suyatno Suyatno Syafrizal Syafrizal Zaenal Arifin Zaenal Arifin Zainul Arifin Zulfa Indriyani