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Patamani, Flora
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Social Sciences Other

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DIGITAL MARKETING STRATEGY ON BUSINESS PERFORMANCE WITH CUSTOMER SATISFACTION AS A MEDIATING VARIABLE IN MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES) IN GORONTALO Darman; Patamani, Flora; Landjani, Nur Afni
Jurnal Ilmu Manajemen dan Bisnis Vol. 13 No. 1 (2025): Jurnal Ilmu Manajemen dan Bisnis (JIMB)
Publisher : LP2M Universitas Bina Mandiri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47918/jimb.v13i1.2262

Abstract

The growth of MSMEs in Gorontalo Province plays a significant role in driving the regional economy, yet challenges in utilizing digital marketing strategies remain a major obstacle to optimizing business performance. On the other hand, customer satisfaction is a key factor that can strengthen the relationship between marketing strategies and business outcomes. This study aims to analyze the effect of digital marketing strategies on MSME business performance in Gorontalo with customer satisfaction as a mediating variable. A quantitative approach was employed, involving 52 purposively selected MSME respondents. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS 4 software. The results indicate that digital marketing strategies have a direct and significant effect on business performance with a T-statistic value of 2.003 and a P-value of 0.045. Customer satisfaction also has a direct and significant effect on business performance with a T-statistic of 5.699 and a P-value of 0.000. Furthermore, the mediation analysis reveals that customer satisfaction significantly mediates the relationship between digital marketing strategy and business performance (T-statistic = 5.232; P-value = 0.000). These findings highlight the critical role of customer satisfaction in enhancing the effectiveness of digital marketing. Therefore, MSME actors are encouraged to focus not only on technical aspects of digital marketing but also on service quality and customer satisfaction in a comprehensive manner.
ADAPTIVE STRATEGIC LEADERSHIP IN DEVELOPING THE INNOVATION CAPACITY OF UMKM IN THE CREATIVE SECTOR Sudarsono; Patamani, Flora; Biahimo, Suci Ramadani I; Idrus, Iska Pramishella
Jurnal Ilmu Manajemen dan Bisnis Vol. 13 No. 2 (2025): Jurnal Ilmu Manajemen dan Bisnis (JIMB)
Publisher : LP2M Universitas Bina Mandiri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47918/jimb.v13i2.2294

Abstract

Adaptive strategic leadership is crucial in driving innovation, especially for Micro, Small and Medium Enterprises (MSMEs) in the creative sector that operate in a dynamic and uncertain business environment. This study aims to analyze the role of adaptive strategic leadership in developing the innovation capacity of creative sector MSMEs in Indonesia. Using a qualitative approach with a systematic literature study, data was collected from various relevant accredited national journals. The results show that adaptive strategic leadership, characterized by the ability to adapt to change, foster organizational learning, and facilitate rapid decision-making, significantly contributes to improving the innovation capacity of MSMEs. Adaptive leaders are able to identify new opportunities, manage risks, and create an environment conducive to experimentation and creativity. The implications of this study highlight the importance of developing adaptive leadership competencies for creative sector MSME actors to ensure sustainability and competitiveness in the global market. This research provides theoretical contributions by enriching the literature on leadership and innovation in the context of MSMEs, as well as practical implications for leadership training and development programs in the creative MSME sector.
Co-Authors Biahimo, Suci Ramadani I DARMAN Idrus, Iska Pramishella Landjani, Nur Afni Sudarsono