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All Journal Jurnal Manajemen Komunikasi Journal of Applied Data Sciences
Hafshah, Luqyana Nida
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Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media

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Digital Platform Utilization and ICT Literacy on Global Market Access among MSMEs: The Mediating Role of Digital Business Readiness and the Moderating Effect of Government Support Nurfaizal, Yusmedi; Kurniawan, Arief Adhy; Hermawan, Hellik; Surya Saputra, Dhanar Intan; Amalina, Siti Nahla; Hafshah, Luqyana Nida
Journal of Applied Data Sciences Vol 6, No 4: December 2025
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v6i4.893

Abstract

This study investigates how digital capabilities and institutional support shape global market access among Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, with a specific focus on Banyumas Regency. The research integrates technology adoption, organizational readiness, and policy support into a unified structural model to explain MSME internationalization in semi-urban contexts. The objective is to assess the direct effects of digital platform utilization and ICT literacy on global market access, the mediating role of digital business readiness, and the moderating effect of government support. A survey of 125 digitally engaged MSMEs was analyzed using Partial Least Squares Structural Equation Modeling. The findings reveal that digital platform utilization (β = 0.163; p = 0.008) and ICT literacy (β = 0.161; p = 0.004) significantly and directly enhance global market access. Both constructs also positively influence digital business readiness digital platform utilization (β = 0.600; p 0.001) and ICT literacy (β = 0.497; p 0.001) which itself contributes to market access (β = 0.154; p = 0.037). Mediation analysis confirms that digital business readiness significantly mediates the relationship between digital capabilities and global market access, with indirect effects of 0.093 (p = 0.045) and 0.077 (p = 0.035) for digital platform utilization and ICT literacy, respectively. Furthermore, government support significantly moderates the effect of digital readiness on market access (β = 0.222; p = 0.002). The model demonstrates strong explanatory power (R² = 0.782 for global market access) and predictive relevance (Q² = 0.507). This study contributes to the digital transformation literature by positioning digital business readiness as a critical enabler of MSME internationalization and highlights the synergistic role of government interventions in amplifying internal digital capabilities. The novelty lies in applying an integrated model to a semi-urban developing economy setting, offering insights for inclusive digital ecosystem design and policy formulation.
Digital customer experience and social media marketing on purchase intention Nurfaizal, Yusmedi; Hafshah, Luqyana Nida; Nafisa, Fairuzavina Kafka; Barros, Agapito
Manajemen Komunikasi Vol 10, No 2 (2026): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher E
Publisher : Faculty of Communication Sciences Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v10i2.67084

Abstract

Background: The development of digital technology changed consumer interaction patterns among students as the generation who uses online platforms to buy branded products. They use online media to get information as well as to do buying transactions. In the digital marketing, intensity of interactions in the digital form increases and gives impacts to online experiences; therefore communication on social media regarding purchase intentions becomes more important. Purpose: We examined some influences of digital customer experiences and social media marketing on formation of buying intentions. We also looked at the role of perceiving value as one mediate variable and trust as moderate variable. Methods: We used quantitative survey with 200 undergraduate students from three universities in Purwokerto, Indonesia: Universitas Jenderal Soedirman, Universitas Muhammadiyah Purwokerto, and Universitas Amikom Purwokerto. Use purposive sampling technique, with citeria must be active social media users and having experiences related to online shopping. To perform data analysis, we used Partial Least Squaes Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 to generate measure and structure models. Results: Digital customer experience and social media marketing significantly rise perceived value and directly strengthen student intention to purchase. Perceived value was a key factor effecting on digital interactions on decision to buy. Trust showed strong relationships between perceived value as well as purchase intentions, indicating that higher levels of trust in digital platforms can grow consumers’ intent of making a buying. Conclusion: In order to increase perceived value and trust among young consumers, some businesses need to create interestingly and interactively digital experiences and to make credible communication on social media. Implications: As digital marketing literature grows, we offer real implications for organizations especially students in online market.
Co-Authors Amalina, Siti Nahla Arief Adhy Kurniawan Barros, Agapito Dhanar Intan Surya Saputra Hellik Hermawan Nafisa, Fairuzavina Kafka Yusmedi Nurfaizal