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All Journal Al-Kharaj: Journal of Islamic Economic and Business Jurnal Pustaka Cendekia Hukum dan Ilmu Sosial
Syahra
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Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance

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Digital Marketing Innovation And Marketing Capability Moderating Effects On Sme Sales Performance Suparningsih; Syahra; Astil Harli Roslan
Jurnal Pustaka Cendekia Hukum dan Ilmu Sosial Vol. 3 No. 3 (2025): Vol. 3 No. 3 (2025): Jurnal Pustaka Cendekia Hukum dan Ilmu Sosial Volume 3 Nom
Publisher : PT PUSTAKA CENDEKIA GROUP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70292/pchukumsosial.v3i3.226

Abstract

This study aims to analyze the influence of Digital Marketing Innovation on Sales Performance with Marketing Capability as a moderation variable in MSMEs in Kendari City. The study used a quantitative approach with the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS) on 165 MSMEs selected through purposive sampling techniques. The sample criteria include MSMEs that have been operating for at least two years, actively utilizing digital media in marketing, and owners or managers are directly involved in marketing decision-making. Data was collected through a five-point Likert scale questionnaire and analyzed using SmartPLS through the evaluation of measurement models (outer model) and structural models (inner model) with bootstrapping procedures. The results of the study show that Digital Marketing Innovation does not have a significant effect directly on Sales Performance. On the other hand, Marketing Capability has a positive and significant effect on Sales Performance. In addition, Marketing Capability has been proven to positively and significantly moderate the relationship between Digital Marketing Innovation and Sales Performance, thus acting as a pure moderator. These findings indicate that the effectiveness of digital marketing innovation is highly dependent on the level of marketing capabilities possessed by MSMEs. Thus, digital transformation in marketing cannot stand alone as a determining factor in sales performance, but must be supported by strong marketing capabilities to be able to generate continuous sales increases.
Forging Brand Commitment through Service Quality and Customer Experience: The Moderating Role of Customer Trust Masse, Ambo; Ami Nurhayati; Astil Harli Roslan; Nofal Supriaddin; Syahra
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): SettingsVol. 8 No. 1 (2026): All articles in this issue include authors from 3
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10185

Abstract

This study aims to analyze the influence of service quality and customer experience on brand commitment, with brand image as a mediating variable and customer trust as a moderating variable among car customers in Kendari City. Methods: This study employed an explanatory quantitative approach. Methods: This study employed an explanatory quantitative approach. A total of 200 car customers in Kendari City were selected using purposive sampling. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). Results: The findings indicate that service quality and customer experience have significant effects on brand image and brand commitment. Brand image was found to mediate the relationship between service quality, customer experience, and brand commitment. In addition, customer trust significantly strengthens the effect of brand image on brand commitment. These results show that better service quality and more positive customer experience contribute to stronger brand image and higher customer commitment to the brand. Implications: The results suggest that automotive companies need to improve service quality, create positive customer experiences, strengthen brand image, and build customer trust to sustain long-term customer relationships. This study is limited to car customers in Kendari City and uses a cross-sectional design. Therefore, future studies are recommended to expand the research area, apply a longitudinal design, and include other relevant variables to provide a more comprehensive understanding of brand commitment
Co-Authors Ami Nurhayati Astil Harli Roslan Masse, Ambo Nofal Supriaddin Suparningsih