Human Resource Competence as a Moderating Variable in the Relationship between Digital Marketing Strategy and Restaurant Business Performance in Ambon City

Pieter Novry Ruddy Rehatta (Universitas Pattimura)
Jacsy Tubalawony (Universitas Pattimura)
Hadinda Hadinda (Universitas Pattimura)
Hulawa Theresia Weileruny (Universitas Pattimura)

Jurnal Ekonomi dan Kewirausahaan West Science
Vol 4 No 02 (2026): Jurnal Ekonomi dan Kewirausahaan West Science

This study aims to analyze the effect of digital marketing strategy on business performance and to examine the moderating role of human resource competence in the relationship between digital marketing strategy and business performance in the culinary industry of Ambon City, Indonesia. The study employed a quantitative explanatory research design involving 150 respondents consisting of owners, managers, and employees of culinary businesses. Data were collected using structured questionnaires based on a five-point Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software. The findings reveal that digital marketing strategy has a positive and significant effect on business performance. In addition, digital marketing strategy significantly