<![CDATA[This study investigates the influence of employee resilience and change readiness on omnichannel marketing effectiveness through the mediating role of digital mindset among Micro, Small, and Medium Enterprises (MSMEs) in Purwakarta, Indonesia. Grounded in Digital Mindset Theory, the research examines how employee adaptability and preparedness for organizational change contribute to marketing performance in increasingly digital business environments. A quantitative approach was employed using a cross-sectional survey design. Data were collected from 342 MSME owners, managers, and employees involved in marketing and customer engagement activities. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that employee resilience significantly enhances digital mindset. Change readiness also demonstrates a positive and significant influence on digital mindset. Furthermore, digital mindset positively affects omnichannel marketing effectiveness. The mediation analysis confirms that digital mindset significantly mediates the relationships between employee resilience and omnichannel marketing effectiveness as well as between change readiness and omnichannel marketing effectiveness. These results highlight the critical role of digital mindset in transforming employee psychological capabilities into superior marketing outcomes. The study contributes to the literature on digital transformation and omnichannel marketing by providing empirical evidence from the MSME context and offers practical implications for strengthening organizational competitiveness through employee-centered digital adaptation strategies.]]>
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