JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Role of Digital Marketing Adaptation in Measuring the Success of MSE in Pinrang Regency

Asis, Andini Putri Ramadhani (Unknown)
Cipto Wardoyo (Unknown)
Farida Rahmawati (Unknown)

Article Info

Publish Date
02 Jun 2026

Abstract

This study analyzes the influence of the entrepreneurial environment on the success of MSE through digital marketing adaptation as a mediating variable. This study used a quantitative approach with a purposive sampling technique involving 399 respondents. Data were analyzed using SEM-PLS. The results show that the entrepreneurial environment has a significant influence on digital marketing adaptation and MSE success. Furthermore, digital marketing adaptation is proven to mediate the relationship between the entrepreneurial environment and MSE success. These findings provide implications for MSE to optimize the use of digital marketing platforms to increase business success. Keywords: Entrepreneurial Environment; Digital Marketing Adaptation; MSE Success

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...