The Impact of Digital Marketing Strategy on Company Performance with Sustainability Strategy as a Moderating Variable at PT PLN (PERSERO) UID North Sumatra

Dini Conita (Universitas Negeri Padang)
Vidyarini Dwita (Universitas Negeri Padang)

Formosa Journal of Multidisciplinary Research (FJMR)
Vol. 5 No. 4 (2026): April 2026

This study examines the impact of digital marketing strategy on company performance with sustainability strategy as a moderating variable in the context of PT PLN (Persero) UID North Sumatra. Digital marketing strategy is conceptualized into managerial digital capability and operational digital capability. Data were collected from 113 respondents across 67 customer service units and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA). The results indicate that both managerial and operational digital capabilities significantly improve company performance. Sustainability strategy strengthens the effect of managerial capability but weakens the effect of operational capability. MGA results reveal that managerial capability is more influential in low-digital readiness units, whereas operational capability is stronger in high-digital readiness units.