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INDONESIA
Academic Journal Research
Published by Yayasan Asa Mutiara
ISSN : -     EISSN : 30263085     DOI : https://doi.org/10.61796/acjoure.v1i1
Core Subject : Science, Education, Social, Engineering,
Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Engineering Social Sciences Other
Academic Journal Research is published by Antis Publisher published 2 (two) issues per year (June and December). This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge. This journal aims is to provide a place for academics and practitioners to publish original research and review articles. The articles basically contains any topics research or review. Academic Journal Research is available in online version. Language used in this journal is Indonesia or English.
Arjuna Subject : Umum - Umum
Articles 61 Documents
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THE INFLUENCE OF MARKETING INNOVATION ADOPTION ON MSME MARKETING PERFORMANCE MEDIATED BY DIGITAL MARKETING: A CASE STUDY AT RUMAH BUMN DENPASAR Dwyanthara, I Kade Tirtha Yoga; Laksmana, Komang Agus Rudi Indra; Usadha, I Dewa Nyoman; Merta, I Ketut
Academic Journal Research Vol. 4 No. 1 (2026): Academic Journal Research
Publisher : Antis Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/acjoure.v4i1.441

Abstract

Objective: This study investigates the influence of Corporate Social Responsibility (CSR) marketing adoption innovations—comprising Digital Marketing Training Innovation, Marketing Mentoring Innovation, and SME Brand Awareness—on the Online Sales Performance of Micro, Small, and Medium Enterprises (MSMEs) at Rumah BUMN Denpasar, with Digital Marketing serving as a mediating variable. Despite the availability of empowerment programs by PLN UID Bali, data indicate that a significant digital competency gap remains among local MSMEs. Method: Employing a quantitative approach with Partial Least Squares-Structural Equation Modeling (PLS-SEM), this research analyzed data from 446 MSMEs. Results: The findings demonstrate that both training and mentoring innovations significantly enhance Digital Marketing adoption. Furthermore, Brand Awareness emerges as a critical determinant for digital platform engagement. Crucially, Digital Marketing significantly boosts Online Sales Performance and proves to be an effective mediator, bridging the impact of CSR innovations on business outcomes. Novelty: These results confirm that CSR initiatives successfully improve digital literacy and foster sustainable marketing capabilities, offering vital insights for strategic MSME development and government policy in the digital era.

Page 7 of 7 | Total Record : 61

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