THE ROLE OF MARKETING CAPABILITY: DIGITAL MARKETING ON MARKETING PERFORMANCE MICRO SMALL ENTERPRISE
MSE in Indonesia needs more resources, comprehensive market access, and low marketing expertise. Effective adoption and utilization of digital marketing strategies are critical for MSE to improve marketing performance and remain competitive. MSEs can enhance their marketing capabilities by adopting and utilizing digital marketing strategies. This study explores marketing capabilities in digital marketing relationships and marketing performance on MSE. Data collection was carried out by spreading surveys and obtained from 178 respondents who were micro and small-scale food and beverage entrepreneurs who used social media in their marketing campaigns. Data is processed using smartPLS. The results of this study show that digital marketing significantly affects marketing capabilities and marketing performance in MSE. Marketing capabilities have a significant effect on MSE's marketing performance. In addition, marketing capabilities mediate the relationship between digital marketing and marketing performance.
digital marketing, marketing capabilities, entrepreneurial orientation, marketing performance. Micro and Small Enterprises