The Impact of Digital Marketing Capabilities on MSME Performance: The Moderating Role of Entrepreneurial Orientation

Abstract

This study examines the impact of digital marketing capabilities on the performance of small and medium-sized enterprises (SMEs), moderated by entrepreneurial orientation. A questionnaire survey was employed for data collection. The unit of analysis consists of SME owners in Jambi Province, Indonesia. Data analysis was conducted using the PLS-SEM approach. The findings indicate that both digital marketing capabilities and entrepreneurial orientation have a significant and positive effect on SME performance. However, entrepreneurial orientation does not significantly moderate the relationship between digital marketing capabilities and SME performance. The implications of this study will be further discussed.

Keywords: digital marketing capabilities, entrepreneurial orientation, SME performance