The Effect of Digital Marketing Capability and Business Innovation on MSMEs Performance in the Tourism Sector. Evidence from Small Tourism Enterprises Using

Ni Ketut Karwini; Ana Rahita Handayani

Penulis

Ni Ketut Karwini Department of Management, STMI Handayani, Bali, Indonesia, Indonesia Penulis
Ana Rahita Handayani STIMI Handayani, Indonesia, Indonesia Penulis

Kata Kunci:

digital marketing capability, online marketing capability, business innovation, MSMEs performance, tourism sector

Abstrak

Digital marketing capability and online marketing capability are critical factors determining the business sustainability of MSMEs in the post-pandemic tourism sector, but there has been no research that has comprehensively tested the role of business innovation mediation. This study aims to analyze the influence of digital marketing capability and online marketing capability on the performance of MSMEs with business innovation as a mediating variable in tourism MSMEs. The method used is Sequential Literature Review (SLR) based on PRISMA 2020 with a search of 950 articles in the SCOPUS database for the 2022-2025 period using 5 key keywords. The qualitative stage was continued with quantitative research using Structural Equation Modeling (SEM-PLS) on 120 tourism MSME respondents in STIMI Handayani and its surroundings in Surabaya. The research instrument used a closed questionnaire on a Likert scale of 1-5 with 18 indicators that have been validated from the literature synthesis. Data were analyzed using SmartPLS 4 to test 5 direct and indirect relationship hypotheses. The results showed that Digital Marketing Capability (β=0.328, p=0.020) and Online Marketing Capability (β=0.209, p=0.013) had a significant positive effect on MSMEs Performance with Business Innovation as a significant partial mediation (β=0.125, p=0.022; R²=0.501, Q²=0.468). This research provides empirical guidance for tourism MSMEs to invest resources in digital capabilities and business innovation to improve operational performance, market expansion, and profitability in a sustainable manner.

Unduhan

Data unduhan tidak tersedia.

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