Model of digital marketing to enhance marketing performance at Pontianak culinary MSEs

Abstract

Background: Digital marketing and market entry agility play crucial roles in enhancing marketing performance, particularly for micro and small enterprises (MSEs). However, the moderating role of innovation capability in these relationships requires further investigation.Aim: This study explores the influence of digital marketing and market entry agility on the marketing performance of Pontianak’s culinary MSEs. It also examines whether innovation capability moderates these relationships.Setting: This study focuses on Pontianak’s culinary MSEs.Methods: Data were collected from 100 culinary MSE entrepreneurs in Pontianak using stratified non-proportional and cluster sampling techniques, followed by non-probability sampling. Questionnaires were distributed directly to respondents, and results were analysed using partial least squares structural equation modelling.Results: Digital marketing and market entry agility enhance marketing performance. Market entry agility mediates the relationship between digital marketing and marketing performance. However, innovation capability does not statistically moderate these relationships.Conclusion: Pontianak culinary MSEs should prioritise digital marketing strategies and improve market entry agility to enhance their marketing performance. Addressing gaps in innovation capabilities could further bolster their competitiveness.Contribution: This study highlights the importance of digital marketing and market entry agility as drivers of marketing performance. It provides actionable insights for policymakers and entrepreneurs in fostering MSE growth through tailored digital strategies.

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