OPTIMALISASI KINERJA BISNIS MELALUI KAPABILITAS DIGITAL MARKETING: KAPABILITAS PEMASARAN SEBAGAI PEMEDIASI DAN INTENSITAS KOMPETITIF SEBAGAI PEMODERASI: Indonesia

IA Cynthia Saisaria Mandasari; Ade Ruly  Sumartini; Ida Bagus Indra Wedhana  Purba

doi:10.47329/jurnalmbe.v12i2.1936

Authors

IA Cynthia Saisaria Mandasari Universitas Warmadewa
Ade Ruly Sumartini Universitas Warmadewa
Ida Bagus Indra Wedhana Purba Universitas Warmadewa

DOI:

https://doi.org/10.47329/jurnalmbe.v12i2.1936

Keywords:

digital marketing, marketing capability, competitive intensity, business performance, MSEMs

Abstract

Study aims to analyze the effect of digital marketing on the business performance of MSMEs in Bali by examining the mediating role of marketing capability and the moderating role of competitive intensity. Using a quantitative survey-based approach, data were collected from 100 MSMEs that actively use digital platforms through purposive sampling. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine causal relationships, mediation effects, and moderation effects. The results indicate that digital marketing capability plays an important but indirect role in improving the business performance of MSMEs in Bali. Although digital marketing does not have a direct significant effect on business performance, it significantly enhances marketing capability, which in turn becomes a key factor driving improved business performance. Furthermore, the moderating effect of competitive intensity indicates that MSMEs operating in highly competitive environments tend to be better able to maximize the use of digital strategies to maintain their business performance.

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