Mediating Effects of Digital Marketing on Dynamic Capability and Firm Performance: Evidence from Small and Medium-sized Enterprises (SMEs) in Indonesia
Anton Wardaya1, Sasmoko2, Idris Gautama So3, Agustinus Bandur4
1Anton Wardaya, Universitas Bina Nusantara, Indonesia.
2Sasmoko, Universitas Bina Nusantara, Indonesia.
3Idris Gautama So, Universitas Bina Nusantara, Indonesia.
4Agustinus Bandur, Universitas Bina Nusantara, Indonesia.
Manuscript received on 15 June 2019 | Revised Manuscript received on 11 July 2019 | Manuscript Published on 17 July 2019 | PP: 461-464 | Volume-8 Issue-1C2 May 2019 | Retrieval Number: A10760581C219/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Small and Medium sized enterprises (SMEs) have proven to be the backbone of Indonesia’s economy. It gives contribution to 60.34% to Indonesia GDP, 99.9% of national economic and 97% employment. Indonesia is known to be one of the most social media users. There is gap of studies to understand the role of digital marketing (DM) and dyanamic capability (DC) on influencing the performance of SMEs in Indonesia (SP). This study aims to give empirical evidence about three hypothesis. First is dynamic capability has a positive direct influence on SMEs performance. Second one is dynamic capability has a positive direct influence on digital marketing capability. The last one is digital marketing capabilys has a positive direct influence on SMEs performance.
Keywords: Dynamic Capability, Digital Marketing, SMEs Performance.
Scope of the Article: Marketing and Social Sciences