Pengaruh Pemasaran Digital dan Kelincahan Masuk Pasar terhadap Kinerja Pemasaran dengan Kemampuan Inovasi sebagai Moderasi pada UMK Kuliner Pontianak

Ariadi, - (2025) Pengaruh Pemasaran Digital dan Kelincahan Masuk Pasar terhadap Kinerja Pemasaran dengan Kemampuan Inovasi sebagai Moderasi pada UMK Kuliner Pontianak. Doctoral thesis, Universitas Tarumanagara.

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Abstract

In today’s digital era, MSEs require the information technology to grow, develop, and compete. The use of digital marketing has been empiricallay proven to improve MSE marketing performance. However, previous research has not comprehensively examined market entry agility and innovation capability as a complete research framework. Therefore, this study was conducted to examine the effect of digital marketing activities on the marketing performance of culinary MSEs in Pontianak City with market entry agility as a mediating variable and innovation ability as a moderating variable. The sample of this study was 100 culinary MSEs in Pontianak City, selected using a nonprobability sampling method with purposive sampling.
Data were analyzed using the PLS-SEM (partial least squares structural equation modeling) approach. The results of this study show that digital marketing has a direct effect on market entry agility, and also on marketing performance. Market entry agility also affects marketing performance and mediates the impact of digital marketing on marketing performance. However, innovation capability does not play a moderating role in the research model built.
This research provides important implications for the strategy of culinary MSEs to not only focus on the use of digital marketing but also to integrate data analysis and skills in using various digital marketing channels.

Item Type:	Thesis (Doctoral)
Additional Information:	Promotor: Prof. Dr. Mahlia Muis, S.E., M.Si
Uncontrolled Keywords:	Keywords: digital marketing, market-entry agility, marketing performance, innovation capabilities.
Subjects:	Disertasi Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	24 Apr 2026 08:29
Last Modified:	27 Apr 2026 06:34
URI:	https://repository.untar.ac.id/id/eprint/48743

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