Kinerja Bisnis Umkm: Peran Digital Marketing Orientation, Brand Resonance Capability Dan Customer Engagement

Nur Annisa Rajiman, Rahmad Solling Hamid, Putri Dewintari

Abstract


Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran strategis dalam perekonomian daerah, namun masih menghadapi tantangan dalam meningkatkan kinerja bisnis di era digital. Penelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing Orientation dan Brand Resonance Capability terhadap kinerja bisnis UMKM dengan Customer Engagement sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Data dikumpulkan melalui survei terhadap 200 pelaku UMKM di Kota Palopo dan dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Digital Marketing Orientation dan Brand Resonance Capability berpengaruh positif dan signifikan terhadap Customer Engagement. Brand Resonance Capability juga berpengaruh positif dan signifikan terhadap kinerja bisnis UMKM. Namun, Digital Marketing Orientation dan Customer Engagement tidak berpengaruh signifikan terhadap kinerja bisnis UMKM, serta Customer Engagement tidak berperan sebagai variabel mediasi. Temuan ini menegaskan bahwa kinerja bisnis UMKM lebih dipengaruhi oleh kapabilitas internal, khususnya kapabilitas merek, dibandingkan oleh orientasi pemasaran digital secara langsung.

Keywords


Digital Marketing Orientation; Brand Resonance Capability; Customer Engagement; Kinerja Bisnis UMKM; PLS-SEM.

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.95885

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