The Impact of Digital Marketing Innovation and Strategic Orientation on Firm Performance: Mediation by Marketing Capability and Moderation by Risk Management
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.10841Keywords:
Digital Marketing Innovation, Strategic Orientation, Firm Performance, Marketing Capability, Risk ManagementAbstract
MSMEs have contributed to employment and economic growth. There are many challenges faced by MSMEs in the era of Industrial Revolution 4.0, including the use of digital marketing innovation and strategic orientation to achieve firm performance. In this research, the aim is to analyze the influence of digital marketing innovation and strategic orientation on firm performance with marketing capability as mediation and the influence of marketing capability on firm performance moderated by risk management. This research is a descriptive quantitative study with a survey approach of 279 respondents from MSMEs in the food and beverage sector. The collected data was processed using SmartPLS, the results showed that digital marketing innovation and strategic orientation have a significant effect on marketing capability, and on firm performance. Marketing capability is having no significant impact on firm performance. Digital marketing innovation and strategic orientation with marketing capability as mediating variable has no significant effect on firm performance. Marketing capability and strategic orientation with risk management as a moderating variable have no significant effect on firm performance. The results of this study are input for MSMEs in increasing the role of digital marketing innovation, orientation strategy and marketing capability towards company performance. Risk management needs to be built by implementing the right risk treatment in order to be able to drive firm performance.
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