PERAN MARKET AGILITY DALAM MEMEDIASI PENGARUH DIGITAL MARKETING CAPABILITY TERHADAP KINERJA UMKM

Authors

  • Indra Heri Rukmana
  • Lisa Elianti Nasution

DOI:

https://doi.org/10.54314/jssr.v9i3.6375

Keywords:

Digital Marketing Capability, Market Agility, SME Performance

Abstract

This study aims to analyze the effect of digital marketing capability on SME performance with market agility as a mediating variable. The research employs a quantitative approach with an explanatory design. The population consists of SME actors in Kecamatan Medan Kota, with a sample of 100 respondents selected using purposive sampling. Data were collected through questionnaires using a Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that digital marketing capability has a positive and significant effect on both SME performance and market agility. Market agility also has a significant positive effect on SME performance. Furthermore, market agility mediates the relationship between digital marketing capability and SME performance with partial mediation. These findings suggest that digital marketing capability will be more effective in improving SME performance when supported by the ability to adapt to market changes. This study contributes to the business management literature and provides practical implications for SME actors in optimizing adaptive digital marketing strategies to enhance business performance.

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Published

2026-06-06

Issue

Vol. 9 No. 3 (2026): June 2026

Section

Artikel

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Copyright (c) 2026 Indra Heri Rukmana, Lisa Elianti Nasution

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

PERAN MARKET AGILITY DALAM MEMEDIASI PENGARUH DIGITAL MARKETING CAPABILITY TERHADAP KINERJA UMKM. (2026). JOURNAL OF SCIENCE AND SOCIAL RESEARCH, 9(3), 3114-3123. https://doi.org/10.54314/jssr.v9i3.6375