The Influences of Digital Technology, Digital Literacy, and Digital Marketing On The Performance of SMEs in Bekasi
Main Article Content
This research aimed to determine the influences of digital technology, digital literacy, and the use of digital marketing on the performance of small and medium enterprises (SMEs) in Bekasi, West Java. The study is quantitative research with a survey method. Study data were collected using a questionnaire technique with a sample of 338 respondents through convenience and snowball sampling. The SPSS software version 25.0 was used to analyze the research data. To ascertain the effects of independent variables on dependent variable, multiple regression analysis was used. This study has limitations, such as data collection was only limited in Bekasi area and the sampling was conducted without dividing the sector or business type of SMEs. Future studies in other areas with distinctive characteristics or in other parts of the world by using other methods such as random sampling by dividing SMEs based on business sector are potential to increase the model's validity and reliability. The findings of this study demonstrate that the use of digital technology, digital literacy, and digital marketing all significantly and favorably affect the performance of SMEs, with the usage of digital marketing having the most impact. By emphasizing the advancement of digital technology, employee digital literacy, and the use of digital marketing to enhance performance and maintain sustainable growth, the study's findings also offer SMEs improvement strategies.
Keywords:
Small and Medium Enterprises, Performance, Digital Technology, Digital Literacy, Digital Marketing, Sustainable Growth
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Tayibnapis, A. Z., Wuryaningsih, L. E., & Gora, R. (2018). The development of digital economy in Indonesia. IJMBS International Journal of Management and Business Studies, 8(3), 14–18.
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Warner, K. S. R., & Wäger, M. (2019). Building dynamic capabilities for digital transformation: An ongoing process of strategic renewal. Long Range Planning, 52(3), 326–349.
Yunis, M., Tarhini, A., & Kassar, A. (2018). The role of ICT and innovation in enhancing organizational performance: The catalysing effect of corporate entrepreneurship. Journal of Business Research, 88, 344–356.
Aji, R. (2016). Digitalisasi, Era Tantangan Media (Analisis Kritis Kesiapan Fakultas Dakwah dan Komunikasi Menyongsong Era Digital). Islamic Communication Journal, 1(1).
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190.
Armiani, A., Basuki, B., & Suwarno, N. (2021). Teknologi Digital Memediasi Dampak Strategi Bisnis Terhadap Kinerja Umkm Di Nusa Tenggara Barat. EKUITAS (Jurnal Ekonomi Dan Keuangan), 5(3), 300–320.
Astuti, N. C., & Nasution, R. A. (2014). Technology readiness and e-commerce adoption among entrepreneurs of SMEs in Bandung City, Indonesia. Gadjah Mada International Journal of Business, 16(1), 69–88.
Bennett, E. E., & McWhorter, R. R. (2021). Virtual HRD’s role in crisis and the post Covid-19 professional lifeworld: Accelerating skills for digital transformation. Advances in Developing Human Resources, 23(1), 5–25.
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. v. (2013). Digital business strategy: toward a next generation of insights. MIS Quarterly, 471–482.
Bikse, V., Lusena-Ezera, I., Rivza, P., & Rivza, B. (2021). The development of digital transformation and relevant competencies for employees in the context of the impact of the COVID-19 pandemic in latvia. Sustainability, 13(16), 9233.
Bouwman, H., Nikou, S., Molina-Castillo, F. J., & de Reuver, M. (2018). The impact of digitalization on business models. Digital Policy, Regulation and Governance, 20(2), 105–124.
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Curran, D. (2018). Risk, innovation, and democracy in the digital economy. European Journal of Social Theory, 21(2), 207–226.
Danuri, M. (2019). Perkembangan dan transformasi teknologi digital. Jurnal Ilmiah Infokam, 15(2). https://doi.org/10.53845/infokam.v15i2.178
Giantari, I. G. A. K., SE, Ms., Yasa, N. N. K., SE, M. S., Suprasto, H. B., SE, Ms., Rahmayanti, P. L. D., & SE, M. M. (2021). Peran Digital Marketing Untuk Meningkatkan Kinerja Bisnis UMKM Pada Masa Pandemi Covid-19 (Studi Kasus: Sektor Kuliner di Bali). Media Sains Indonesia.
Hastuti, W. K., Indriayu, M., & Totalia, S. A. (2021). The Impact Of Digital Literacy And Entrepreneurial Orientation To Surakarta Batik Smes Performance.
Kane, G. (2019). The technology fallacy: people are the real key to digital transformation. Research-Technology Management, 62(6), 44–49.
Kaur, H., & Hundal, B. S. (2017). Impact of advertising strategies on the cognitive and behavioral component of attitude of women consumers. Journal of Asia Business Studies, 11(4), 413–433.
Kawira, K. D., Mukulu, E., & Odhiambo, R. (2019). Effect of Digital Marketing on the Performance of MSMES in Kenya. Journal of Marketing and Communication, 2(1), 1–23.
Khanagha, S., Volberda, H. W., & Oshri, I. (2013). Business model transformation and ambidexterity: Renewal through recursive structural alteration. Academy of Management Proceedings, 2013(1), 15162.
Knobel, M., & Lankshear, C. (2006). Digital literacy and digital literacies: Policy, pedagogy and research considerations for education. Nordic Journal of Digital Literacy, 1(1), 12–24.
Krisnawati, D. (2018). Peran perkembangan teknologi digital pada strategi pemasaran dan jalur distribusi UMKM di Indonesia. Jurnal Manajemen Bisnis Krisnadwipayana, 6(1), 69–74.
Mago, S., & Modiba, F. S. (2022). Does informal finance matter for micro and small businesses in Africa? Small Business International Review, 6(1), e415.
Murad, D. F., Kusniawati, N., & Asyanto, A. (2013). Aplikasi Intelligence Website untuk Penunjang Laporan PAUD pada Himpaudi Kota Tangerang. Creative Communication and Innovative Technology Journal, 7(1), 44–58.
Omiunu, O. G. (2019). E-literacy-adoption model and performance of women-owned SMEs in Southwestern Nigeria. Journal of Global Entrepreneurship Research, 9(1), 26.
Patria, H. (2021). The Role of Leadership and Decision-Making under Crisis: A bibliometric analysis and scientific evolution from 1962 to 2020. APMBA (Asia Pacific Management and Business Application), 10(1), 39–54.
Patria, H., Wahyuni, S., & Kusumastuti, R. D. (2019). Intellectual structure and scientific evolution of strategic decision in the field of business and management from 1971 to 2018. Asian Journal of Business and Accounting, 12(2), 233–286.
Reis, J., Amorim, M., Melão, N., & Matos, P. (2018). Digital transformation: a literature review and guidelines for future research. Trends and Advances in Information Systems and Technologies: Volume 1 6, 411–421.
Remane, G., Hanelt, A., Nickerson, R. C., & Kolbe, L. M. (2017). Discovering digital business models in traditional industries. Journal of Business Strategy.
Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models. Journal of Research in Interactive Marketing, 13(2), 179–203.
Rupeika-Apoga, R., Petrovska, K., & Bule, L. (2022). The effect of digital orientation and digital capability on digital transformation of SMEs during the COVID-19 pandemic. Journal of Theoretical and Applied Electronic Commerce Research, 17(2), 669–685.
RVSPK, R., Priyanath, H. M. S., & Megama, R. G. N. (2020). Digital literacy, business uncertainty & economic performance: An empirical study of small businesses in Sri Lanka. Journal Of Academic Research In Business And Social Sciences, 10(5), 50–76.
Sariwulan, T., Suparno, S., Disman, D., Ahman, E., & Suwatno, S. (2020). Entrepreneurial performance: The role of literacy and skills. The Journal of Asian Finance, Economics and Business, 7(11), 269–280.
Schallmo, D., Williams, C. A., & Lohse, J. (2019). Digital strategy—integrated approach and generic options. International Journal of Innovation Management, 23(08), 1940005.
Scuotto, V., Nicotra, M., Del Giudice, M., Krueger, N., & Gregori, G. L. (2021). A microfoundational perspective on SMEs’ growth in the digital transformation era. Journal of Business Research, 129, 382–392.
Sebikari, K. V. (2019). Entrepreneurial performance and small business enterprises in Uganda. International Journal of Social Sciences Management and Entrepreneurship (IJSSME), 3(1).
Solberg, E., Traavik, L. E. M., & Wong, S. I. (2020). Digital mindsets: Recognizing and leveraging individual beliefs for digital transformation. California Management Review, 62(4), 105–124.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651.
Tayibnapis, A. Z., Wuryaningsih, L. E., & Gora, R. (2018). The development of digital economy in Indonesia. IJMBS International Journal of Management and Business Studies, 8(3), 14–18.
Teng, X., Wu, Z., & Yang, F. (2022). Research on the Relationship between Digital Transformation and Performance of SMEs. Sustainability, 14(10), 6012.
Vial, G. (2021). Understanding digital transformation: A review and a research agenda. Managing Digital Transformation, 13–66.
Warner, K. S. R., & Wäger, M. (2019). Building dynamic capabilities for digital transformation: An ongoing process of strategic renewal. Long Range Planning, 52(3), 326–349.
Yunis, M., Tarhini, A., & Kassar, A. (2018). The role of ICT and innovation in enhancing organizational performance: The catalysing effect of corporate entrepreneurship. Journal of Business Research, 88, 344–356.
