Digital Marketing and Enterprise Performance: The Mediating Role of Market Access
TL;DR
This study is among the first to model market access as the mechanism by which four distinct digital marketing dimensions jointly drive enterprise performance in the context of an Indonesian developing economy.
Abstract
Research Originality: This study is among the first to model market access as the mechanism by which four distinct digital marketing dimensions jointly drive enterprise performance in the context of an Indonesian developing economy. Research Objectives: This study examines how four digital marketing dimensions influence the performance of micro, small, and medium enterprises, with market access mediating the effect. Research Method: A quantitative survey was conducted with 200 MSME owners in Indonesia using purposive sampling. Hypotheses were tested using PLS-SEM, with mediation assessed via bootstrapping. Empirical Results: All four digital marketing dimensions positively and significantly influence market access, which in turn strongly predicts enterprise performance. Market access fully mediates the relationship between each digital marketing dimension and enterprise performance. Implications: MSME owners should adopt an integrated, multi-channel digital marketing approach to broaden market reach and improve business outcomes. Policymakers should prioritize digital literacy programs and affordable internet infrastructure to reduce structural barriers for small enterprises. JEL Classification: M31, L25, O33