August 13, 2025

Bridging the Digital Gap: The Effect of Digital Technology Adoption on Msmes Performance With Digital Marketing Capability as a Mediator

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Observational analysis shows digital technology adoption improves MSMEs performance, highlighting marketing capability's vital role.

Digital technology adoption significantly enhances MSMEs performance in the creative industry sector, emphasizing its impact.
Key evidence indicates that digital marketing capability effectively mediates between digital technology adoption and MSMEs performance.
Data analysis utilized partial least squares-structural equation method with Smart PLS 3.0 for a comprehensive understanding.
These findings underline the essential role of distinctive competencies in the performance improvements of MSMEs through technology adoption.

Hapsari et al. (2025) studied this question.

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