Peran Adaptasi Teknologi dalam Memoderasi Pengaruh Strategi Pemasaran Digital terhadap Keberlanjutan Usaha UMKM di Kabupaten Sumbawa

Rian Hardiansyah; Diah Anggeraini Hasri; Arya Zulfikar Akbar

doi:10.55681/sentri.v4i6.7198

Authors

Rian Hardiansyah Universitas Teknologi Sumbawa
Diah Anggeraini Hasri Universitas Teknologi Sumbawa
Arya Zulfikar Akbar Universitas Teknologi Sumbawa

DOI:

https://doi.org/10.55681/sentri.v4i6.7198

Keywords:

Digital Marketing Strategy, Technology Adaptation, Business Sustainability, MSMEs, PLS-SEM

Abstract

This study examines whether technology adaptation strengthens the effect of digital marketing strategy on the business sustainability of micro, small, and medium enterprises (MSMEs) in Sumbawa Regency, Indonesia. The model is anchored in the resource-based view and dynamic capability perspective, which position digital marketing as a market-facing resource and technology adaptation as an adaptive capability that enables firms to sense, seize, and reconfigure digital opportunities. A quantitative explanatory cross-sectional design is specified with a population frame of 1,359 active MSMEs and a final sample of 100 respondents selected using simple random sampling. Measurement uses a five-point Likert scale and reflective constructs. Inferential analysis follows Partial Least Squares Structural Equation Modeling (PLS-SEM) reporting standards in SmartPLS 4, including outer-model assessment, R², Q²predict, f², collinearity diagnostics, and 5,000-subsample bootstrapping. The numerical model-development dataset yields satisfactory reliability and validity. Digital marketing strategy has a positive effect on business sustainability (β = 0.604; t = 8.637; p < 0.001), while technology adaptation also has a positive effect (β = 0.253; t = 3.001; p = 0.003). Most importantly, the interaction between digital marketing strategy and technology adaptation is positive and significant (β = 0.263; t = 4.620; p < 0.001), confirming a strengthening moderation effect. The model explains 52.4% of the variance in business sustainability (R² = 0.524) and displays positive predictive relevance (Q²predict = 0.481). These findings indicate that digital promotion, marketplace utilization, customer interaction, and data-driven marketing become more consequential for long-term business continuity when MSMEs can rapidly learn, integrate, and upgrade digital technologies.

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