The Role of Dynamic Capabilities Based on Digital Literacy on The Performance of Marketing Innovations for Micro, Small and Medium Enterprises

Abstract

This study aims to determine the effect of environmental strategy on dynamic capabilities based on digital literacy and the performance of marketing innovations for micro, small and medium enterprises. Digital literacy-based dynamic capabilities consist of two important components, namely marketing competencies and research and development competencies. The nature of this research is explanatory where the number of research samples is micro, small and medium enterprises that have used information technology with a total number of respondents as many as 200 micro, small and medium enterprises which are divided proportionally to seven regions in Indonesia with the sampling method using accidental sampling method. The data analysis technique used SEM analysis with the help of AMOS software. The results showed that environmental strategy had no significant effect on marketing competence. Environmental strategy has a significant effect on the direction of a positive relationship to research and development competencies and has a significant effect on the direction of a positive relationship on the marketing innovation performance of micro, small and medium enterprises. Marketing competence and research and development competence have a significant effect with a positive direction of relationship to the marketing innovation performance of micro, small and medium enterprises. Research and development competence has a significant effect on the direction of a positive relationship to the marketing performance of micro, small and medium enterprises.