The Effect of Digital Marketing and Entrepreneurial Orientation on Sustainable Business Performance in Micro Agribusiness Enterprises

Fitri Firi, Rizky Ariesty Fachrysa Halik, Mutmainna Mutmainna

Abstract


The phenomenon of the decrease in the number of MSMEs is exacerbated by the pandemic. Polewali Mandar is a district that is the trading center in West Sulawesi, this district has the largest number of MSEs affected by covid 19. In addition to the ramifications of the pandemic, the failure to adopt and leverage technology and innovation has emerged as a significant factor contributing to the inability of numerous businesses to sustain their operational efficacy. The primary objective of this study is to examine the effect of digital marketing and entrepreneurial orientation on the sustainable business performance of micro enterprises (MSEs) in agribusiness within the Polewali Mandar Regency. The present study employs a quantitative research approach and utilizes data gathering methods in the form of a survey administered to a sample of 66 micro agribusiness firms. The data were subjected to analysis using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings of the study indicate that there is no substantial effect of digital marketing on sustainable business performance. However, it is observed that entrepreneurial orientation has a notable and beneficial effect on sustainable business performance.

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References


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