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Intervening Consumer Behavior on the Importance of Influence Digital Marketing-Product Upgrading and Virality Towards Sustainability of MSMEs in the Society 5.0 Era

Year: 2025

Type: article

Abstract: This study examines how digital marketing, product enhancement, and virality affect the sustainability of MSMEs, with consumer behavior as an intervening factor. The research employed statistical methods on a sample of 160 MSMEs from the East Java MSME population. Data analysis was conducted using path analysis techniques, preceded by classical assumption tests. The findings indicate a significant direct impact of digital marketing, product enhancement, and virality on consumer behavior and MSMEs’ sustainability. Additionally, consumer behavior was found to have a significant direct influence on the sustainability of MSMEs. Furthermore, the research reveals a significant indirect effect of digital marketing, product enhancement, and virality on the sustainability of MSMEs through the mediation of consumer behavior. The conclusion obtained means that digital marketing, product upgrading and virality have an influence on consumer behavior. These four things influence the sustainability of MSMEs.

Source: East Java Economic Journal

DOI: 10.53572/ejavec.v9i1.142

Authors: Samas Adimisa Mishbah Habibie, Ribut Santosa, Noer Aida Triandini

Institutions: University of Pembangunan Nasional Veteran Jawa Timur, Universitas Wiraraja

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: diamond

OpenAlex ID: W4408680918

FWCI:

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