The Impact of Digital Marketing, Market Orientation, Entrepreneurial Competencies, and Entrepreneurship Characteristics on the Fashion MSMEs Performance in Yogyakarta
Year: 2025
Type: article
Study design: Observational Study
Abstract: The creative economy sector has been a key driver of economic growth, with the fashion-textile and clothing industry being a significant component. However, businesses in this sector face numerous challenges as they strive to remain competitive within the MSME ecosystem. The objective of this study is to examine the impact of digital marketing, market orientation, entrepreneurial competence, and entrepreneurial characteristics on the performance of fashion SMEs in Yogyakarta. The research sample consists of 100 respondents, selected using maximum likelihood estimation. The methodology employed in this study is Structural Equation Modeling (SEM) with SMART PLS 3.2.9. The results indicate that digital marketing and market orientation have a significant positive effect on MSME performance, while entrepreneurial competence does not show a significant impact. Furthermore, entrepreneurial characteristics are found to enhance the performance of MSMEs. In conclusion, the findings highlight the importance of digital marketing, market orientation, and entrepreneurial characteristics in improving the performance of fashion SMEs, providing valuable implications for business strategies within this sector
Authors: Universitas Pembangunan Nasional Veteran Yogyakarta, Siti Khusnul Rifani, Nina Fapari Arif, Universitas Pembangunan Nasional Veteran Yogyakarta, Riko Setya Wijaya, Universitas Pembangunan Nasional Veteran Yogyakarta, Fathi Habibatur Rahman, Universitas Pembangunan Nasional Veteran Yogyakarta
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409608266