Business Sustainability Based on Digital Marketing, Entrepreneurial Passion, and Self-Efficacy in MSMEs as Cooperative Members
Year: 2025
Type: article
Abstract: Many micro, small, and medium enterprises (MSMEs) remain conventional, hindering their business sustainability. A key strategy to achieve sustainability is digital marketing, which helps MSMEs adapt to digital transformation. Alongside this, entrepreneurial passion and self-efficacy are essential in improving competitiveness and performance. However, studies that examine the combined influence of digital marketing, entrepreneurial passion, and self-efficacy on MSMEs' sustainability—especially among cooperative members—are still limited. This study analyzes their influence on MSMEs in Cisarua and Cijeruk districts, Bogor Regency, using a quantitative approach with census sampling of 62 cooperative-member MSMEs. Data were analyzed using multiple linear regression with SPSS 19. The results show that digital marketing, entrepreneurial passion, and self-efficacy each significantly influence business sustainability, both partially and simultaneously. These findings offer insights for researchers, policymakers, and MSME actors, and encourage further studies across various sectors.
Authors: Awa Awa, Afzil Ramadian, Yoyok Priyo Hutomo, Saepul Alam, M. Albi Sahal Ma’hadi
Institution: Universitas Djuanda
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W6999112185
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