The effects of digital literacy and product innovation on MSME marketing performance: The mediating role of digital marketing
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Aug 4, 2026
Keywords:
Digital literacy, Digital marketing, Product innovation, Marketing performance
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Articles
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Abstract
This study addressed the inconsistent findings and empirical gaps regarding the factors influencing micro, small, and medium enterprises (MSMEs) marketing performance. The investigation examined the direct effects of digital literacy and product innovation on marketing performance, alongside the mediating role of digital marketing. A quantitative approach was deployed, using purposive sampling to collect data from 140 MSME owners in Kebumen Regency who utilized digital applications. Data analysis was conducted using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) approach. The results revealed that digital literacy and product innovation exerted positive and significant direct impacts on both digital marketing and marketing performance. Furthermore, the structural model analysis confirmed that digital marketing successfully mediated the relationships between digital literacy, product innovation, and marketing performance. Major findings indicated that technological readiness and product innovation yielded optimal contributions to business performance when executed through structured digital marketing platforms. Consequently, this study concluded that enhancing digital marketing strategies serves as a vital mechanism for MSMEs to leverage their digital capabilities and innovative products effectively to maximize market reach and boost overall marketing performance
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How to Cite
Evelyna, F., & Azizah, S. N. (2026). The effects of digital literacy and product innovation on MSME marketing performance: The mediating role of digital marketing. Indonesia Auditing Research Journal, 15(3), 321–332. https://doi.org/10.35335/arj.v15i3.706
References
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Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (Edisi ke-7). Pearson Education.
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Handayani, A. D. (2023). Digitalisasi UMKM: Peningkatan Kapasitas melalui Program Literasi Digital. Jurnal Signal, 11(1), 104–119. https://doi.org/10.33603/signal.v11i1.8213
Harini, S., Silaningsih, E., & Putri, M. E. (2022). Pengaruh Orientasi Pasar, Kreativitas dan Inovasi Produk Terhadap Kinerja Pemasaran UMKM. Jurnal Inspirasi Bisnis Dan Manajemen, 6(1), 67–82. https://doi.org/10.33603/jibm.v6i1.6040
Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. P. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90, 276–290. https://doi.org/10.1016/j.indmarman.2020.07.022
Homburg, C., & Wielgos, D. M. (2022). The value relevance of digital marketing capabilities to firm performance. Journal of the Academy of Marketing Science, 50(4), 666–688. https://doi.org/10.1007/s11747-022-00858-7
Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34, 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran (Edisi 15, Jilid 1 & 2). (B. Sabran (ed.)). Erlangga.
Nasir, A. (2017). The Influence of Product Innovation toward Marketing Performance at Furniture Companies in Pasuruan Regency. Jurnal Ilmu Manajemen Dan Akuntansi, 5(1), 20-25. https://doi.org/10.33366/ref.v5i1.559
Ni Putu, Y. P. Y., Ni Luh, W. S. T., & Ni Made, A. W. (2024). Peran Mediasi Digital Marketing Pada Pengaruh Literasi Digital dan Inovasi Produk Terhadap Kinerja UMKM. Ekonomi Dan Bisnis Universitas Udayana, 13(2), 282–299. https://doi.org/10.24843/EEB.2024.v13.i02.p08
Putra, A. T., Inanna, Tahir, T., Mustari, & Hasan, M. (2023). Analysis of Financial Literacy and Digital Literacy on the Sustainability of Micro, Small and Medium Enterprises (MSMEs). International Journal of Asian Business and Management, 2(6), 977–992. https://doi.org/10.55927/ijabm.v2i6.6978
Ramdhani, M. L., Nurleli, & Anandya, A. (2022). Pengaruh Literasi Keuangan dan Penerapan E-commerce terhadap Kinerja UMKM. Jurnal Riset Akuntansi, 2(2), 115–122. https://doi.org/10.29313/jra.v2i2.1331
Saunila, M. (2020). Innovation capability in SMEs: A systematic review of the literature. Journal of Innovation & Knowledge, 5(4), 260–265. https://doi.org/10.1016/j.jik.2019.11.002
Sinambela, L. P., & Sinambela, S. (2022). Metodologi Penelitian Kuantitatif: Teori dan Aplikasi. PT Raja Grafindo Persada.
Taiminen, H., & Karjaluoto, H. (2015). The Usage of Digital Marketing Channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/JSBED-05-2013-0073
Tiago, M. T. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 56(7), 703–708. https://doi.org/10.1016/j.bushor.2014.07.002
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022
Wardhana, A. (2015). Strategi digital marketing dan Implikasinya pada Keunggulan Bersaing UKM di Indonesia. In Prosiding Seminar Nasional Keuangan Dan Bisnis IV, 327–337.
Acosta, P. S., Popa, S., & Conesa, I. M. (2018). Information technology, knowledge management and environmental dynamism as drivers of innovation ambidexterity: a study in SMEs Available to Purchase. Journal of Knowledge Management, 22(4), 824–849. https://doi.org/10.1108/JKM-10-2017-0448
Aksoy, H. (2017). How do innovation culture, marketing innovation and product innovation affect the market performance of SMEs? Technology in Society, 51, 133–141. https://doi.org/10.1016/j.techsoc.2017.08.005
Amir, N. O., Sudibyo, R. P., & Hasanah, M. A. (2020). Pengaruh Penggunaan Digital Marketing terhadap Kinerja Pedagang Bunga di Desa Sidomulyo, Kota Batu. Jurnal Ekonomi Pertanian Dan Agribisnis, 4(2), 373-383. https://doi.org/10.21776/ub.jepa.2020.004.02.15
Bidasari, Sahrir, Goso, & Hamid, S. R. (2023). Peran Literasi Keuangan dan Literasi Digital dalam Meningkatkan Kinerja UMKM. Owner : Riset Dan Jurnal Akuntansi, 7(2), 1635–1645. https://doi.org/10.33395/owner.v7i2.1404
Calantone, R. J., Cavusgil, S. T., & Zhao, Y. (2002). Learning Orientation, Firm Innovation Capability, and Firm Performance. Industrial Marketing Management, 31(6), 515–524. https://doi.org/10.1016/S0019-8501(01)00203-6
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (Edisi ke-7). Pearson Education.
Curatman, A., Rahmadi, Maulany, S., & Ikhsani, M. M. (2016). Analisis Faktor-faktor Pengaruh Inovasi Produk yang Berdampak pada Keunggulan Bersaing UKM Makanan dan Minuman di Wilayah Harjamukti Kota Cirebon. Jurnal Logika, 18(3), 61–75.
Fadhillah, Y., Yacob, S., & Lubis, T. A. (2021). Orientasi Kewirausahaan, Inovasi Produk, dan Media Sosial Terhadap Kinerja Pemasaran Dengan Keunggulan Bersaing Sebagai Intervening Pada UKM di Kota Jambi. Jurnal Manajemen Terapan Dan Keuangan, 10(1), 1–15. https://doi.org/10.22437/jmk.v10i01.12175
Gilster, P. (1997). Digital Literacy. Wiley Computer Publishing.
Hair, J. F., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3). https://doi.org/10.1016/j.rmal.2022.100027
Handayani, A. D. (2023). Digitalisasi UMKM: Peningkatan Kapasitas melalui Program Literasi Digital. Jurnal Signal, 11(1), 104–119. https://doi.org/10.33603/signal.v11i1.8213
Harini, S., Silaningsih, E., & Putri, M. E. (2022). Pengaruh Orientasi Pasar, Kreativitas dan Inovasi Produk Terhadap Kinerja Pemasaran UMKM. Jurnal Inspirasi Bisnis Dan Manajemen, 6(1), 67–82. https://doi.org/10.33603/jibm.v6i1.6040
Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. P. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90, 276–290. https://doi.org/10.1016/j.indmarman.2020.07.022
Homburg, C., & Wielgos, D. M. (2022). The value relevance of digital marketing capabilities to firm performance. Journal of the Academy of Marketing Science, 50(4), 666–688. https://doi.org/10.1007/s11747-022-00858-7
Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34, 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran (Edisi 15, Jilid 1 & 2). (B. Sabran (ed.)). Erlangga.
Nasir, A. (2017). The Influence of Product Innovation toward Marketing Performance at Furniture Companies in Pasuruan Regency. Jurnal Ilmu Manajemen Dan Akuntansi, 5(1), 20-25. https://doi.org/10.33366/ref.v5i1.559
Ni Putu, Y. P. Y., Ni Luh, W. S. T., & Ni Made, A. W. (2024). Peran Mediasi Digital Marketing Pada Pengaruh Literasi Digital dan Inovasi Produk Terhadap Kinerja UMKM. Ekonomi Dan Bisnis Universitas Udayana, 13(2), 282–299. https://doi.org/10.24843/EEB.2024.v13.i02.p08
Putra, A. T., Inanna, Tahir, T., Mustari, & Hasan, M. (2023). Analysis of Financial Literacy and Digital Literacy on the Sustainability of Micro, Small and Medium Enterprises (MSMEs). International Journal of Asian Business and Management, 2(6), 977–992. https://doi.org/10.55927/ijabm.v2i6.6978
Ramdhani, M. L., Nurleli, & Anandya, A. (2022). Pengaruh Literasi Keuangan dan Penerapan E-commerce terhadap Kinerja UMKM. Jurnal Riset Akuntansi, 2(2), 115–122. https://doi.org/10.29313/jra.v2i2.1331
Saunila, M. (2020). Innovation capability in SMEs: A systematic review of the literature. Journal of Innovation & Knowledge, 5(4), 260–265. https://doi.org/10.1016/j.jik.2019.11.002
Sinambela, L. P., & Sinambela, S. (2022). Metodologi Penelitian Kuantitatif: Teori dan Aplikasi. PT Raja Grafindo Persada.
Taiminen, H., & Karjaluoto, H. (2015). The Usage of Digital Marketing Channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/JSBED-05-2013-0073
Tiago, M. T. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 56(7), 703–708. https://doi.org/10.1016/j.bushor.2014.07.002
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022
Wardhana, A. (2015). Strategi digital marketing dan Implikasinya pada Keunggulan Bersaing UKM di Indonesia. In Prosiding Seminar Nasional Keuangan Dan Bisnis IV, 327–337.
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