DIGITAL MARKETING CAPABILITIES AND MSMES PERFORMANCE: A SYSTEMATIC LITERATURE REVIEW
DOI:
https://doi.org/10.51195/iga.v16i2.115Keywords:
Digital Marketing Capabilities, MSMEs Performance, Dynamic Capabilities, Marketing Innovation, strategic agilityAbstract
Penelitian ini menyajikan tinjauan literatur sistematis (Systematic Literature Review/SLR) terhadap 52 artikel terindeks Scopus yang mengkaji hubungan antara digital marketing capabilities dan kinerja UMKM yang diterbitkan dalam rentang tahun 2015 hingga 2025. Dengan menggunakan protokol PRISMA 2020 dan metode sintesis tematik, penelitian ini memetakan landasan teoretis, konstruk-konstruk kunci, bukti empiris, variabel mediasi dan moderasi, serta kesenjangan penelitian yang ada dalam literatur. Temuan secara konsisten mengonfirmasi bahwa digital marketing capabilities yang mencakup kompetensi perilaku, kompetensi inti, dan kompetensi teknis berpengaruh positif dan signifikan terhadap kinerja UMKM pada dimensi finansial maupun non-finansial. Inovasi, kelincahan strategis, dan kapabilitas dinamis teridentifikasi sebagai variabel mediasi yang paling dominan, sementara dukungan pemerintah, kompetensi kewirausahaan, dan orientasi pasar berperan sebagai moderator kunci dalam hubungan tersebut. Landasan teoretis yang dominan digunakan adalah Resource-Based View (RBV), Dynamic Capability Theory (DCT), dan Marketing Systems Theory. Empat kesenjangan penelitian utama teridentifikasi: minimnya studi longitudinal, ketiadaan model adopsi terintegrasi yang menggabungkan kerangka UTAUT2, PCI, dan TTF, terbatasnya analisis lintas sektor dan lintas budaya, serta kurangnya perhatian pada dimensi etika, keberlanjutan, dan inklusivitas gender. Penelitian ini berkontribusi pada pengembangan teori pemasaran digital sekaligus memberikan implikasi praktis bagi UMKM, pemangku kebijakan, dan akademisi di negara-negara berkembang.
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