Business Management Vol.
5 No 1 Februari 2026 p-ISSN:2828-7606, e-ISSN:2828-8203 DOI: 10.
58258/bisnis.
10183/https://ejournal.
org/index.
php/Bisnis Improving the Performance of West Java Micro Businesses: The Dual Role of Entrepreneurial Marketing and Digital Marketing Muhamad Hidayat1.
Tanty Sondary2.
Syaila Novtasari Ruslan3
1,2,3
Langlangbuana Univeristy.
Bandung-Indonesia Article Info Abstract Article history:
Accepted: 12 January 2026 Publish: 1 February 2026 This study examines the impact of entrepreneurial marketing on the performance of micro-enterprises in West Java, specifically focusing on the mediating role of digital marketing in this relationship.
Using a causal quantitative design, data were collected through a Likertscale questionnaire distributed to micro-enterprises.
The analysis included tests for validity and reliability, difference tests, and mediation tests using sobel and bootstrap procedures.
The conceptual framework identifies entrepreneurial marketing which encompasses proactivity, innovation, calculated risk-taking, opportunity orientation, and customer focus as an independent variable that is expected to directly enhance micro enterprise performance and encourage the adoption of digital marketing practices.
Digital marketing is defined in terms of the use of social media, marketing content production, digital customer relationship management (CRM), e-commerce platforms, and digital payment systems, all aimed at expanding market reach and improving operational efficiency.
The research findings are expected to reveal: .
a positive influence of entrepreneurial marketing on performance.
a positive influence of digital marketing on performance.
an impact of entrepreneurial marketing on the adoption of digital marketing.
a mediating role for digital marketing in the relationship between entrepreneurial marketing and micro-enterprise performance.
Keywords:
Entrepreneurial Marketing.
Digital Marketing.
Microbusiness Performance.
This is an open access article under the Lisensi Creative Commons Atribusi-BerbagiSerupa 4.
0 Internasional Corresponding Author:
Muhamad Hidayat Langlangbuana University of Bandung.
Indonesia Email Coresspondent: muhamad.
hidayat@unla.
INTRODUCTION
The micro, small and medium enterprise sector plays a role in the Indonesian economy, contributing more than 60% of the Gross Domestic Product and absorbing 97% of the total workforce.
Based on its classification, micro-enterprises dominate at 63.
million units .
6%) of the total of approximately 66 million MSME units, while small businesses account for 93,959 units .
3%) and medium businesses account for 44,728 units .
07%) (Indonesian Chamber of Commerce and Industry, 2.
The majority of microenterprises frequently face classic operational constraints, such as limited access to financing, narrow market share, and traditional business practices that hinder growth (Susanto et al.
, 2.
To improve competitiveness and financial performance, microenterprises need to adopt more innovative and efficient marketing strategies to maintain and improve their performance (Ramadan et al.
, 2.
Conventional marketing methods are often costly (Paranoan et al.
, 2.
and implement strategies that are difficult for microentrepreneurs to understand (Fauzi et al.
, 2.
, therefore, they are considered less appropriate for their business context.
This situation has prompted the need for an entrepreneurial marketing concept as a more relevant alternative.
Unlike traditional 71 | Improving the Performance of West Java Micro Businesses: The Dual Role of Entrepreneurial Marketing and Digital Marketing (Muhamad Hidaya.
Business Management e-ISSN : 2828-8203, p-ISSN: 2828-7606 approaches, entrepreneurial marketing emphasizes entrepreneurial traits such as proactive initiative, innovation, and the courage to take calculated risks (Ali Azam et al.
, 2.
This approach also emphasizes the creation of customer-focused service value and the utilization of strong social networks to optimize available resources (Elgarhy & Abou-Shouk, 2.
West Java is recorded as one of the provinces with the largest number of MSME units in Indonesia (Apriliani, 2.
The high number of existing micro-businesses has created a highly competitive market dynamic, thus requiring the implementation of more adaptive marketing strategies (Sayudin, 2.
The synergy of marketing approaches, entrepreneurial spirit, and technological developments provides a new perspective (Lyubanova et al.
, 2.
, particularly for micro-enterprise development efforts in West Java.
In this context, the entrepreneurial marketing approach becomes relevant because it offers a framework that is flexible and responsive to change, with an emphasis on innovation, proactive attitudes, and the courage to take risks to recognize and exploit market opportunities (Alqahtani & Uslay, 2020.
Sadiku-Dushi et al.
, 2.
However, the effectiveness of this approach in the digital era is largely determined by the extent to which integration with digital marketing is carried out, given its crucial role in expanding market reach (Forghani et al.
, 2022.
Rumangkit & Nusantara, 2023.
Vuttichat & Patchara, 2.
This study proposes a conceptual model that examines the impact of entrepreneurial marketing on micro-business performance, with digital marketing as a bridge.
While various studies have addressed each of these approaches separately, this study specifically highlights the synergy between the two in driving improved micro-enterprise performance in West Java.
Thus, this study is expected to bridge the gap in the existing literature and provide scientific contributions and practical guidance for micro-enterprises in the region.
The concept of entrepreneurial marketing combines entrepreneurial characteristics with adaptive, agile, and creative marketing practices (Alqahtani & Uslay, 2.
This theoretical model emphasizes dimensions such as proactivity, calculated risk-taking, innovation, opportunity orientation, customer intensity, resource utilization, and value creation (Deku et al.
, 2023.
Sadiku-Dushi et al.
, 2019.
Zahara et al.
, 2.
This theoretical framework is relevant to the resource-based view (RBV) and dynamic capabilities models, which emphasize resource uniqueness and adaptability as sources of competitive advantage.
Digital marketing is defined as the application of digital-based marketing strategies to strengthen online media presence, attract consumers, and drive purchasing decisions (Forghani et al.
, 2022.
Hien & Nhu, 2.
These dimensions include digital reach, audience action/interaction, conversion, engagement, marketing content utilization, digital CRM, and e-commerce platforms (Rumangkit & Nusantara, 2023.
Vuttichat & Patchara, 2.
Theories frequently used to explain DM adoption are the theory of planned behavior (TPB) and the technology acceptance model (TAM), which emphasize perceived usefulness and ease of use as drivers of adoption (Phuong Dung et al.
, 2023.
Selviasari & Sudarmiatin, 2.
, thus entrepreneurial behavior can be a predictor of digital media use.
Performance is defined as the end result (Schlickmann & Bortoluzzi, 2.
from a strategic process, which is supported by three theoretical approaches, including effectuation theory which talks about performance which is the result of exploiting opportunities, the theory service dominant logic which explains that performance results are the result of the ability to integrate existing resources, as well as contingency theory which states that performance is the result of the ability to utilize market turbulence, technology, and competition (Alqahtani & Uslay, 2.
Evaluation results of profitability, productivity, market share, operational efficiency, and competitiveness can be used as a reference in performance assessment, so these factors are measures of micro-enterprise business performance (Selviasari & Sudarmiatin, 2.
Performance in the micro enterprise concept is defined as the entrepreneur's ability to achieve increased sales, customer satisfaction and 72 | Improving the Performance of West Java Micro Businesses: The Dual Role of Entrepreneurial Marketing and Digital Marketing (Muhamad Hidaya.
Business Management e-ISSN : 2828-8203, p-ISSN: 2828-7606 loyalty, increased market share, profitability, and operational efficiency (Zahara et al.
, which is supported by Liliyan's .
research, which added factors such as strengthening market position and customer acquisition.
METHOD
A causal quantitative approach was used to test the entrepreneurial marketing hypothesis on performance and the role of digital marketing as a mediator.
Causality analysis, sobel mediation, and bootstrap analyses were used to test the direct and indirect paths in the model (Bougie & Sekaran, 2020.
Hair et al.
, 2.
The study population was West Java micro enterprises, with a reference population of 3,935,500 micro enterprises (Indonesian Chamber of Commerce and Industry, 2.
The minimum sample size was 125 West Java micro entrepreneurs, based on the Yamane formula and Hair et al.
's approach (Chanuan et al.
, 2021.
Hair et al.
, 2.
The sampling technique used was nonprobability purposive sampling, with the criteria of micro enterprises with a maximum annual turnover of 2 billion IDR and operating in the West Java region.
The questionnaire based measurement instrument consists of 25 items.
14 items EM (EMP1AeEMVC.
, 6 items DM (DMO15AeDMEDP.
, and 5 items of Performance (K21AeK.
The items were adopted and adapted from previous studies (Forghani et al.
Vuttichat & Patchara, 2023.
Zahara et al.
, 2.
(Boonmalert et al.
, 2021.
Forghani et al.
, 2022.
Zahara et al.
, 2.
, as presented in the following table.
Table 1.
Research Instrument Construc Item Measurement Sources EMP1 Quickly identify trend changes EMP2 Initiatives in product innovation EMRT3 Initial risk evaluation capabilities EMRT4 Courage to try new strategies EMIN5 New product Ae service development EMIN6 Creativity in product-service introduction EMOF7 Active market research Entrepreneur (Zahara et al.
ial marketing EMOF8 Quick response to opportunities EMRL9 Collaboration with partners EMRL10 Use of technology for efficiency EMCI11 Direct interaction with customers EMCI12 Product customization according to preferences EMVC13 Product differentiation EMVC14 Offer clear and relevant benefits DMO15 Utilization of social media (Forghani DMO16 Utilization of marketing content et al.
DMCRM17 Proactive customer-platform interaction Digital DMCRM18 Customer personalization data analysis Vuttichat Marketing DMEDP19 Marketing-Sales with platform e-commerce DMEDP20 Digital Payment Variations Patchara.
P21
Profitability/Sales (Liliyan.
P22
Productivity/Customer satisfaction Performance P23
Increased market share
Selviasari P24
Operational efficiency Sudarmiatin
P25
Strengthening customer engagement 73 | Improving the Performance of West Java Micro Businesses: The Dual Role of Entrepreneurial Marketing and Digital Marketing (Muhamad Hidaya.
Business Management Construc Item e-ISSN : 2828-8203, p-ISSN: 2828-7606 Measurement Sources , 2024.
Zahara et , 2.
Source: Data literature collection Primary data collection was conducted through an online questionnaire, which was carried out for 2 months.
November - December 2025.
Respondent consent and data anonymization were ensured in accordance with research ethics (Bougie & Sekaran, 2.
The data analysis process begins with data normality with the requirement of skewness <1.
PCA .
rincipal component analysi.
data validity with the requirement of KMO value Ou 0.
bartlettAos test sig O 0.
loading factor Ou 0,4 .
igher the bette.
and cumulative total variance Ou 0.
%), the purpose of which is to ensure the suitability of the model, the relationship matrix, the suitability of the measurement instrument, and the ability of the factors to explain the magnitude of the variance value (Hidayat, 2.
Furthermore, the croanbach's alpha reliability test requires a minimum requirement of > 0.
to explain the consistency of the measurement of research indicators, which is then strengthened by the model suitability test with GFI Ou 0.
CFI and TLI Ou 0.
CMIN/DF
Ou 3 (Gunawan et al.
, 2.
(Hidayat, 2.
, as well as the t-test and Sobel mediation test to test the relationship between the hypothesized variables (Zahara et al.
, 2.
like the H1: Entrepreneurial marketing influences the performance.
H2: Digital marketing influences the performance.
H3: Entrepreneurial marketing influences digital marketing.
H4: The influence of entrepreneurial marketing on the performance, mediated by digital Figure 1.
Research Model The model shows the argument that entrepreneurial marketing directly affect the performance of micro-enterprises, but the impact is also channeled through digital Digital marketing, which includes the use of marketing online, customer relationship management (CRM) and utilization e-commerce digital platform (Forghani et , 2022.
Vuttichat & Patchara, 2.
acts as a crucial mediator.
Entrepreneurial marketing encourage micro businesses to actively adopt and utilize digital tools, such as sales platforms online (Apriliani, 2.
and relevant content (Rumangkit & Nusantara, 2.
, to increase market reach and efficiency.
Ultimately, this effective digital adoption strengthens business performance, as measured by increased sales, customer satisfaction, market share, profitability, operational efficiency, and strengthening market position (Liliyan, 2020.
Zahara et al.
, 2.
This framework comprehensively outlines how the synergy between entrepreneurial strategy and effective digital implementation plays a crucial role in improving micro-enterprise business outcomes (Selviasari & Sudarmiatin, 2024.
Zahara et , 2.
Based on this, the following research model was developed.
74 | Improving the Performance of West Java Micro Businesses: The Dual Role of Entrepreneurial Marketing and Digital Marketing (Muhamad Hidaya.
Business Management e-ISSN : 2828-8203, p-ISSN: 2828-7606
RESULTS AND DISCUSSION
1 RESULTS
The discussion of the research results will begin with a description of the demographic profile, followed by data validity, hypothesis testing, and a discussion of the research.
Based on a sample size of 163 respondents, the following table summarizes the respondent profiles.
Table 2.
Demographic Profile Profil
Frecuency Gender
Male
Female Total
Age
< 25 years 25 - 34 years 35 - 44 years 45 - 54 years > 55 years Total
Educational Bacground
Elementary School
Junior High School
High School
Diploma
Bachelor's Degree Master's Degree Total
Business Sector
Services Culinary Trade
Agriculture Fashion
Sum
Income in year
Under 50 million IDR
50 to 300 million IDR
300 million to 2 billion
IDR
Total Entrepreneur Income Family Business Hobbies Employment Sum Source: Processing data 2026 Percentage 66,26% 33,74% 19,63% 20,25% 20,25% 19,63% 20,25% 22,09% 11,66% 22,09% 11,04% 22,09% 11,04% 22,09% 22,09% 33,13% 11,04% 11,66% 33,13% 33,74% 33,13% 39,88% 20,25% 20,25% 19,63% 75 | Improving the Performance of West Java Micro Businesses: The Dual Role of Entrepreneurial Marketing and Digital Marketing (Muhamad Hidaya.
Business Management e-ISSN : 2828-8203, p-ISSN: 2828-7606 The demographic distribution of the sample shows representative but quite heterogeneous characteristics, where the majority of respondents are male 108 people .
26%), the remaining 55 women .
74%) with a relatively even age distribution across five age groups (<25.
25Ae34.
35Ae44.
45Ae54.
each at a proportion of 19 The educational background of respondents varies from elementary to postgraduate level, with a balanced proportion between elementary, secondary and undergraduate education, each as many as 35 individuals or 22.
09%, which indicates that entrepreneurial activities are carried out by individuals from various educational From the micro business sector, trading activities occupy the largest portion, namely 33.
13%, followed by micro service and culinary businesses, each with The annual income level is relatively even between categories below 50 million rupiah, 50Ae300 million rupiah, and 300 millionAe2 billion rupiah at a proportion of 33%, which shows that the distribution of income is evenly different in the micro business Entrepreneurial motivation is dominated by the need to earn income .
88%),
followed by the continuation of family businesses and hobbies .
25%), then the desire to create employment .
63%).
These results indicate that income motives are the main The next process is data quality processing which begins with data normality which shows a range of skewness values of 0.
183 for 14 EM instruments, 0.
for DM, 0.
154 for P, so that all data are normal with a skewness value of <1.
Then the validity test of the PCA approach shows that all data is valid with KMO 0.
965 > 0.
Bartlett's test sig 0.
00 O 0.
cumulative total variance 0.
832 Ou 0.
and the loading factor value on all instruments > 0.
4 as in the following table combined with the Crohn's alpha reliability test > 0.
Table 3.
Validity-loading factor and reliabilty-croanbachs alpha
Component Indicator Croanbach Alpha
EMP1
0,814
EMP2
0,805
EMP3
0,795
EMP4
0,807
EMP5
0,812
EMP6
0,802
EMP7
0,792
981> 0,6
(Reliabl.
EMP8
0,805
EMP9
0,773
EMP10
0,811
EMP11
0,803
EMP12
0,786
EMP13
0,794
EMP14
0,770
DMO15
0,804
DMO16
0,805
DMCRM17
0,775
965 > 0,6
(Reliabl.
DMCRM18
0,799
DMEDP19
0,784
DMEDP20
0,846
76 | Improving the Performance of West Java Micro Businesses: The Dual Role of Entrepreneurial Marketing and Digital Marketing (Muhamad Hidaya.
Business Management Indicator e-ISSN : 2828-8203, p-ISSN: 2828-7606
0,419
Component P21
P22
P23
0,406
P24
P25
Source: data processing 2026
0,750
0,793
0,725
0,793
0,800
Croanbach Alpha
961 > 0,6
(Reliabl.
The table above shows that all instruments in the study were valid and reliable, demonstrating the accuracy and consistency of the measurement tools used to represent the research variables.
Next, a comprehensive model feasibility test was conducted to ensure the adequacy of the model and instruments, as well as to test the research hypotheses, as can be seen in the following figure.
berdasarkan gambar berikut ini.
Pre Data Reduction .
After Data Reduction Figure 2.
Testing Model and hypothesis Figure 2 illustrates the model evaluation process before and after data reduction.
the initial stage, although the instrument was declared content-appropriate, the model fit value did not meet the criteria, so it was decided to eliminate indicators with low convergent values .
tems 7, 8, 11, and .
After this elimination, there was an increase in model fit, as seen from the GFI value of 0.
CFI = 0,957.
TLI = 0,957,and the CMIN/DF ratio meets the required threshold, so this indicates that the factor structure is more stable and the path estimate between the EM Ie DM Ie Performance variables.
This step is supported by previous data quality checks .
ormality SK <1.
KMO = 0.
significant Bartlett's, high cumulative variance, and Cronbach's alpha > 0.
, so that 77 | Improving the Performance of West Java Micro Businesses: The Dual Role of Entrepreneurial Marketing and Digital Marketing (Muhamad Hidaya.
Business Management e-ISSN : 2828-8203, p-ISSN: 2828-7606 direct and mediation hypothesis testing in the refined model can be interpreted with greater confidence.
Next is the hypothesis testing which shows that the t.
test of the entrepreneurial marketing model on the performance of micro businesses (H.
shows a t value of 6.
> 1.
96, so based on these results it is stated that entrepreneurial marketing has a positive effect on increasing the performance of micro businesses by 0.
%).
Furthermore, regarding the use of digital marketing on performance (H.
shows a t value of 6.
96, which shows that digital marketing has an effect on increasing the performance of micro businesses by 0.
Then entrepreneurial marketing on the use of digital marketing (H.
shows a t value of 13.
74 > 1.
96 which shows that entrepreneurial marketing influences the increase in digital marketing usage behavior by 0.
%).
Then finally, the test of entrepreneurial marketing mediation on performance through the use of digital marketing (H.
shows the t-test of the Sobel test of 5.
63 > 1.
96, which means that digital marketing is able to positively mediate the influence of entrepreneurial marketing on performance of 0.
4%) which is obtained from the interaction between the influence of EM to DM with DM influence to P .
,76 x 0,.
2 DISCUSSION
Entrepreneurial marketing practices such as proactivity, product innovation, opportunity orientation, and network utilization directly improve micro-business performance indicators .
ales, profitability, market share, and efficienc.
This finding is consistent with resource based view (RBV) which emphasizes that unique capabilities are a source of competitive advantage, as well as the theory dynamic capabilities which emphasizes adaptability and resource reconfiguration as performance drivers (Zahara et , 2.
Empirical evidence supports the argument that entrepreneurial capabilities are more effective when combined with digital capabilities, thus enriching the literature on RBV and dynamic capabilities in the context of MSMEs, particularly West Javanese micro-enterprises.
The use of digital channels such as social media, marketing content, digital CRM, ecommerce platforms, and digital payments can increase market reach, customer engagement, and conversion, thus positively impacting performance.
This is in line with research by Boonmalert et al.
, .
Forghani et al.
, (Forghani et al.
, 2.
on digital marketing, which explains the mechanisms by which digital marketing elements can increase conversion and operational efficiency.
This is in line with the positive coefficient results of digital marketing on improving the performance of microenterprises in West Java.
Entrepreneurial attitudes and practices encourage micro-entrepreneurs to adopt digital marketing tools, thus EM serves as a predictor of technology adoption behavior.
These results support the implementation of theory of planned behavior (TPB) andtechnology acceptance model (TAM) in the context of micro-enterprises, where perceived usefulness and ease of use .
ore TAM/TPB) are influenced by entrepreneurial behavior, thereby increasing DM adoption (Phuong Dung et al.
, 2023.
Selviasari & Sudarmiatin, 2.
The role of EM as a predictor of DM adoption strengthens the relevance of TPB/TAM to explain technological behavior in micro-enterprises with limited resources.
Approximately one-third of the influence of EM on performance is channeled through DM, suggesting that the integration of entrepreneurial and digital capabilities results in greater synergistic effects.
The proposed mediation framework is supported by the combined EMAeDM literature and effectuation and service-dominant logic theories, which explain how opportunity exploitation and resource integration .
ncluding digital 78 | Improving the Performance of West Java Micro Businesses: The Dual Role of Entrepreneurial Marketing and Digital Marketing (Muhamad Hidaya.
Business Management e-ISSN : 2828-8203, p-ISSN: 2828-7606 platform.
lead to improved performance (Alqahtani & Uslay, 2020.
Zahara et al.
, 2.
The mediation findings provide quantitative evidence that DM is a critical pathway bridging entrepreneurial strategy and business outcomes, complementing previous studies that separate EM and DM.
CONCLUSION
Empirical evidence shows that entrepreneurial marketing directly drives performance improvements in West Javanese micro-enterprises and simultaneously encourages the desire to adopt digital marketing, making the use of digital media an important channel that strengthens the impact of entrepreneurial marketing strategies.
Theoretically, these findings strengthen the resource-based view and dynamic capabilities frameworks by emphasizing that the combination of entrepreneurial and digital capabilities creates competitive advantage, and are in line with the behavioral theory of technology adoption that explains how entrepreneurial attitudes influence technology acceptance in the marketing field.
From a practical perspective, these results recommend that micro-enterprise capacity-building interventions integrate entrepreneurial marketing training with increased digital literacy and access, as well as supporting policies that facilitate the adoption of digital platforms and technology based customer relationship management to improve sales, operational efficiency, and market position.
Further research is recommended to explore contingency conditions and moderating variables that can enrich the understanding of the synergistic mechanisms between the two approaches.
ACKNOWLEDGMENTS
We would like to thank the Langlangbuana University Bandung.
Research and Development Institute (LPPM) and all academics for their material and non-material support, so that we can complete this research.
BIBLIOGRAPHY