The Influence of Entrepreneurial Orientation on Marketing Performance Through Digital Marketing Capabilities: A Literature Review
DOI:
https://doi.org/10.18502/kss.v10i13.18969Keywords:
entrepreneurial orientation, digital marketing capabilities, marketing performanceAbstract
Micro and Small Enterprises (MSEs) often face challenges in marketing performance due to a lack of innovation, adaptability, and appropriate strategies to cope with increasingly fierce competition. Limited resources and knowledge hinder many MSEs from effectively utilizing digital technology to reach a broader market. Thus, entrepreneurial attitude promotes innovation, proactive opportunity grasping, and risk-taking to boost competitiveness. Entrepreneurship and digital marketing can assist MSEs increase marketing performance and survive in a competitive market. This article reviews studies on how an entrepreneurial attitude and digital marketing skills affect marketing performance. This research adopted a descriptive analysis method, and the data used were obtained from previous literature studies. The main data sources were obtained through Scopus and Proquest, using the Publish or Perish (PoP) application to collect relevant literature.The study found that entrepreneurial orientation has a significant effect on marketing performance, Entrepreneurial orientation also has a significant effect on and digital marketing capabilities, While digital marketing capabilities significantly impact marketing performance.
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Copyright (c) 2025 Hosianna Ayu Hidayati, Endang Siti Astuti, Andriani Kusumawati, Muhammad Iqbal
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