Siti Sri Wulandari, Farij Ibadil Maula, Triesninda Pahlevi, Luqman Hakim, Sri Handayani, Fitriana Rahmawati, Muhlisin, Muhamad Faizal Bin Zulkifli
This study analyzes the effects of digital marketing literacy, process innovation, and government support on the competitiveness of micro, small, and medium enterprises (MSMEs) in East Java, Indonesia, particularly in enhancing export capacity. Using a quantitative explanatory design, data were collected through structured questionnaires and analyzed with structural equation modeling (SEM). The results show that digital marketing literacy, government support, and process innovation significantly affect MSME competitiveness, both directly and indirectly through strategic agility. Strategic agility serves as a key mediating variable that enables MSMEs to respond to rapid environmental changes. These factors contribute to increased export capacity and support the achievement of Sustainable Development Goals (SDGs) 8 and 9. The study integrates the resource-based view (RBV), technology acceptance model (TAM), and Porter’s diamond theory to explain MSME competitiveness in dynamic markets. The findings underscore the importance of digital transformation and continuous innovation among MSMEs, while emphasizing the role of policymakers in strengthening digital infrastructure, providing targeted training, and implementing supportive policies to promote sustainable economic development. © 2025 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Economics Education, Universitas Negeri Surabaya, Indonesia; Office Administration Education, Universitas Negeri Surabaya, Surabaya, Indonesia; Economics Education, Universitas Negeri Malang, Malang, Indonesia; Department of Management & Marketing, Universiti Malaya, Malaysia
