The Influence of Entrepreneurial Culture on Sustainable Competitive Performance of MSMEs with Digital Marketing Capability as a Moderating Variable
Abstract
This study aims to examine the influence of entrepreneurial culture on the sustainable competitive performance of Micro, Small, and Medium Enterprises (MSMEs), with digital marketing capability as a moderating variable. The data were collected from 80 MSMEs in Semarang Regency and analyzed using Moderation Regression Analysis with SPSS. The results indicate that entrepreneurial culture has a positive and significant effect on sustainable competitive performance. Moreover, digital marketing capability significantly moderates this relationship, highlighting the importance of digital transformation in enhancing MSMEs' competitiveness.
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