The Effects of Dynamic Capabilities, Digital Transformation, and Entrepreneurial Orientation on MSME Marketing Performance in Brebes Regency

Abstract

This study examines the associations of dynamic capabilities, digital transformation, and entrepreneurial orientation with the marketing performance of micro, small, and medium enterprises (MSMEs) in Brebes Regency, Indonesia. The population comprised 222,415 enterprises, and 100 business operators were selected using incidental sampling, with sample size calculated by the Slovin formula at a nominal 10% margin. Questionnaire responses were analyzed using multiple linear regression in SPSS 25 after instrument and regression-assumption assessments. The reported coefficients were positive for dynamic capabilities (B = 0.331; p < .001), digital transformation (B = 0.538; p < .001), and entrepreneurial orientation (B = 0.245; p = .001). The overall model was statistically significant (F = 90.483; p < .001; R² = .739), and digital transformation had the largest reported standardized coefficient (β = 0.482). These findings describe associations within the surveyed enterprises and suggest the relevance of adaptive capabilities, digital practices, and entrepreneurial behavior to MSME marketing activities.