The Impact of Digital Marketing Strategy on Company Performance with Sustainability Strategy as a Moderating Variable at PT PLN (PERSERO) UID North Sumatra

Dini Conita; Vidyarini Dwita

doi:10.55927/fjmr.v5i4.55

Authors

Dini Conita Universitas Negeri Padang
Vidyarini Dwita Universitas Negeri Padang

DOI:

https://doi.org/10.55927/fjmr.v5i4.55

Keywords:

Digital Marketing Strategy, Company Performance, Sustainability Strategy, PLS-SEM, MGA

Abstract

This study examines the impact of digital marketing strategy on company performance with sustainability strategy as a moderating variable in the context of PT PLN (Persero) UID North Sumatra. Digital marketing strategy is conceptualized into managerial digital capability and operational digital capability. Data were collected from 113 respondents across 67 customer service units and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA). The results indicate that both managerial and operational digital capabilities significantly improve company performance. Sustainability strategy strengthens the effect of managerial capability but weakens the effect of operational capability. MGA results reveal that managerial capability is more influential in low-digital readiness units, whereas operational capability is stronger in high-digital readiness units.

References

Al Mulhim, E. N. (2020). Flipped Learning, Self-Regulated Learning and Learning Retention of Students with Internal/External Locus of Control. International Journal of Instruction, 14(1), 827–846. https://doi.org/10.29333/IJI.2021.14150A

Chinakidzwa, M., & Phiri, M. (2020). Impact of digital marketing capabilities on market performance of small to medium enterprise agro-processors in Harare, Zimbabwe. Business: Theory and Practice, 21(2), 746–757. https://doi.org/10.3846/btp.2020.12149

Guo, L., & Xu, L. (2021). The effects of digital transformation on firm performance: evidence from China’s manufacturing sector. Sustainability (Switzerland), 13(22). https://doi.org/10.3390/su132212844

Hamzah, M., Filda Yanti Ningsih, R., Faria, U. Z., Umroatul Ummah, M., & Fitriya, L. (n.d.). Peran Transformasi Digital dan Tantangan Inovasi Terhadap Keberlanjutan UMKM di Indonesia (Studi Literature Review). Retrieved https://jurnal.stkip-majenang.ac.id/index.php/hatta

Manzoor, F., Wei, L., & Sahito, N. (2021). The role of SMEs in rural development: Access of SMEs to finance as a mediator. PLoS ONE, 16(3 March 2021). https://doi.org/10.1371/journal.pone.0247598

Maria Antony Raj M, S. D. K. Madhukumar. B., & Dr Balamurugan S, Dr. K. R. D. S. P. (2024). Significant Role of Digital Marketing Strategies in Driving Business Growth, Success and Customer Experience. In Journal of Informatics Education and Research (Vol. 4, Number 2). https://doi.org/10.52783/jier.v4i2.837

Mayyora, R., Brawijaya, U., Sholihah, Q., Wanusmawatie, I., & Haris Wanto, A. (n.d.). Digital transformation of villages and its implications for sustainable development: literature review approach. 5(2), 100–111.

Supriadi, Y. N. (2020). Model Strategi Innovation Capability dalam meningkatkan Kinerja Bisnis Industri Alas Kaki di Indonesia. Repository.Upi.Edu, 28–101.

Ukko, J., Nasiri, M., Saunila, M., & Rantala, T. (2019). Sustainability strategy as a moderator in the relationship between digital business strategy and financial performance. Journal of Cleaner Production, 236. https://doi.org/10.1016/j.jclepro.2019.117626

Wheelen, T. L., & Hunger, J. D. (2012). Strategic Management Model Gathering Information Societal Environment: General forces. In Pearson.

Yu, J., & Moon, T. (2021). Impact of digital strategic orientation on organizational performance through digital competence. Sustainability (Switzerland), 13(17). https://doi.org/10.3390/su13179766