Strategic Collaboration of Marketing, Human Resources, and Information Systems in Supporting Digital Business Sustainability
DOI:
https://doi.org/10.47747/jnmpsdm.v7i3.3484Keywords:
digital business sustainability, marketing management, human resource management, information systems, strategic collaboration, digital transformationAbstract
This study examines the strategic collaboration between marketing management, human resources, and information systems in supporting digital business sustainability in the modern business environment. The rapid development of digital technology requires organizations to integrate marketing strategies, employee competencies, and information system capabilities to maintain competitive advantage and long-term sustainability. The objective of this research is to analyze the influence of marketing strategies, human resource competencies, and information system effectiveness on digital business sustainability. This study applies a quantitative research approach using survey methods involving employees and managers from digital-based companies. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling (SEM). The findings indicate that strategic collaboration among marketing, human resources, and information systems has a significant positive effect on digital business sustainability. Information systems were found to strengthen organizational communication, improve marketing effectiveness, and enhance employee productivity and innovation. In addition, human resource competency plays an important role in maximizing digital transformation and organizational adaptability. The study contributes theoretically by integrating interdisciplinary perspectives from marketing, human resource management, and information systems into a unified sustainability framework. Practically, the findings provide recommendations for organizations to develop integrated digital strategies that support sustainable business growth and operational effectiveness in the digital era
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Copyright (c) 2026 Alex Permatanta Karo-Karo, Erbin Sitorus, Andre Wijaya Bremana, Dybio Dompu Hot Asih
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