Model Perilaku Peralihan UMKM ke Pemasaran Digital: Analisis Pendekatan Push-Pull-Mooring
DOI:
https://doi.org/10.47747/snfmi.v3i1.3192Abstract
Digitalization has great potential to boost the national economy, especially for MSMEs, though its realization still faces various obstacles, such as limited digital literacy and access to technology. This study aims to analyze the factors influencing MSMEs' shift toward digital marketing within the Push–Pull–Mooring (PPM) framework and to examine the role of the mooring effect as a mediating variable. This research is a quantitative study using a regression approach and Smart PLS-based Structural Equation Modeling (SEM) analysis with data from 140 MSME respondents. The results show that the pull and mooring effects significantly affect switching intention, whereas the push effect does not. In addition, the mooring effect has been shown to act as a mediator, strengthening the relationship between the pull effect and switching intention. In contrast, in the relationship between the push effect and switching intention, the mooring effect plays no role. This finding confirms that external attractiveness and internal readiness of MSMEs are more decisive in driving the transformation to digital marketing. In contrast, external pressure from limited conventional marketing has less influence. The implication of this research is to focus on strategies to accelerate MSME digitalization by increasing technological attractiveness.
References
Alhakimi, W., & Albashiri, S. (2023). Social media adoption by women entrepreneurial small businesses. Asia Pacific Journal of Innovation and Entrepreneurship, 17(3–4), 158–175. https://doi.org/10.1108/APJIE-03-2023-0060
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease Of Use, And User Acceptance Of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Fauzi, F., Antoni, D., & Suwarni, E. (2020). Women entrepreneurship in the developing country: The effects of financial and digital literacy on SMEs’ growth. Journal of Governance & Regulation, 9(4), 106–115. https://doi.org/10.22495/jgrv9i4art9
Greenhaus, J. H., & Beutell, N. J. (1985). Sources Of Conflict Between Work And Family Roles. Academy of Management Review, 10(1), 76–88. https://doi.org/10.5465/amr.1985.4277352
Hendratmi, A., Agustina, T. S., Sukmaningrum, P. S., & Widayanti, M. A. (2022). Livelihood strategies of women entrepreneurs in Indonesia. Heliyon, 8(9), e10520. https://doi.org/10.1016/j.heliyon.2022.e10520
Indriani, A., Sinaga, D. B. F., Ingtyas, F. T., & Ginting, L. (2024). Meta-analysis of the role of women in the development of MSMES. Journal Corner of Education, Linguistics, and Literature, 4(001), 40–48. https://doi.org/10.54012/jcell.v4i001.360
Lundqvist, A., Liljander, V., Gummerus, J., & van Riel, A. (2013). The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management, 20(4), 283–297. https://doi.org/10.1057/bm.2012.15
Mametja, T. R., Lebambo, M. M., & Tichaawa, T. M. (2023). The Adoption of Digital Technologies by Women-owned Tourism Micro-enterprises. African Journal of Hospitality, Tourism and Leisure, 12(2), 717-734. https://doi.org/10.46222/ajhtl.19770720.395
Martínez-Peláez, R., Ochoa-Brust, A., Rivera, S., Félix, V. G., Ostos, R., Brito, H., Félix, R. A., & Mena, L. J. (2023). Role of digital transformation for achieving sustainability: Mediated role of stakeholders, key capabilities, and technology. Sustainability, 15(14), 11221. https://doi.org/10.3390/su151411221
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Rahayu, N. S., Masduki, M., & Rahayu, N. E. E. (2021). Women Entrepreneurs and The Usage of Social Media for Business Sustainability In the Time of Covid-19. Journal of Innovation and Entrepreneurship, 1(1). https://doi.org/10.21203/rs.3.rs-907854/v1
Riu, I. A., Windarsari, W. R., & Hardiyanti, A. A. (2025). Revolusi Digital UMKM : Bagaimana Marketplace dan Media Sosial Mengubah Permainan di Era Pasca-Pandemi. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3), 4653–4658. https://doi.org/10.31004/riggs.v4i3.2676
Singh, S., & Sonnenburg, S. (2012). Brand performances in social media. Journal of Interactive Marketing, 26(4), 189–197. https://doi.org/10.1016/j.intmar.2012.04.001
Suharyati, S., & Nobelson, N. (2025). KEY SUCCESS FACTORS OF WOMEN’S MSMES IN DEPOK CITY. Riset: Jurnal Aplikasi Ekonomi Akuntansi Dan Bisnis, 7(1), 093–109. https://doi.org/10.37641/riset.v7i1.2595
Sultan, S., & Sultan, W. I. M. (2020). Women MSMEs in times of crisis: Challenges and opportunities. Journal of Small Business and Enterprise Development, 27(7), 1069–1083. https://doi.org/10.1108/JSBED-06-2020-0226
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
