Improving Business Perfomance Based on Marketing Technology 5.0 And Dynamic Capability Through E-Commerce Strategy (Case Of West Java Sme Businesses)

Abstract

This study aims to analyze the influence of digital marketing and dynamic capabilities on e-commerce strategy and its impact on business performance in an effort to increase competitiveness in the era of digital transformation. This study uses a quantitative approach with a survey method on a number of business actors who have implemented e-commerce strategies in various SME industry sectors in West Java, Indonesia. Data were analyzed using structural equation modeling (SEM) to test the relationship between marketing technology 5.0 variables, dynamic capabilities, e-commerce strategy, and business performance. The results of the study indicate that the implementation of marketing technology 5.0 and dynamic capabilities significantly have a positive effect on business performance, both directly and through the mediation of e-commerce strategy. These findings provide practical implications for business actors in designing effective technology-based marketing strategies. In addition, this study also contributes theoretically by strengthening the concept of technology integration and dynamic capabilities in the context of e-commerce. This study suggests that companies continue to innovate and optimize marketing technology to stay relevant to the dynamics of the digital market.