Efek Mediasi Brand Awareness dalam hubungan Digital Marketing terhadap Kinerja UMKM di Kota Kupang

SJIOEN, Alya Elita (2026) Efek Mediasi Brand Awareness dalam hubungan Digital Marketing terhadap Kinerja UMKM di Kota Kupang. Efek Mediasi Brand Awareness dalam hubungan Digital Marketing terhadap Kinerja UMKM di Kota Kupang, 9 (2). 1288 - 1304. ISSN E-ISSN : 2599-3410 | P-ISSN : 2614-3259

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Abstract

This study aims to examine the mediating effect of Brand Awareness on the relationship between Digital Marketing and MSMEs Performance in Kupang City. The study addresses a research gap regarding the mechanism through which Digital Marketing enhances MSMEs Performance through Brand Awareness, particularly within the context of MSMEs in Eastern Indonesia. A quantitative approach was employed using a survey of 110 MSMEs actively utilizing digital media in their business operations. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that Digital Marketing has a positive and significant effect on Brand Awareness (β = 0.724; t = 9.876; p < 0.001) and MSMEs Performance (β = 0.739; t = 10.035; p < 0.001). Brand Awareness also positively and significantly influences MSMEs Performance (β = 0.217; t = 2.716; p = 0.007). Furthermore, Brand Awareness significantly mediates the relationship between Digital Marketing and MSMEs Performance (β = 0.157; t = 2.689; p = 0.007). The R² values for Brand Awareness is 0.724 and 0.870 for MSMEs Performance indicate strong explanatory power of the model. This study contributes to the MSMEs digital marketing literature by providing empirical evidence that Brand Awareness serves as a key mechanism through which Digital Marketing enhances MSMEs Performance in the context of Eastern Indonesia. The findings offer practical implications for MSMEs in developing sustainable digital marketing and branding strategies to improve business performance and competitiveness.

Item Type:	Article
Uncontrolled Keywords:	Digital Marketing, Brand Awareness, MSMEs Performance, Mediation Effect
Subjects:	Economic > Economy Management
Divisions:	Fakultas Ekonomi > Ekonomi Manajemen
Depositing User:	Steven B. R. Waang
Date Deposited:	13 Jul 2026 12:19
Last Modified:	13 Jul 2026 12:19
URI:	http://repo-ukaw.superspace.id/id/eprint/7081

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