The Influence of Digital Skill on Marketing Performance of MSMEs in Surabaya City in the Era of Digital Transformation

Abstract

Digital transformation requires MSMEs to possess adequate digital skills to work effectively and efficiently. Digital skill have become a strategic competency because they play a crucial role in improving marketing performance in the era of digital transformation. However, differences in digital skill mastery levels remain a challenge for many businesses. This study aims to analyze the influence of digital skills on marketing performance using a quantitative approach with explanatory research. Data were collected through questionnaires from 170 MSMEs in Surabaya using a purposive sampling technique. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS), which included testing the outer and inner models. The results showed that all indicators met the construct validity and reliability criteria. Furthermore, digital skills were shown to have a positive and significant effect on marketing performance. These findings indicate that improving digital skills can improve the quality, quantity, timeliness, effectiveness, and responsibility in achieving marketing performance targets. This study provides practical implications for business owners and practitioners to prioritize digital skill development as a strategy to improve marketing performance in the era of digital transformation.