Published: 2026-05-28
The Moderating Role of Human Resource Competence in The Relationship Between Digital Literacy, Marketing Innovation, and MSMEs Business Performance in Pontianak
DOI: 10.35870/ijmsit.v6i1.6993
Arninda, Ferdy Firmansyah, Ryanti
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Arninda:
Universitas Muhammadiyah Pontianak
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Ferdy Firmansyah:
Universitas Muhammadiyah Pontianak
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Ryanti:
Universitas Muhammadiyah Pontianak
Abstract
This study aims to analyze the effect of digital literacy and marketing innovation on MSME business performance in Pontianak, with human resource competence as a moderating variable. The study employed a quantitative approach using a survey method involving 200 food and beverage MSMEs in Pontianak selected through purposive sampling. Data were analyzed using Moderated Regression Analysis (MRA) with SPSS 23. The findings reveal that digital literacy has a positive and significant effect on MSME business performance (B = 0.098; p < 0.05), while marketing innovation demonstrates the strongest influence on business performance (B = 0.421; p < 0.001). Furthermore, human resource competence significantly moderates the relationship between digital literacy, marketing innovation, and MSME business performance. The coefficient of determination (R² = 0.611) indicates that 61.1% of MSME business performance can be explained by the variables examined in this study. These findings imply that strengthening digital capability, marketing innovation, and human resource competence is essential for improving MSME competitiveness and sustainability in the digital era.
Keywords
Digital Literacy; Marketing Innovation; Human Resource Competence; Business Performance; MSMEs
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 6 No. 1 (2026)
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Section: Articles
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Published: 2026-05-28
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/ijmsit.v6i1.6993
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Arninda, Universitas Muhammadiyah Pontianak
Digital Business Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Pontianak City, West Kalimantan Province, Indonesia
Ferdy Firmansyah, Universitas Muhammadiyah Pontianak
Digital Business Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Pontianak City, West Kalimantan Province, Indonesia
Ryanti, Universitas Muhammadiyah Pontianak
Digital Business Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Pontianak City, West Kalimantan Province, Indonesia
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