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The Moderating Role of Human Resource Competence in The Relationship Between Digital Literacy, Marketing Innovation, and MSMEs Business Performance in Pontianak

  • Arninda1*
  • Ferdy Firmansyah2
  • Ryanti3
1,2,3 Universitas Muhammadiyah Pontianak image/svg+xml
* Corresponding Author: Arninda

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

How to Cite

Citation Format
Arninda, A., Firmansyah, F., & Ryanti, R. (2026). The Moderating Role of Human Resource Competence in The Relationship Between Digital Literacy, Marketing Innovation, and MSMEs Business Performance in Pontianak. International Journal of Management Science and Information Technology, 6(1), 619-631. https://doi.org/10.35870/ijmsit.v6i1.6993

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Author Biographies

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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Copyright (c) 2026 Arninda, Ferdy Firmansyah, Ryanti

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This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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