Integrating Marketing Capability, Financial Performance, Visual Communication Design, and Business Communication: Evidence from MSMEs in Bekasi City
DOI:
https://doi.org/10.55927/fjsr.v5i5.37Keywords:
MSMEs, Bekasi City, Marketing Capability, Financial Performance, Visual Communication DesignAbstract
This study examines an interdisciplinary model linking visual communication design (DKV), business communication, marketing capability, and financial performance among micro, small, and medium enterprises (MSMEs/UMKM) in Bekasi City, Indonesia. A quantitative explanatory design was applied using questionnaire data from 120 MSME respondents measured on a five-point Likert scale. Data were analyzed in two stages: descriptive, reliability, and regression testing using SPSS, and measurement-model and structural-model evaluation using SmartPLS. SPSS results show high mean scores for marketing (M = 3.890), finance (M = 3.850), DKV (M = 3.815), and communication (M = 3.848), with Cronbach’s alpha values ranging from 0.776 to 0.807. SmartPLS results indicate adequate convergent validity, with outer loadings above 0.785, AVE values from 0.679 to 0.736, and composite reliability values from 0.894 to 0.918.
References
Andrian; Hadita; M.Fadhli Nursal; Jumawan. (2022). Manajemen Pemasaran. Rena Cipta Mandiri.
Bank Indonesia. (2023). Digital adoption, business performance, and financial literacy in ultra-micro, micro, and small enterprises in Indonesia. In Bank Indonesia Research Publication.
Dinas Koperasi, U. K. dan M. K. B. (2025). UMKM Kota Bekasi and UMKM Naik Kelas program information.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(102168).
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287–308.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2014). A Primier On Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publication, Inc.
Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 6.0: The future is immersive. Wiley & Sons.
Kotler, P. (2012). Kotler P. Marketing management/Philip Kotler, Kevin Lane Keller. Pearson Educ Int. 2012. Pearson Education International.
Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642–656.
Ridhwan, M. M., Trinugroho, I., & Hermawan, D. (2024). Digital adoption, business performance, and financial literacy in ultra-micro, micro, and small enterprises in Indonesia. Journal of Asian Economics.
Tafesse, W., & Wien, A. (2018). Implementing social media marketing strategically: An empirical assessment. Journal of Marketing Management, 34(9–10), 732–749.
Wheeler, A. (2024). Designing brand identity: A comprehensive guide to the world of brands and branding (6th Editio). Wiley & Sons.
