¹Siti Fatonah, ²Nani Irma Susanti, ³Sumaryanto Slamet, ⁴Edi Suhardi, ⁵Hariyanti

^1,2,4,5Dharma University AUB Surakarta & Mr Sartono Street No. 46 Cengklik, Nusukan Surakarta Central Java 57135 Indonesia
³Riyadi University, Surakarta & Sumpah Pemuda Street No. 18 Banjarsari Nusukan Surakarta Central java Indonesia 57136

DOI : https://doi.org/10.47191/ijsshr/v7-i03-11

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ABSTRACT

The purpose of this study is to prove the real impact of Agile Marketing, Marketing Mix Adaptation, Entrepreneur Orientation and Digital Transformation on Firm Performance in MSMEs incorporated in ACSB Banjarsari Surakarta District. Data collection method with questionnaire method Analysis test tools and data processing results using SmartPls v.4.0, Outer Model analysis results show convergent validity, composite reliability, and Average Variance Extracted (AVE) that meet the criteria. Of all 83 members in 1 WhatsApp group, all of them were taken to be sampled. All independent variables have a significant effect. Digital Transformation variables have a negative effect while other variables have a positive effect.

KEYWORDS:

Member of ACSB Banjarsari Surakarta District, Agile Marketing, Marketing Mix Adaptation, Entrepreuner Orientation, Digital Transformation.

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Volume 07 Issue 03 March 2024