Agile Marketing as a Mediator Between Entrepreneurial Orientation and the Effectiveness of MSME Digital Marketing in Tarakan City
Abstract
This study investigates the mediating role of agile marketing in the relationship between entrepreneurial orientation (EO) and digital marketing effectiveness among Micro, Small, and Medium Enterprises (MSMEs) in Tarakan City, Indonesia. In today’s competitive and rapidly evolving digital economy, MSMEs require marketing strategies that are both flexible and responsive to dynamic market conditions. Drawing on a quantitative design, data were collected from 150 MSME actors actively engaged in digital marketing and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that EO exerts a significant positive influence on digital marketing effectiveness and that agile marketing partially mediates this relationship. These results highlight the importance of adaptive capabilities in translating entrepreneurial intent into measurable marketing outcomes. The study contributes to entrepreneurship and marketing scholarship by positioning agile marketing as a dynamic capability that enables MSMEs to convert entrepreneurial orientation into sustainable digital performance, with particular relevance for geographically constrained island economies such as Tarakan.
Keywords: Entrepreneurial Orientation; Agile Marketing; Digital Marketing; MSMEs; Tarakan City; PLS-SEM.
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