Analysis of Determinants of Business Performance Through Digital Platforms in Indonesian State-Owned (BUMN) Construction Industry
DOI:
https://doi.org/10.52909/jemeb.v5i1.250Keywords:
Business performance, Digital Platform, Product–Market Strategy, Value Co-Creation, Marketing Capability, BUMN ConstructionAbstract
This study aims to explore the determinants of business performance through the utilization of digital platforms in the marketing activities of BUMN (state-owned enterprises). It specifically investigates how product-market strategy, value co-creation, and marketing capability influence business performance, both directly and indirectly, with digital platforms acting as a mediating variable. The research uses a quantitative approach with Structural Equation Modeling–Partial Least Squares (SEM–PLS) and processes the data using SmartPLS software. Data collection was conducted through a survey involving BUMN in the construction and infrastructure sectors. The study analyzes variables such as product-market strategy, value co-creation, marketing capability, digital platforms, and business performance. The results demonstrate that product-market strategy, value co-creation, and marketing capability significantly affect both digital platforms and business performance. Furthermore, digital platforms mediate and strengthen the relationship between these marketing factors and business performance. This research emphasizes the importance of integrating marketing strategies with digital technologies such as Customer Relationship Management (CRM) Digital Platforms, Enterprise Resource Planning (ERP), and Building Information Modeling (BIM) to enhance efficiency, innovation, and competitiveness. The findings offer practical implications for BUMN management to leverage digital transformation for improved competitiveness and business sustainability in the digital age
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