Analysis of Digital Marketing Capabilities on Financial Performance: A Case Study of Bromo Project Malang
Keywords:
Digital Marketing Capabilities, Financial Performance, Resource-Based View, MSME, Dinamic capabilitiesAbstract
Introduction/Main Objectives: This study aims to examine the role of Digital Marketing Capabilities (DMCs) in influencing Financial Performance within the tourism MSME sector. The topic is significant because the sustainability of modern MSMEs increasingly depends on their ability to leverage digital assets as a source of competitive advantage.
Background Problems: The research addresses the question: How can the impact of DMCs on Financial Performance be measured and validated, particularly in the context of a single-case MSME, Bromo Project Malang?
Research Methods: A qualitative approach was employed using a single case study design. Data were collected through source triangulation, including in-depth interviews with the Owner and Finance Staff to capture strategic and operational insights, and customer questionnaires to validate market impact. Thematic Analysis was applied to narrative data, followed by cross-validation to ensure reliability.
Finding/Results: The findings reveal that “Genuine Storytelling” Content Capability is a distinctive DMC that meets VRIN criteria, making it difficult to imitate and crucial for building customer trust. Additionally, DMCs serve as a strategic tool for cost efficiency, reducing customer acquisition costs (CPA) by approximately 70%, while simultaneously enhancing sales volume and customer loyalty.
Conclusion: The study concludes that DMCs significantly contribute to stable Financial Performance by fostering trust, loyalty, and cost efficiency. The practical implication suggests that MSMEs should prioritize investments in Authentic Content Capabilities and Data Analytics to ensure long-term business continuity.
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