This research demonstrates how a digital ecosystem impacts marketing performance in MSMEs, suggesting collaboration and digital literacy are key drivers.
Key Points
Digital ecosystem development significantly improves MSMEs' marketing performance and competitive advantage.
The study analyzes the influence of four elements: digital platform adoption, incubator programs, digital literacy, and collaboration.
Structural Equation Modeling was applied to data collected from 238 MSME respondents in Central Java, Indonesia.
This research highlights the importance of technology adoption and collaboration for MSME competitiveness.