Digital Marketing Capability and MSMEs Performance: Understanding the Moderating Role of Environmental Dynamism

Objective: This study examines the influence of digital marketing capability on Micro, Small, and Medium Enterprises (MSMEs) performance. Environmental dynamism was moderator in this relationship. Design/Methods/Approach: design a quantitative approach. The research conducted Lamongan Regency. populations are managers or owners MSMEs area. Using non-probability purposive sampling techniques, reports responses 138 respondents from small medium enterprises Lamongan. Data were primarily gathered through self-reported online questionnaires. Partial Least Square (PLS) then used to test hypothesized relationships. Findings: results show positive effect performance that environmental strengthens relationship between Originality: Our highlights importance focusing as superior business strategy responding changes consumer behavior. Empirical capabilities small-scale companies context developing countries has not received serious attention (Chinakidzwa & Phiri, 2020b). To best our knowledge, is first link Almost no previous examined moderating role, especially countries. Practical/Policy Implication: must focus establishing implementing ability apply effectively. Digital becomes one Company's strategic sources creating competitive advantages, contributing better An important practical implication when can adapt transform digitally, they should concentrate increasing activities such providing product information platforms, services for customer needs, building relations communication with consumers. Careful consideration firm's needed improve