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This study examines the impact of e-commerce adoption and competitive pressure on the marketing performance of fashion micro, small, and medium enterprises (MSMEs) in Jakarta, Indonesia, a sector undergoing substantial change due to digital disruption and diminishing offline retail activity. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM) on data from 160 MSMEs, the findings indicate that e-commerce adoption and competitive pressure exert a beneficial impact on marketing performance. Moreover, e-commerce adoption substantially mediates the relationship between competitive pressure and marketing performance, whereas competitive pressure concurrently moderates the impact of e-commerce adoption on marketing performance. The findings underscore that digital tactics are most efficacious when synchronized with competitive exigencies, and MSMEs that proactively embrace e-commerce in a highly competitive environment likely to attain higher marketing results. The study theoretically expands the Resource-Based View (RBV) by demonstrating that digital skills, when bolstered by external stimuli, serve as strategic resources that enhance competitive advantage and firm performance. The research offers evidence for policymakers and business practitioners to formulate focused initiatives that promote digital transformation in MSMEs.

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Moderating the Digital Shift: How Competitive Pressure Shapes the Impact of E-Commerce Adoption on Marketing Performance in Fashion MSMEs

  • 会议论文

  • 发表日期：

    2026年

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  • Michael Christian,
  • Henilia Yulita,
  • Oktafalia Marisa Muzammil,
  • Ratlan Pardede,
  • Kurnadi Gularso

摘要

This study examines the impact of e-commerce adoption and competitive pressure on the marketing performance of fashion micro, small, and medium enterprises (MSMEs) in Jakarta, Indonesia, a sector undergoing substantial change due to digital disruption and diminishing offline retail activity. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM) on data from 160 MSMEs, the findings indicate that e-commerce adoption and competitive pressure exert a beneficial impact on marketing performance. Moreover, e-commerce adoption substantially mediates the relationship between competitive pressure and marketing performance, whereas competitive pressure concurrently moderates the impact of e-commerce adoption on marketing performance. The findings underscore that digital tactics are most efficacious when synchronized with competitive exigencies, and MSMEs that proactively embrace e-commerce in a highly competitive environment likely to attain higher marketing results. The study theoretically expands the Resource-Based View (RBV) by demonstrating that digital skills, when bolstered by external stimuli, serve as strategic resources that enhance competitive advantage and firm performance. The research offers evidence for policymakers and business practitioners to formulate focused initiatives that promote digital transformation in MSMEs.