Drivers Of Marketing Performance Among Indonesian Msmes: A Systematic Literature Review Of Challenges And Opportunities
Abstract
Micro, small, and medium enterprises (MSMEs) play a crucial role in Indonesia’s economic development; however, their ability to achieve sustainable marketing performance remains constrained by limitations in resources, technological capabilities, market access, and managerial competence. This study aims to systematically synthesize the existing literature on the determinants of marketing performance among Indonesian MSMEs, identify the mechanisms through which these determinants influence marketing outcomes, and examine the major challenges, opportunities, and research gaps within the field. A Systematic Literature Review (SLR) was conducted following the PRISMA 2020 framework. Relevant peer-reviewed journal articles were identified through Scopus and Web of Science using search terms related to MSMEs, Indonesia, and marketing performance. Following identification, screening, eligibility assessment, and the application of predetermined inclusion and exclusion criteria, 11 empirical studies were included in the final synthesis. The findings indicate that MSME marketing performance is a multidimensional construct influenced by several interrelated factors, particularly market orientation, entrepreneurial orientation, innovation capability, digital marketing capability, technological competence, relational capital, networking capability, customer-bonding capability, and competitive advantage. The review further demonstrates that these resources and strategic orientations do not necessarily improve marketing performance directly; their effects are frequently transmitted through mediating mechanisms such as digital marketing capability, market-entry capability, innovation, customer bonding, and distinctive value positioning. Digitalization provides substantial opportunities for market expansion, customer engagement, and promotional efficiency, although its benefits depend on complementary organizational and technological capabilities.
Keywords: MSMEs; marketing performance; digital marketing capability; market orientation; innovation capability.
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