Anshara Business Review

Digital Marketing Capability and Its Impact on MSME Market Performance

2026-02-04T14:05:39+07:00

This study aims to examine the effect of digital marketing capability on the market performance of micro, small, and medium enterprises operating in Solo City. The research focuses on understanding how the ability to plan, implement, and manage digital marketing activities contributes to improved market outcomes among MSMEs. A quantitative research design was employed using a survey method. Data were collected from 85 MSME owners and managers who actively utilize digital platforms for marketing purposes. The measurement instruments were adapted from established scales, and data analysis was conducted using Structural Equation Modeling to evaluate both the measurement and structural models. The results indicate that digital marketing capability has a positive and statistically significant effect on MSME market performance. MSMEs with stronger digital marketing capabilities demonstrate higher levels of sales growth, broader market reach, and improved customer acquisition compared to those with limited digital capabilities. This study contributes to the marketing and small business literature by empirically validating digital marketing capability as a strategic resource within the context of MSMEs in an emerging economy. The findings also provide practical insights for MSME owners and policymakers to prioritize capability development in digital marketing initiatives.

Service Quality and Tourist Satisfaction in Cultural Tourism Destinations

2026-02-05T15:42:29+07:00

This study aims to examine the effect of service quality dimensions on tourist satisfaction in cultural tourism destinations in West Sumatra. Specifically, it investigates how tangibility, reliability, responsiveness, assurance, and empathy contribute to tourists’ overall satisfaction within culturally rich destinations where service encounters play a critical role in shaping visitor experiences. The research adopts a quantitative explanatory design using a survey approach. Data were collected from tourists visiting major cultural tourism destinations in West Sumatra through structured questionnaires. A total of 250 valid responses were analyzed using Structural Equation Modeling to assess the relationships between service quality dimensions and tourist satisfaction. The measurement and structural models were evaluated to ensure reliability, validity, and predictive accuracy. The results indicate that all service quality dimensions have a positive and significant influence on tourist satisfaction. Assurance and reliability emerge as the strongest predictors, suggesting that tourists place high importance on service professionalism, trustworthiness, and consistency. Tangibility, responsiveness, and empathy also significantly enhance satisfaction, reflecting the importance of both physical attributes and interpersonal service interactions in cultural tourism contexts This study contributes to tourism and service quality literature by empirically validating the SERVQUAL framework in a cultural tourism setting within a developing region. It also provides practical insights for destination managers to prioritize service improvement strategies that enhance visitor satisfaction and destination competitiveness.

Determinants of Employee Performance in Retail Organizations

2026-02-04T16:31:27+07:00

This study aims to examine the key determinants of employee performance in retail organizations by analyzing the effects of knowledge transfer, training quality, organizational support, and work motivation. The research seeks to identify which factors play the most significant role in enhancing employee performance within a labor intensive retail context. A quantitative explanatory research design was employed using a cross sectional survey approach. Data were collected from 205 employees working in modern retail organizations in Medan, Indonesia. A structured questionnaire was used to measure all constructs, and the data were analyzed using Structural Equation Modeling with a partial least squares approach to assess both the measurement and structural models. The results indicate that all examined determinants have a positive and significant effect on employee performance. Organizational support emerges as the strongest predictor, followed by training quality, work motivation, and knowledge transfer. These findings suggest that employee performance in retail organizations is shaped by a combination of organizational practices, motivational conditions, and knowledge related processes. This study contributes to the human resource management literature by providing an integrative empirical model that explains employee performance in retail organizations. It offers practical insights for retail managers by highlighting the importance of supportive work environments, effective training systems, and motivational strategies to improve employee performance.

The Effect of Social Media Marketing on Brand Loyalty

2026-02-05T16:59:28+07:00

This study aims to analyze the effect of social media marketing on brand loyalty among students of private universities in Medan. It seeks to understand how students’ perceptions of brand-related marketing activities on social media platforms influence their loyalty attitudes toward brands in an increasingly competitive digital environment. The research adopts a quantitative explanatory design using a survey method. Data were collected from 250 undergraduate students enrolled in private universities in Medan who actively follow commercial brands on social media platforms. A structured questionnaire was used to measure social media marketing perceptions and brand loyalty. The data were analyzed using Structural Equation Modeling with a partial least squares approach to assess the reliability, validity, and structural relationships among the constructs. The results reveal that social media marketing has a positive and significant effect on brand loyalty. Students who perceive social media content as engaging, informative, interactive, and credible tend to exhibit stronger emotional attachment, brand preference, and commitment. The findings indicate that social media marketing explains a substantial proportion of variance in brand loyalty, highlighting its strategic importance in influencing student consumers’ long-term brand relationships. This study contributes to the marketing literature by providing empirical evidence on the effectiveness of social media marketing in fostering brand loyalty within a student segment in an emerging urban context. It also offers practical insights for brand managers to develop relationship-oriented social media strategies that strengthen loyalty beyond short-term engagement metrics.

Community Resilience through Sustainable Tourism Development

2026-02-05T12:22:35+07:00

This study aims to examine how sustainable tourism development contributes to strengthening community resilience, particularly in tourism destinations in West Sumatra, Indonesia, where local communities play a central role in managing cultural and natural resources amid economic and environmental pressures. A quantitative research design was employed using a survey approach targeting local community members involved in tourism activities. Data were collected through structured questionnaires and analyzed using multiple regression analysis with SPSS to assess the relationships between sustainable tourism dimensions, including economic, socio cultural, and environmental aspects, and community resilience. The findings reveal that sustainable tourism development has a significant positive effect on community resilience. Economic sustainability enhances livelihood stability, socio cultural sustainability strengthens social cohesion and local identity, and environmental sustainability supports adaptive capacity and long term resource management. Collectively, these dimensions explain a substantial proportion of variance in community resilience, indicating that balanced tourism development is critical for fostering resilient local communities. This study contributes theoretically by integrating sustainability and resilience perspectives within a community based tourism framework and empirically by providing localized evidence from an emerging tourism region. Practically, the results offer guidance for policymakers and destination managers in designing tourism strategies that enhance community resilience and sustainable development outcomes.