The Moderating Role of Dynamic Marketing Engagement in Marketing Function for SMEs Business Performance

Abstract

The purpose of this article is to evaluate the theory function of Dynamic Marketing Engagement (DME) as a variable mediating or bridging the multi-actor attachment that is the Customer Engagement variable, Employee Engagement and Supply Chain Engagement. This evaluation is very important to be done to get answers toward the significant gaps in the role of the marketing function. This test uses AMOS to perform the bootstrap in order to describe the mechanism of multi-actor relations with business performance. A number of 178 entrepreneurs and managers of SMEs in Banyumas Regency Middle Java Indonesia were choose as respondents in this study. The test results showed that the role of Dynamic Marketing Engagement (DME) on business performance as a mediating variable for the Customer Engagement variable, Employee Engagement and Supply Chain Engagement has given significant results. The results of the total effect testing of Dynamic Marketing Engagement (DME) showed greater result than multi-actor involvement. Thus, the results of the study stated that the Dynamic Marketing Engagement (DME) variable as a theory that connects the multi-actor attachment has proven to be able to improve the business performance of SMEs. Keywords--Dynamic Marketing Engagement; Employee Engagement; Customer Engagement; Supply Chain Engagement; Business Performance