Dynamic Capabilities and Digital Marketing in Small and Medium-Sized Enterprises (SMEs) in Indonesia: a Systematic Analysis of Literature and Conceptual Model
Anton Wardaya1, Sasmoko2, Idris Gautama So3, Agustinus Bandur4

1Anton Wardaya, Doctoral Student, Research Management Program Entrepreneurship and Innovation Stream, Bina Nusantara University, Indonesia.
2Sasmoko, Professor, Bina Nusantara University, Indonesia Head of Research Interest in Educational Technology, Bina Nusantara University.
3Idris Gautama So, Doctor of Philosophy Ph.D, Marketing  Universiti Sains Malaysia.
4Agustinus Bandur, Doctor of Philosophy Ph.D, Leadership and Management Education from The University of Newcastle, Australia. Senior Lecturer & Strategic Research and Partnership Team Leader
Manuscript received on 23 November 2019 | Revised Manuscript received on 04 December 2019 | Manuscript Published on 10 December 2019 | PP: 531-534 | Volume-8 Issue-3S2 October 2019 | Retrieval Number: C11201083S219/2019©BEIESP | DOI: 10.35940/ijrte.C1120.1083S219
Open Access | Editorial and Publishing Policies | Cite | Mendeley | Indexing and Abstracting
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Small and Medium sized enterprises (SMEs) have proven to be the backbone of Indonesia’s economy. It gives contribution to 99.9% of national economic, absor 97% employee and contributes 60.34% to Indonesia GDP. Indonesia is known to be one of the most social media users. There is lack of studies to understand the role of dynamic capabilities and digital marketing on influencing the performance of SME’s in Indonesia. This study aims to develop a conceptual model linking dynamic capabilities, digital marketing capabilities and SME performance. Systematic literature review (SLR) method is used in this study. After getting result of SLR, than the authors develope the concept. More than 2000 publication published from 2011 to 2018 were screened with dynamic capabilities, digital marketing and SMEs’ performance as keywords. Finally, 20 journals were included for this review. Based on the review there were three possible relationships in the conceptual model which are (1) there is a positive relationship between dynamic capabilities and firm performance; (2) there is a positive relationship between dynamic capabilities and digital marketing capabilities and (3) there is a positive relationship between digital marketing capabilities and firm performance. It concludes with the need for further study to find empirical validation of the three relationships. Contribution of this study is giving the conceptual framework that both dynamic capabilities and digital marketing capabilities might have important roles to SMEs’ performance in Indonesia.
Keywords: Digital Marketing Capabilities, Dynamic Capabilities, Smes’ Performance.
Scope of the Article: Marketing and Social Sciences