The Influence of Technological and Marketing Capabilities on MSME Performance with Organizational Learning as a Mediating Variable
Abstract
Micro, Small, and Medium Enterprises (MSMEs) are key contributors to economic development, especially in emerging markets. However, MSMEs often struggle to sustain and improve their performance amid dynamic market conditions and increasing global competition. This study investigates the integrated effects of organizational learning, marketing capability, and technological capability on MSME performance in Indonesia, a context where prior research has typically examined these factors in isolation. Guided by the dynamic capabilities framework, this study aims to fill the gap by analyzing the synergy among these three capabilities.
A quantitative approach was employed, with data collected from 100 MSME actors through an online survey using a structured questionnaire measured on a five-point Likert scale. Structural Equation Modeling (SEM) using SmartPLS 3.2 was used to analyze the data. The results show that organizational learning significantly influences both marketing and technological capabilities. Moreover, technological capability positively affects MSME performance, whereas marketing capability does not have a statistically significant impact on performance. These findings highlight the crucial role of organizational learning as a foundation for capability development and suggest that technological adoption is a key driver of competitive performance in the digital era. The study offers practical insights for MSMEs aiming to improve long-term sustainability through integrated strategic capability development.
References
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Coombs, J. E., & Bierly, P. E. (2006). Measuring technological capability and performance. R&D Management, 36(4), 421–438. https://doi.org/10.1111/j.1467-9310.2006.00444.x
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Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: a conceptual framework. Journal of Research in Interactive Marketing, 14(1), 133–151. https://doi.org/10.1108/JRIM-06-2018-0082
Inthavong, P., Rehman, K. U., Masood, K., Shaukat, Z., Hnydiuk-Stefan, A., & Ray, S. (2023). Impact of organizational learning on sustainable firm performance: Intervening effect of organizational networking and innovation. Heliyon, 9(5), e16177. https://doi.org/10.1016/j.heliyon.2023.e16177
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Lara, F. J., & Salas-Vallina, A. (2017). Managerial competencies, innovation and engagement in SMEs: The mediating role of organisational learning. Journal of Business Research, 79, 152–160. https://doi.org/10.1016/j.jbusres.2017.06.002
Larios-Francia, R. P., & Ferasso, M. (2023). The relationship between innovation and performance in MSMEs: The case of the wearing apparel sector in emerging countries. Journal of Open Innovation: Technology, Market, and Complexity, 9(1), 100018. https://doi.org/10.1016/j.joitmc.2023.100018
Liang, X., & Gao, Y. (2020). Marketing performance measurement systems and firm performance. European Journal of Marketing, 54(4), 885–907. https://doi.org/10.1108/EJM-05-2018-0302
Loo, M. K., Ramachandran, S., & Raja Yusof, R. N. (2023). Unleashing the potential: Enhancing technology adoption and innovation for micro, small and medium-sized enterprises (MSMEs). Cogent Economics & Finance, 11(2). https://doi.org/10.1080/23322039.2023.2267748
Mishra, S., & Modi, S. B. (2016). Corporate Social Responsibility and Shareholder Wealth: The Role of Marketing Capability. Journal of Marketing, 80(1), 26–46. https://doi.org/10.1509/jm.15.0013
Narasimhan, O., Rajiv, S., & Dutta, S. (2006). Absorptive Capacity in High-Technology Markets: The Competitive Advantage of the Haves. Marketing Science, 25(5), 510–524. https://doi.org/10.1287/mksc.1060.0219
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Proença, M., Costa, B. C., Didonet, S. R., Machado Toaldo, A. M., Martins, T. S., & Frega, J. R. (2024). How the absorptive capacity could transform data into better decisions: a multilevel perspective to deal with the difference between firm sizes. Management Research Review, 47(5), 744–766. https://doi.org/10.1108/MRR-05-2023-0350
Purwanti, I., Lailyningsih, D. R. N., & Suyanto, U. Y. (2022). Digital Marketing Capability and MSMEs Performance: Understanding the Moderating Role of Environmental Dynamism. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 15(3), 433–448. https://doi.org/10.20473/jmtt.v15i3.39238
Rusdana, N. R., Choirani, S. J., & Friska, A. S. (2022). Digital Marketing Communication Strategy for Micro, Small and Medium Enterprises (MSMEs) in Business Competition. International Journal of Research and Applied Technology, 2(1), 163–168. https://doi.org/10.34010/injuratech.v2i1.6913
Sadat Amrul S. (2022). Pengaruh Organizational Learning dan IT Capability Terhadap Financial Performance, dengan IT Capability Sebagai Variabel Antara.
Sanzo, M. J., Santos, M. L., García, N., & Trespalacios, J. A. (2012). Trust as a moderator of the relationship between organizational learning and marketing capabilities: Evidence from Spanish SMEs. International Small Business Journal: Researching Entrepreneurship, 30(6), 700–726. https://doi.org/10.1177/0266242611418907
Scuotto, V., Nicotra, M., Del Giudice, M., Krueger, N., & Gregori, G. L. (2021). A microfoundational perspective on SMEs’ growth in the digital transformation era. Journal of Business Research, 129, 382–392. https://doi.org/10.1016/j.jbusres.2021.01.045
Singh, D. (2019). Implementation of technology innovation in MSMEs in India. Journal of Science and Technology Policy Management, 10(3), 769–792. https://doi.org/10.1108/JSTPM-06-2018-0065
Storbacka, K., & Nenonen, S. (2015). Learning with the market: Facilitating market innovation. Industrial Marketing Management, 44, 73–82. https://doi.org/10.1016/j.indmarman.2014.10.009
Sudirjo, F. (2022). Pengaruh Kapabilitas Pemasaran, Digital Marketing Dalam Meningkatkan Kinerja Pemasaran UMKM Di Jawa Barat (Vol. 5, Issue 1). http://bisnisman.nusaputra.ac.id
Taroreh, J., & Manongko, A. A. Ch. (2019). The Influence of Community Empowerment, Organizational Commitment, and Organization Learning on Performance of MSMEs South Minahasa Regency-Indonesia. European Journal of Business and Management. https://doi.org/10.7176/ejbm/11-18-05
Tello-Gamarra, J., & Fitz-Oliveira, M. (2023). Technological capability and performance in developing countries: A meta-analysis. Journal of Engineering and Technology Management, 68, 101753. https://doi.org/10.1016/j.jengtecman.2023.101753
Tian, H., Dogbe, C. S. K., Pomegbe, W. W. K., Sarsah, S. A., & Otoo, C. O. A. (2021). Organizational learning ambidexterity and openness, as determinants of SMEs’ innovation performance. European Journal of Innovation Management, 24(2), 414–438. https://doi.org/10.1108/EJIM-05-2019-0140
Tortorella, G. L., Cawley Vergara, A. Mac, Garza-Reyes, J. A., & Sawhney, R. (2020). Organizational learning paths based upon industry 4.0 adoption: An empirical study with Brazilian manufacturers. International Journal of Production Economics, 219, 284–294. https://doi.org/10.1016/j.ijpe.2019.06.023
Triwahyono, B., Rahayu, T., & Kraugusteeliana, K. (2023). Analysing the Role of Technological Innovation in Improving the Operational Efficiency of MSMEs. Jurnal Minfo Polgan, 12(1), 1417–1426. https://doi.org/10.33395/jmp.v12i1.12791
Ulum, M. L. C., Ferdinand, A. T., Gunaldi, F. W., & Arifah, N. (2023). From Market Insight to Business Triumph: Unraveling the Role of Market Orientation in Enhancing MSMEs Performance. Khazanah Sosial, 5(2), 345–358. https://doi.org/10.15575/ks.v5i2.27165
Upadhye, N., Deshmukh, S. G., & Garg, S. (2010). Lean manufacturing system for medium size manufacturing enterprises: an Indian case. International Journal of Management Science and Engineering Management, 5(5), 362–375. https://doi.org/10.1080/17509653.2010.10671127
Wang, H., & Li, B. (2023). Research on the Synergic Influences of Digital Capabilities and Technological Capabilities on Digital Innovation. Sustainability, 15(3), 2607. https://doi.org/10.3390/su15032607
Weerawardena, J. (2003). The role of marketing capability in innovation-based competitive strategy. Journal of Strategic Marketing, 11(1), 15–35. https://doi.org/10.1080/0965254032000096766
Wirasmara Kusuma, H., & Azizi, E. (2023). Effective Marketing Training For Msmes With The Concept Of Technopreneur. Abdi Dosen : Jurnal Pengabdian Pada Masyarakat, 7(3), 869. https://doi.org/10.32832/abdidos.v7i3.1925
Yan, E., Wu, J., & Gu, J. (2025). Marketing capability, technology capability and complementor performance: the mediating role of platform network centrality. Chinese Management Studies, 19(1), 23–41. https://doi.org/10.1108/CMS-09-2022-0309
Zahara, Z., Ikhsan, Santi, I. N., & Farid. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business & Management, 10(2). https://doi.org/10.1080/23311975.2023.2204592
Argote, L., & Hora, M. (2017). Organizational Learning and Management of Technology. Production and Operations Management, 26(4), 579–590. https://doi.org/10.1111/poms.12667
Baral, M. M., Mukherjee, S., Nagariya, R., Singh Patel, B., Pathak, A., & Chittipaka, V. (2023). Analysis of factors impacting firm performance of MSMEs: lessons learnt from COVID-19. Benchmarking: An International Journal, 30(6), 1942–1965. https://doi.org/10.1108/BIJ-11-2021-0660
Beltramino, N. S., Valdez-Juárez, L. E., Ingaramo, J. M., Gazzaniga, L. C., & Beltramino, N. A. (2023). The effects of organizational learning and entrepreneurial orientation on the corporate performance of Argentinean, Mexican, and Ecuadorian MSMEs. Small Business International Review, 7(1), e503. https://doi.org/10.26784/sbir.v7i1.503
Brosig, C., Westner, M., & Strahringer, S. (2020). Revisiting the Concept of IT Capabilities in the Era of Digitalization. 2020 IEEE 22nd Conference on Business Informatics (CBI), 84–93. https://doi.org/10.1109/CBI49978.2020.00017
Cassia, A. R., Costa, I., da Silva, V. H. C., & de Oliveira Neto, G. C. (2020). Systematic literature review for the development of a conceptual model on the relationship between knowledge sharing, information technology infrastructure and innovative capability. Technology Analysis & Strategic Management, 32(7), 801–821. https://doi.org/10.1080/09537325.2020.1714026
Coombs, J. E., & Bierly, P. E. (2006). Measuring technological capability and performance. R&D Management, 36(4), 421–438. https://doi.org/10.1111/j.1467-9310.2006.00444.x
Desta Setiawan, S. (2022). Analisis Entrepreneurial Orientation Dan Organizational Learning Terhadap Marketing Capability Pada Umkm Di Industri Keripik Pisang Kabupaten Pringsewu (Fatoni). JURNAL RELEVANSI : EKONOMI, MANAJEMEN DAN BISNIS.
Dibella, A. J., Nevis, E. C., & Gould, J. M. (1996). Understanding Organizational Learning Capability. Journal of Management Studies, 33(3), 361–379. https://doi.org/10.1111/j.1467-6486.1996.tb00806.x
Farida, I., & Setiawan, D. (2022). Business Strategies and Competitive Advantage: The Role of Performance and Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163. https://doi.org/10.3390/joitmc8030163
Feng, H., Morgan, N. A., & Rego, L. L. (2017). Firm capabilities and growth: the moderating role of market conditions. Journal of the Academy of Marketing Science, 45(1), 76–92. https://doi.org/10.1007/s11747-016-0472-y
Fiol, C. M., & Lyles, M. A. (1985). Organizational Learning. Academy of Management Review, 10(4), 803–813. https://doi.org/10.5465/amr.1985.4279103
Hanaysha, J. (2016). Testing the Effects of Employee Engagement, Work Environment, and Organizational Learning on Organizational Commitment. Procedia - Social and Behavioral Sciences, 229, 289–297. https://doi.org/10.1016/j.sbspro.2016.07.139
Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: a conceptual framework. Journal of Research in Interactive Marketing, 14(1), 133–151. https://doi.org/10.1108/JRIM-06-2018-0082
Inthavong, P., Rehman, K. U., Masood, K., Shaukat, Z., Hnydiuk-Stefan, A., & Ray, S. (2023). Impact of organizational learning on sustainable firm performance: Intervening effect of organizational networking and innovation. Heliyon, 9(5), e16177. https://doi.org/10.1016/j.heliyon.2023.e16177
Khurana, S., Haleem, A., & Mannan, B. (2019). Determinants for integration of sustainability with innovation for Indian manufacturing enterprises: Empirical evidence in MSMEs. Journal of Cleaner Production, 229, 374–386. https://doi.org/10.1016/j.jclepro.2019.04.022
Lailla, N., & Sriminarti, N. (2022). THE ROLE OF MSME MARKETING STRATEGY IN ACHIEVE COMPETITIVE ADVANTAGE. Procedia of Social Sciences and Humanities, 3, 437–442. https://doi.org/10.21070/pssh.v3i.142
Lara, F. J., & Salas-Vallina, A. (2017). Managerial competencies, innovation and engagement in SMEs: The mediating role of organisational learning. Journal of Business Research, 79, 152–160. https://doi.org/10.1016/j.jbusres.2017.06.002
Larios-Francia, R. P., & Ferasso, M. (2023). The relationship between innovation and performance in MSMEs: The case of the wearing apparel sector in emerging countries. Journal of Open Innovation: Technology, Market, and Complexity, 9(1), 100018. https://doi.org/10.1016/j.joitmc.2023.100018
Liang, X., & Gao, Y. (2020). Marketing performance measurement systems and firm performance. European Journal of Marketing, 54(4), 885–907. https://doi.org/10.1108/EJM-05-2018-0302
Loo, M. K., Ramachandran, S., & Raja Yusof, R. N. (2023). Unleashing the potential: Enhancing technology adoption and innovation for micro, small and medium-sized enterprises (MSMEs). Cogent Economics & Finance, 11(2). https://doi.org/10.1080/23322039.2023.2267748
Mishra, S., & Modi, S. B. (2016). Corporate Social Responsibility and Shareholder Wealth: The Role of Marketing Capability. Journal of Marketing, 80(1), 26–46. https://doi.org/10.1509/jm.15.0013
Narasimhan, O., Rajiv, S., & Dutta, S. (2006). Absorptive Capacity in High-Technology Markets: The Competitive Advantage of the Haves. Marketing Science, 25(5), 510–524. https://doi.org/10.1287/mksc.1060.0219
Nurcholis, L. (2019). The mediating effect of knowledge exploitability and organizational agility on the relationship between marketing adaptation strategy and sustainable competitive advantage. Contaduría y Administración, 66(1), 231. https://doi.org/10.22201/fca.24488410e.2020.2393
Proença, M., Costa, B. C., Didonet, S. R., Machado Toaldo, A. M., Martins, T. S., & Frega, J. R. (2024). How the absorptive capacity could transform data into better decisions: a multilevel perspective to deal with the difference between firm sizes. Management Research Review, 47(5), 744–766. https://doi.org/10.1108/MRR-05-2023-0350
Purwanti, I., Lailyningsih, D. R. N., & Suyanto, U. Y. (2022). Digital Marketing Capability and MSMEs Performance: Understanding the Moderating Role of Environmental Dynamism. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 15(3), 433–448. https://doi.org/10.20473/jmtt.v15i3.39238
Rusdana, N. R., Choirani, S. J., & Friska, A. S. (2022). Digital Marketing Communication Strategy for Micro, Small and Medium Enterprises (MSMEs) in Business Competition. International Journal of Research and Applied Technology, 2(1), 163–168. https://doi.org/10.34010/injuratech.v2i1.6913
Sadat Amrul S. (2022). Pengaruh Organizational Learning dan IT Capability Terhadap Financial Performance, dengan IT Capability Sebagai Variabel Antara.
Sanzo, M. J., Santos, M. L., García, N., & Trespalacios, J. A. (2012). Trust as a moderator of the relationship between organizational learning and marketing capabilities: Evidence from Spanish SMEs. International Small Business Journal: Researching Entrepreneurship, 30(6), 700–726. https://doi.org/10.1177/0266242611418907
Scuotto, V., Nicotra, M., Del Giudice, M., Krueger, N., & Gregori, G. L. (2021). A microfoundational perspective on SMEs’ growth in the digital transformation era. Journal of Business Research, 129, 382–392. https://doi.org/10.1016/j.jbusres.2021.01.045
Singh, D. (2019). Implementation of technology innovation in MSMEs in India. Journal of Science and Technology Policy Management, 10(3), 769–792. https://doi.org/10.1108/JSTPM-06-2018-0065
Storbacka, K., & Nenonen, S. (2015). Learning with the market: Facilitating market innovation. Industrial Marketing Management, 44, 73–82. https://doi.org/10.1016/j.indmarman.2014.10.009
Sudirjo, F. (2022). Pengaruh Kapabilitas Pemasaran, Digital Marketing Dalam Meningkatkan Kinerja Pemasaran UMKM Di Jawa Barat (Vol. 5, Issue 1). http://bisnisman.nusaputra.ac.id
Taroreh, J., & Manongko, A. A. Ch. (2019). The Influence of Community Empowerment, Organizational Commitment, and Organization Learning on Performance of MSMEs South Minahasa Regency-Indonesia. European Journal of Business and Management. https://doi.org/10.7176/ejbm/11-18-05
Tello-Gamarra, J., & Fitz-Oliveira, M. (2023). Technological capability and performance in developing countries: A meta-analysis. Journal of Engineering and Technology Management, 68, 101753. https://doi.org/10.1016/j.jengtecman.2023.101753
Tian, H., Dogbe, C. S. K., Pomegbe, W. W. K., Sarsah, S. A., & Otoo, C. O. A. (2021). Organizational learning ambidexterity and openness, as determinants of SMEs’ innovation performance. European Journal of Innovation Management, 24(2), 414–438. https://doi.org/10.1108/EJIM-05-2019-0140
Tortorella, G. L., Cawley Vergara, A. Mac, Garza-Reyes, J. A., & Sawhney, R. (2020). Organizational learning paths based upon industry 4.0 adoption: An empirical study with Brazilian manufacturers. International Journal of Production Economics, 219, 284–294. https://doi.org/10.1016/j.ijpe.2019.06.023
Triwahyono, B., Rahayu, T., & Kraugusteeliana, K. (2023). Analysing the Role of Technological Innovation in Improving the Operational Efficiency of MSMEs. Jurnal Minfo Polgan, 12(1), 1417–1426. https://doi.org/10.33395/jmp.v12i1.12791
Ulum, M. L. C., Ferdinand, A. T., Gunaldi, F. W., & Arifah, N. (2023). From Market Insight to Business Triumph: Unraveling the Role of Market Orientation in Enhancing MSMEs Performance. Khazanah Sosial, 5(2), 345–358. https://doi.org/10.15575/ks.v5i2.27165
Upadhye, N., Deshmukh, S. G., & Garg, S. (2010). Lean manufacturing system for medium size manufacturing enterprises: an Indian case. International Journal of Management Science and Engineering Management, 5(5), 362–375. https://doi.org/10.1080/17509653.2010.10671127
Wang, H., & Li, B. (2023). Research on the Synergic Influences of Digital Capabilities and Technological Capabilities on Digital Innovation. Sustainability, 15(3), 2607. https://doi.org/10.3390/su15032607
Weerawardena, J. (2003). The role of marketing capability in innovation-based competitive strategy. Journal of Strategic Marketing, 11(1), 15–35. https://doi.org/10.1080/0965254032000096766
Wirasmara Kusuma, H., & Azizi, E. (2023). Effective Marketing Training For Msmes With The Concept Of Technopreneur. Abdi Dosen : Jurnal Pengabdian Pada Masyarakat, 7(3), 869. https://doi.org/10.32832/abdidos.v7i3.1925
Yan, E., Wu, J., & Gu, J. (2025). Marketing capability, technology capability and complementor performance: the mediating role of platform network centrality. Chinese Management Studies, 19(1), 23–41. https://doi.org/10.1108/CMS-09-2022-0309
Zahara, Z., Ikhsan, Santi, I. N., & Farid. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business & Management, 10(2). https://doi.org/10.1080/23311975.2023.2204592
Published
2025-10-01
How to Cite
SIERADIANTO ANGELIA, Dinda Ayu; ARDIANSYAH, Angga; MUTTAQIN, Rahmat Bahaul.
The Influence of Technological and Marketing Capabilities on MSME Performance with Organizational Learning as a Mediating Variable.
Klabat Journal of Management, [S.l.], v. 7, n. 1, p. 101-114, oct. 2025.
ISSN 2722-726X.
Available at: <https://ejournal.unklab.ac.id/index.php/kjm/article/view/1359>. Date accessed: 04 oct. 2025.
doi: https://doi.org/10.60090/kjm.v7i1.1359.101-114.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
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