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Design and Evaluation of Geo-Marketing Enabled CMS E-Catalog Platform for Improving Digital Competitiveness of SMEs
Abstract
Digital transformation has become a global phenomenon, reshaping how organizations operate and create value. In Indonesia, the digitalization of micro, small, and medium enterprises (MSMEs) is a national priority in post-pandemic economic recovery and in boosting global competitiveness. However, despite various government initiatives, the majority of MSMEs still rely on social media for promotion and have yet to adopt integrated digital systems such as Content Management Systems (CMS) and geo-marketing strategies. This study aims to analyze the influence of CMS-based e-catalog platform adoption and geo-marketing implementation on the digital competitiveness of MSMEs, particularly in Central Java. Using a quantitative explanatory approach, data were collected from 200 MSMEs that have utilized digital platforms and location-based strategies. The analysis employed Partial Least Squares–Structural Equation Modeling (PLS-SEM). Results revealed that CMS-Based E-Catalog Platform Adoption, Geo-Marketing and Location-Based Services, and Platform Satisfaction have significant positive effects on the digital competitiveness of MSMEs. The structural model demonstrated satisfactory reliability, validity, predictive relevance, and overall model fit based on R², Q², and Goodness-of-Fit (GoF) assessments. The study also confirmed the robustness of the structural model through reliability, validity, R², Q², and Goodness of Fit (GoF) assessments. The findings underscore the importance of user-centric and location-aware strategies in supporting MSME digital transformation and recommend a holistic, capability-oriented framework for sustainable competitive advantage.
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DOI: https://doi.org/10.47738/jads.v7i4.1552
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