Citation:

Rita Meiriyanti, Prianka Ratri Nastiti. "Measuring the Role of Intellectual Capital, Innovation and Digital Marketing Adoption in Improving Financial Performance" International Research Journal of Economics and Management Studies, Vol. 4, No. 7, pp. 16-21, 2025.

Abstract:

This research aims to analyze the role of Intellectual Capital, innovation and digital marketing adoption in improving the financial performance of Fashion MSMEs in Semarang City. This study uses a quantitative approach. The data used is primary data collected through questionnaires distributed to 150 SMEs. Of this number, only 130 questionnaires were collected. The data analysis technique used is Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of this research show that Intellectual Capital, innovation, and digital marketing adoption have a significant influence on the financial performance of Fashion MSMEs. Intellectual capital has been proven to be a key factor in improving financial performance. Innovation has a positive and significant effect on the financial performance of Fashion MSMEs. Plays an important role in advancing the financial performance of Fashion MSMEs. Innovations in products, production processes, and marketing strategies enable companies to remain relevant and competitive in dynamic markets. The adoption of digital marketing has a significant positive impact on the financial performance of Fashion MSMEs. By utilizing digital platforms such as social media, SEO and e-commerce, Fashion MSMEs can reach a wider audience and increase brand awareness more effectively and efficiently.

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Keywords:

Intellectual Capital, Digital Marketing Adoption, Innovation, Financial Performance, MSMEs Fashion.