THE IMPACT OF INFORMATION TECHNOLOGY AND INNOVATION TO IMPROVE BUSINESS PERFORMANCE THROUGH MARKETING CAPABILITIES IN ONLINE BUSINESSES BY YOUNG GENERATIONS

THE IMPACT OF INFORMATION TECHNOLOGY
AND INNOVATION TO IMPROVE BUSINESS PERFORMANCE
THROUGH MARKETING CAPABILITIES
IN ONLINE BUSINESSES BY YOUNG GENERATIONS
Lanta Khairunisa S
Study Program International Business Management
Semarang State of Polytechnic
[email protected]
Abstract
Fast-paced technology trends along with the existence of Internet have changed the people behaviour
and their perspective to work effectively. This phenomenon also applied by businesspreneurs with their innovation
and marketing competencies to compete in this 4.0 Industrial era. The emergence of many start-up businesses
indicates that technology has developed along with the Internet users in Indonesia which are increasing every
year. Technology and innovation are essentially considered as a resources and marketing strategy due to achieve
the business goals. This research was conducted based on the gap in business performance outcomes because
marketing capabilities were inconclusive. The sample used in this research was 174 respondent who were the
owners of online business in several areas of Java Region. Structural Equation Modelling (SEM) analysis was
used for data analysis with assistance AMOS version 22. The research proved that information technology and
innovation enterpreneurial had positive and significant impact directly on marketing capabilities; information
technology and innovation enterpreneurial had positive and significant impact directly on business performance;
meanwhile marketing capabilites had unsignificant effect on business performance.
Keywords: information technology, innovation enterpreneurial, marketing capabilities, business performance.
A. Introduction
Technological advance in Industrial 4.0 era has
became a challenge and an opportunity to every
businesspreneurs to increase their performances.
In this era of knowledge-based economy,
resources and competencies are expected to be
the crucial factors for business to survive in
dynamic and competitive environment. (Teece,
Pisano, Shuen, 1997). The challenges to face
technological changes are not only for human
resources, but the whole system and work culture
will be directly affected. Over the past three
decades, the research has shown that
organizations initiate business entrepreneurship
to add to their body of knowledge to facilitate
increased revenues (Mcgrath, Venkataraman, &
MacMillan, 1994), improved profitability (Zahra,
1993), enhanced competitiveness (Kuratko,
Covin, & Garrett, 2009), and innovativeness
(Ferreira et al., 2015) as an important potential
growth driver (Burgelman & Doz, 2013. The
rapidly changing business environment has led to
increased reliance on ITs and Internet to attain
and
maintain
competitiveness,
improve
profitability, and succeed in today's dynamic
market (Shamsuzzoha et al., 2012; Stanimirovic,
2015). Furthermore, it has advanced to a context
of business knowledge providing various kinds of
products in the Internet which is called online
business. Online Business is commercial
activities and processes associated with Internet
Based Activities (Godfried. B Williams, 2007),
and the payment system supported by Financial
Technology which integrated with any kind of
Bank in those area.
The digital transformation also has positive
impact to millenials generation who became
enterpreneur and most of them running small and
medium-sized enterprises (SMEs) and identified
to have number of units and number of labor
involved.
This condition is relevant to the perception of
recent knowledge-based economic challenge
issues such as industry 4.0 which emphasizes the
technology and telecommunication advantages to
manage business disruptive phenomena. As
young enterpreneur, they ought to maintain the
innovation to survive in competitiveness and
increase the business outcomes.
Figure 1. Trend of ICT Indicators in Indonesia
2013-2017
simplify the businesses goals to reach markets by
providing business information in real-time and
reaching new market.
Emphasizing a holistic and dynamic framework
linking the use of IT, innovation and business
entrepreneurship to a business's competitiveness
level makes this study useful for millenial
enterpreneurs.
Source : BPS/Statistic-Indonesia, National Economic Survey
Based on Figure 1, it is indicated that the most
rapid development seen in the use of cellular
phones by Indonesian. Percentage of population
using cellular phones was constantly increasing,
up to 2017 it reached 59,59 percent. The growth
of cellular phone usage is followed by the growth
of use of internet in the households reached 57,33
percent. It can be concluded that most of
Indonesian population aware of the ITs role in
their daily life.
Figure 2. Persentation of Internet User categorized
by age 2018
Source : APJII/Indonesia Internet
Association, Internet Users Survey
Service
Provider
Based on Figure 2, it is concluded that the higher
needs of internet mostly are millenial generation
who are 15-29 years old. And the higher
persentation was 91% which dominated by 15-19
years old. The gap between young generation and
old generation user of Internet was significantly
effected by their behavioural activity. This also
implies the opportunities for millenial
enterpreneurs to apply digital marketing system to
reach markets.
Despite scale of business which most of them are
running the SMEs, but through business
development, the role of digital marketing could
In order to obtaining competitive advantages has
turned into one of the main challenges in different
industries. Competitive advantages include a set of
factors or capabilities that always enable the
business to show a better performance from the
other competitors. In the intention of digital
marketing
competition,
businesspreneur
sometimes relieve their core business because of
distraction by the current trend of society. And it
effect to their small-medium business which only
focusing to give bonuses or discount as marketing
strategy, besides it only affects short-term business
performance.
Innovation leads to a change in the processes of
business and it is the main tool for using marketing
strategies in accordance with the customers’s and
the market’s interests, which in its turn, results in
sustainable competitive advantage development.
(Sattari & Mehrabi, 2016). According to Peter F.
Drucker, there is only one liable definition for
business:
creating
customers.
And
entrepreneurship can only be defined based on two
general factors: marketing and innovation.
Innovation is the use of organizational business
properties and qualifications. Innovation processes
lead to the presentation of new products to the
market and creation of value for the businesses
(Kanagal, 2015). Obtaining competitive advantage
is often a function of pioneering in innovative
activities.
B. Research Gap
This paper is conducted based on the research gap
referring to the previous researchers. Several
studies found a significant relationship between
information
technology
and
business
performance. Kelley (1994), Siegel and Griliches
(1992) in Devaraj and Kohli (2003) stated that
some of the results of the study found a positive
influence of information technology on company
performance at the industry level.
Diewert and Smith (1994), Hitt and Brynjoltsson
(1995), Board and Min (1997) in Devaraj and
Kohli (2003) indicate that there is a positive
relationship between technology and business
performance.
Devaraj and Kohli (2003) state that there are
some studies that do not find a significant
relationship between information technology and
company performance. Morrison and Berndt
(1991) in Devaraj and Kohli (2003) find a
negative relationship between information
technology relatedness variables that are
associated with firms performance. In addition,
Berndt and Morrison (1991) and Kohli (2003)
find that there is no significant relationship
between investing in information technology and
firms performance. Research conducted by
Nengah, (2005) also found that information
technology contributes a positive and
insignificant value to the performance of
business processes and competitive dynamics.
Dutta (1999) found The company's high product
development and innovation capability is proven
to have a maximum impact on marketing
performance. Baker and Sinkula (2005), Azizi
(2009) also find that innovation product
capability
is
effected
directly
by
enviropreneurial marketing and have positive
relations towards marketing capabilities.
Meanwhile Aydin (2007) and Ramaswami
(2009) find that product innovation capability is
insignificant towards marketing capabilities.
This paper offers Information Technology (IT)
and Innovative Enterpreneurial (IE) with
Marketing Capabilities (MC) as variabel
intervening which become the novelty concept of
Business Performance. This concept is based on
business knowledge explored from the journals.
The existence of business information such as
product innovation, market research, the used of
ITs, performances and methods of learning
stimulate actions to innovate the products as well
to meet the market demand based on the current
trend.
C. Research Issues
Based on the research background and the
research gap from several previous studies, the
problems in this study are as follows:
1. The complexity of competitive environment
amid the dynamic changes as an outcomes of
technology in 4.0 digital era.
2. Difficult to attain customer loyalty because they
only focused on marketing capabilities which
provide discounts solely.
3. Lack of capital in improving marketing
performance.
4. Low innovation ability which proven by many
businesses sell products with the same concept.
D. Research Model and Hypothesis
The objective of this research is to explore the
model by implementing the new concept which can
mediate the gap between information technology
and business performance (Devaraj and Kohli,
2003) and the gap between innovation and
marketing capabilities Aydin (2007). IT and IE are
developed in order to support marketing
capabilities significantly escalate the business
performance.
Fig. 3 outlines a conceptual research model in
which there is a series of hypotheses suggested as
follow:
Fig. 3 Conceptual Model
E. Literature Review
1. Information Technology and Marketing
Capabilities
This concept defined as the shared IT capabilities
that enable the flow of marketing knowledge in an
business organization to be supported (Gold,
Malhotra, & Segars, 2001). This also include a set
of technological resources, both hardware and
software applications, which support different
utilization characteristics of knowledge and
learning activities (Leonard-Barton, 1995), such
as: online business platform, technologies for
collaborating and distributing product, market
research, digital marketing, social networking,
and support hardware for these technologies.
IT contributes to sustainable competitive
advantage through its interaction with other
resources. Recent literature suggests that
Marketing Capabilities is a process that plays an
important role in enhancing a business
performance and competitive advantage (Lei et
al., 1996) and which may benefit from the
judicious application of IT.
In accordance with this statement, therefore we
propose the following hypothesis:
H1. Information technology significantly
influences marketing capabilities as a business
process.
2. Innovation Enterpreneurial and Marketing
Capabilities
Hult et al. (2004), stated that a new products or
services, a new production process, a new
structure or administrative system that can be
classified as an innovation while Saunila et al.
(2013) stated that the determinants influencing
an organization’s capability to manage
innovation capability is one of the definition to
describe innovation capability. The most crucial
part for the business to success is the businesses
capability to produce innovation (Saulina et al.
2013) According to Silva et al. (2012), there are
multiple factors to determine innovation
capability that varies from firm to another firm.
Entrepreneurial innovation related to a positive
relationship with marketing capabilities
consisting of the dimensions of innovation,
proactivity, and risk taking by company
management, then marketing capabilities
contribute to analyzing and controlling the
market, providing better prices, providing
product and service development (Santos &
Marinho , 2018). Business that could innovate
better will implement a unique marketing
capability (Weerawardena, 2003) which it will
be their competitive advantages. Therefore the
following hypothesis is proposed:
H2: Innovation Enterpreneurial significantly
influences marketing capabilities.
3. Information Technology and Business
Performance
Firm-level studies provide evidence of the
benefits of IT use (Brynjolfsson & Saunders,
2010). IT helps business gain market share and
raise overall productivity (Bayo-Moriones &
Lera-López, 2007; Cardona, Kretschmer, &
Strobel, 2013; Tran, Zhang, Sun, & Huang,
2014). Moreover, IT may help business to
introduce new products and services, be more
customer oriented, and give better and faster
respond to market (Hall, Lotti, & Mairesse,
2013; Koellinger, 2008). In addition, the use of
IT may contribute to efficiency in operations and
inventory management as well as to the
integration of activities and thus lead to
productivity improvement (Igun, 2014; Liao,
Tseng, & Ho, 2015). IT by itself cannot
contribute
to
significant
performance
improvement or sustainable competitive
advantage if organizational resources and work
processes are not improved or changed to enable
IT to promote organizational performance
(Brynjolfsson & Saunders, 2010; Koellinger,
2008). Thus, in conformity with the dynamics
capabilities view of the business, IT contributes
to enhance through its innovative use and
application. Hence, we posit the following
hypotheses:
H3. Information technology significantly
influences business performance.
4. Innovative Enterpreneurial and Business
Performance
Soininen, et al. (2013) considers how the attitudes
of entrepreneurs who pay attention to
development and challenges of a business’s life
are the determining factors of an entrepreneurial
innovation. Entrepreneurial orientation emerged
as a multidimensional concept of enterprise level
in the entrepreneurship literature and strategic
management. Therefore, (Altinay & Wang, 2011)
argues that Enterpreneurial Orientation can be an
important indicator in an organizational structure
and has the ability or potential to compete with
competitors. Entrepreneurial orientation that
contains innovation, courage to take risks, and
proactiveness can improve business performance
(Kantur,
2016).
Each
dimension
of
entrepreneurial orientation has its own role, both
from the proactive, risk-taking and innovative
dimensions to influence business performance.
(Rezaei & Ortt, 2018). Business performance can
be achieved by the behavior of managers who
have innovative traits (Kocak, Carsrud, &
Oflazoglu, 2017). Participation in a group that can
produce better innovation will have a high impact
on business performance in an industrial context
(Oltra, Flor, & Alfaro, 2018). A conducive
corporate environment will encourage greater
innovation so that business performance will be
better (Chadee & Roxas, 2013). All of the above
arguments lead us to the following hypothesis:
H4. Innovation Enterpreneurial significantly
influences business performance.
5. Marketing
Performance
Capabilities
and
Business
Marketing capability is effective in improving
business performance (Yu & Ramanathan, 2016).
To determine the objectives and satisfactory
results of business performance, managers need to
consider marketing capabilities that will be used
such as determining products, prices, places, and
promotions appropriately to support business
performance (Kamboj & Rahman, 2015). A good
businesspreneurs must develop marketing
capability first so the products and services which
provided can be superior to its competitors (Tan &
Sousa, 2015). According to the study of Moore &
Fairhurst (2003), marketing capability which is
increasingly differentiated will affect better
performance. Marketing capabilities greatly
affect business performance because with an
excellent marketing capabilities will accelerate
the success of companies to introduce and offer
their products to the public (Kamboj & Rahman,
2015). In accordance with the preceding
contributions, we offer the following hypothesis:
H5. Marketing capabilities significantly influences
business performance.
F. Methodology
1. Sample
This study involved 174 millenial enterpreneur
who running their online business spreading in
several areas on Java Region. The data collecting
technique used is Questionnaire in which a
simple random sampling method was used to
determine the respondents.
Table I. Respondent Characteristic
Respondent Identity
Total of Number Percentage
Gender
Male
78
45%
Female
94
55%
Age
15-19
7
4%
20-24
105
60%
25-29
45
26%
> 30
17
10%
Sort of Business
Food and Beverages
76
44%
Fashion
58
33%
Gifts
20
11%
Cosmetics and Skincare
11
6%
Others
9
5%
Length of Business Operation
< 1 year
3
2%
1 - 3 years
131
75%
4 - 6 years
28
16%
> 6 years
12
7%
Number of Employee
2 - 4 people
114
66%
5 - 7 people
32
18%
8 - 10 people
11
6%
> 11 people
17
10%
Source : Primary Data Processed
The table mentioned above can conclude that
business target of the respondents is mostly food
and beverages (44%), fashion (33%), gifts (11%),
cosmetics and skincare (6%), and others (5%).
Most of respondents are on 20-24 years old, and
mostly they have been operating their business
since 1-3 years ago. Despite their young ages, it is
definitely impressive since they have number of
employees only low-level education. However,
they could afford to compete with the competitors
to reach larger market. In addition, it reveals that
55% of them are female, so it also implicates the
woman empowerment to run their businesses.
2. Measurement
The analysis method used in this research is
Structural Equation Modelling (SEM). Application
software AMOS 22 (Analysis Moment of
Structural) is applied for the data processing. The
measurement used the Likert scale in which ranges
from 1 (absolutely disagree) to 10 (absolutely
agree) based on the questions given. Before
analyzing the data, it needs to conduct a CFA
(Confirmatory Factor Analysis) of each construct
variable on Information Technology (IT), this
variable consists the dimensions of organizational,
management of information system, and
technology (Laudon K & Laudon J, 2006);
Innovative Enterpreneurial (IE) consists the
dimensions of a product, process, position, and
paradigm (Tidd and Bessant (2009); Marketing
Capabilities (MC) contains the dimensions of
culture, strategy, and tactics (Webster, 1992);
Business Performance (P) consists the dimensions
of operations, strategy, marketing, and finance
(Charlie Gilkey, 2011). The number of samples
which had been analyzed was 174 respondents, of
which it was reduced by 41% of the outlier data
based on the Mahalanobis distance, to the value of
0.000 on p1 and p2. The result of the analysis as
explained in Table 2 describes that the CFA model
has been fitted with such conditions as follow:
Table II. Summary of Confirmatory Factor Analysis
Variable
ChiSquare
Prob ≥
0.05
df
CMIN/DF ≤ RMSEA ≤ GFI ≥ AGFI ≥ TLI ≥ CFI≥
2.00
0.08
0.90
0.90
0.95 0.90
IT
4.705
0.319
4
1.176
0.037
0.985
0.945
0.984 0.994
IE
7.606
0.107
4
1.901
0.084
0.978
0.916
0.965 0.986
MC
0.072
0.965
2
0.036
0.000
1.000
0.999
1.124 1.000
P
3.072
0.215
2
1.536
0.064
0.989
0.943
0.989 0.969
Source : Primary Data Processed
Each variable are tested using Confimatory Factor
Analysis to show that the data is suitable and
significant to be tested in Full Model Analysis
(SEM). As shown on the table, all of the variables
are fit the standard and significant.
Table III. Detail Measurement of Standardized
Factor Loadings, Reliability Tests and Fit Statistics
Std.
Factor
Loadings
Item Description
Information Technology
(Gold, Malhotra, & Segars,
2001)
Needs of Internet Access
Construct
Reliability
0.61
0.62
Sharing Information amongst
online community
Desire to join virtual business
community
Innovative Enterpreneurial
Hult et al. (2004)
Ability to develop new ideas
0.62
Team are capable to create
new product
Capability to compete against
competitors
Marketing Capabilities
(Kamboj & Rahman, 2015)
Have featured product in
market
Receive good responses from
customer
Promoting product through ad
0.79
0.48
0.94
0.92
0.97
0.66
G. Data analysis and result
1. Hypothesis testing
Based on the result of weight regression
analysis, it is stated that whether a hypothesis
can be accepted or not depends on the
probability value of each variable. This study
explains that 5 hypotheses have been suggested
and 2 of which are accepted (H1 and H2)
represented by the significance level of p<0.05.
It reveals that Marketing Capabilities
insignificantly mediated between information
technology and innovative enterpreneurial
towards business performance. IT and IE have
no direct influence on business performance
which are represented by the loading factor
only 0.32 and 0.17. Otherwise, implementing
MC variable between them indicates that,
technology and innovation encourages
Marketing Capabilities.
Figure 4. Full Model SEM Analysis
0.70
0.67
0.50
Business Performance
(Yunis & Tarhini, 2017)
Gain the Customer
Satisfaction
Turnover per year increases
0.87
0.62
Market share increases
0.96
0.92
The loading factor of each construct has fulfilled
the required limit (> 0.5). Based on the reliability
construct value of each latent variable of which its
cut off value is 0.6 – 0.7, it can be concluded that
the statistic model is reliable and fit to continue to
the advanced analytics
Table IV. Direct, Indirect and Total Effects of
Latent Variables
H1 : Information Technology
0.458
-
0.458
Table IV. Goodness of Fit Statistic
H2 : Innovative Enterpreneurial
0.446
-
0.446
H3 : Information Technology
0.324
0.178
0.502
H4 : Innovative Enterpreneurial
0.177
0.173
0.350
H5 : Marketing Capabilities
0.389
-
0.389
Chi- Prob ≥
Square 0.05
df
54.580 0.062 40
CMIN/
RMSEA GFI ≥ AGFI TLI ≥ CFI≥
DF ≤
≤ 0.08 0.90 ≥ 0.90 0.95 0.90
2.00
1.364
0.060 0.923 0.850 0.958 0.975
Direct
Effect
Effect on Endogenous Variable
Indirect
Effect
Effect on Marketing Capabilities
Effect on Business Performance
Source : Primary data processed.
The value of goodness of fit statistic based on
table above can be concluded that each value are
fit above the standard except the AGFI value
which below the standard 0.85 ≤ 0.90. If there is
1 value that is less fit according to the standard it
will be tolerated, because the other value are fulfil
the other standard requirements of Goodness of
Fit (Ferdinand, 2014).
Total
Effect
By implementing Marketing Capability as a
moderator between Information Technology
and Business Performance, the total effect value
is 0.502. This also happen between Innovative
Enterpreneurial and Business Performance
within MC as a moderator give 0.350 as the
result. In addition, although adding the MC
variable as a moderator did not give significant
indirect
influence
performance.
towards
business
2. Discussion
This analysis concludes that Hypothesis 1 is
accepted. It indicates that information
technology
considerably
influences
marketing capability. Technology has
important role to obtain the marketing
strategy
effective
and
efficiently.
Management Information System also
allowed to share data and information from
any community business which it will helps
any firms or online business to get more
knowledge
about
market
research,
information about products, networking,
pricing strategy, reach the potential markets
also always connected in real-time with
customers faster and easier by social media or
online business platform. This condition will
enable a firm to fulfil their market demand
and build the mutually beneficial
relationship. IT contributes to sustainable
competitive advantage through its interaction
with other resources. The shared IT
capabilities will enable the flow of marketing
capability to support the business
performance (Gold, Malhotra, & Segars,
2001)
Hypothesis 2 is accepted. It indicates that
innovative enterpreneurial considerably
influences marketing capabilities. It explains
that if a firm optimizes their capability to
innovate new product and have a position to
compete against competitor, it would gain
advantages in approach market targets. In
addition, innovation is used to differentiate
product against other competitor. The
original idea to create something new will
attract potential market.
Meanwhile, Hypothesis 3 is rejected. It
shows that the direct relations between
Information technology and business
performance is not significant. Virtual
business community is not the only way to
share an information in order to upgrade the
performance. Social media is connecting
every people across the nation, but it don’t
guarantee that every people are interested to
be their market target
Hypothesis 4 also rejected. It explains that
innovation enterpreneurial has no significant
influence on business performance. The
ability to innovate is only owned by creative
people. Each individual have to be motivated
to take a step forward compared to the other.
The emergence of individual spirit at work
generally occurs along with a sense of relief by
which each individual can deliver innovative
ideas dealing with solving the problems or
issues the firm encountered.
Hypothesis 5 is rejected. It indicates that the
direct relations between
marketing
capabilities and business performance has no
significant influence. Marketing strategy
sometimes only focused to give bonuses and
discount to the customer without considering
the
long-term
effects
for
business
performance. The way of promoting product
needs to be upgraded continously in order to
help individuals encourage their business
performance.
H. Conclusion and Implication
According to the purpose of this study which
is exploring current conceptual model in order
to mediate a research gap between information
technology and business performance also
between
innovation
and
marketing
capabilities, it can be concluded that the
influence of information technology and
innovation enterpreneurial on marketing
capability
is
encouraging
individual
motivation and knowledge so it will helps to
accelerate their performance to explore the
creative and innovative ideas in order to
support the business development. The
technology-based social media has been
recently highlighted as a means of
communication
to
broaden
business
networking. The young enterpreneurs have to
take this opportunity to compete and win
against competitors.
I. Limitation and Future Analysis
The conclusion and implication of this study
has some limitations which could be
considered as matters to be reviewed such as
follows :
(a) this research only presented 174
respondents as the sample which were
collected randomly;
(b) Goodness of fit on structural SEM model
indicates the value of Adjusted goodness of fit
0.850 which cannot fulfil the cut off value of
0.9, even though some researchers considered
that it was acceptable.
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