EMPOWERING COASTAL SMES TO STRENGTHEN SUSTAINABLE DESTINATION IMAGE: A SOCIAL AND CULTURAL PERSPECTIVE IN COASTAL COMMUNITIES Aldina Shiratina, Adnan Rajak
Management Department, Faculty of Economic and Business, Universitas Mercubuana
Abstract
Coastal communities in Indonesia play an essential social, cultural, and economic role, particularly in the development of halal creative industries such as Muslim fashion. Coastal SMEs function not only as economic actors but also as cultural agents shaping the identity and destination image of coastal cities. However, digital disruption, environmental pressures, and market competition demand enhanced digital capabilities and knowledge management practices. This study examines the influence of digital marketing and knowledge management on the business performance of coastal Muslim fashion SMEs, with entrepreneurial marketing as a mediating variable. A quantitative approach with a descriptive-verificative design was employed, and data were analyzed using SEM-PLS with SmartPLS 4.0. The findings indicate that digital marketing and knowledge management significantly affect entrepreneurial marketing and business performance, both directly and through mediation. These results highlight the importance of digitalization, knowledge-sharing systems, and entrepreneurial practices in strengthening the position of SMEs as cultural actors and contributors to sustainable destination image.
Keywords: Coastal SMEs- Destination Image- Digital Marketing- Knowledge Management- Entrepreneurial Marketing- Social and Cultural Perspective.
Topic: Governance, Policy, and Education of Coastal Area
