2025 · International Journal of Economics and Finance Studies
THE MEDIATING ROLE OF DIGITAL CUSTOMER EXPERIENCE ACCENTUATE IN ENHANCING FINANCIAL PERFORMANCE OF B2B MSMES IN INDONESIA AND MALAYSIA
A Sibghatullah, NC Afif, S Zakaria, W Novandari, L Pradisti, J Pardaev
Abstract
This research examined the impact of digitalization practices on sales performance among MSMEs in Indonesia and Malaysia, with specific focus on the mediating role of digital customer experience (DCX). Using structural equation modeling, findings show digitalization has moderate direct impact on sales performance — strengthened when MSMEs integrate customer-centric digital experiences.
What This Means for Your Business
Digital tools alone are not enough. MSMEs that design personalized, responsive customer journeys convert technology investment into measurable sales growth.
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