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
lantaskd@gmail.com

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
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 Service Provider
Association, Internet Users Survey
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
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.
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 Capabilities and Business
Performance
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 55% of them are female, so it also implicates the
affect business performance because with an woman empowerment to run their businesses.
excellent marketing capabilities will accelerate
the success of companies to introduce and offer 2. Measurement
their products to the public (Kamboj & Rahman, The analysis method used in this research is
2015). In accordance with the preceding Structural Equation Modelling (SEM). Application
contributions, we offer the following hypothesis: software AMOS 22 (Analysis Moment of
H5. Marketing capabilities significantly influences Structural) is applied for the data processing. The
business performance. measurement used the Likert scale in which ranges
from 1 (absolutely disagree) to 10 (absolutely
F. Methodology agree) based on the questions given. Before
analyzing the data, it needs to conduct a CFA
1. Sample (Confirmatory Factor Analysis) of each construct
This study involved 174 millenial enterpreneur variable on Information Technology (IT), this
who running their online business spreading in variable consists the dimensions of organizational,
several areas on Java Region. The data collecting management of information system, and
technique used is Questionnaire in which a technology (Laudon K & Laudon J, 2006);
simple random sampling method was used to Innovative Enterpreneurial (IE) consists the
determine the respondents. dimensions of a product, process, position, and
paradigm (Tidd and Bessant (2009); Marketing
Table I. Respondent Characteristic Capabilities (MC) contains the dimensions of
Respondent Identity Total of Number Percentage culture, strategy, and tactics (Webster, 1992);
Gender Business Performance (P) consists the dimensions
Male 78 45% of operations, strategy, marketing, and finance
Female 94 55%
(Charlie Gilkey, 2011). The number of samples
Age
which had been analyzed was 174 respondents, of
15-19 7 4%
20-24 105 60%
which it was reduced by 41% of the outlier data
25-29 45 26% based on the Mahalanobis distance, to the value of
> 30 17 10% 0.000 on p1 and p2. The result of the analysis as
Sort of Business explained in Table 2 describes that the CFA model
Food and Beverages 76 44% has been fitted with such conditions as follow:
Fashion 58 33%
Gifts 20 11% Table II. Summary of Confirmatory Factor Analysis
Cosmetics and Skincare 11 6%
Others 9 5% Chi- Prob ≥ CMIN/DF ≤ RMSEA ≤ GFI ≥ AGFI ≥ TLI ≥ CFI≥
Variable df
Length of Business Operation Square 0.05 2.00 0.08 0.90 0.90 0.95 0.90
< 1 year 3 2% IT 4.705 0.319 4 1.176 0.037 0.985 0.945 0.984 0.994
1 - 3 years 131 75% IE 7.606 0.107 4 1.901 0.084 0.978 0.916 0.965 0.986
4 - 6 years 28 16%
MC 0.072 0.965 2 0.036 0.000 1.000 0.999 1.124 1.000
> 6 years 12 7%
Number of Employee P 3.072 0.215 2 1.536 0.064 0.989 0.943 0.989 0.969
2 - 4 people 114 66%
5 - 7 people 32 18% Source : Primary Data Processed
8 - 10 people 11 6%
> 11 people 17 10% Each variable are tested using Confimatory Factor
Source : Primary Data Processed Analysis to show that the data is suitable and
significant to be tested in Full Model Analysis
The table mentioned above can conclude that (SEM). As shown on the table, all of the variables
business target of the respondents is mostly food are fit the standard and significant.
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
Table III. Detail Measurement of Standardized G. Data analysis and result
Factor Loadings, Reliability Tests and Fit Statistics
1. Hypothesis testing
Std. Construct
Based on the result of weight regression
Item Description Factor Reliability
Loadings
analysis, it is stated that whether a hypothesis
Information Technology 0.61 can be accepted or not depends on the
(Gold, Malhotra, & Segars, probability value of each variable. This study
2001) explains that 5 hypotheses have been suggested
Needs of Internet Access 0.62 and 2 of which are accepted (H1 and H2)
Sharing Information amongst 0.62 represented by the significance level of p<0.05.
online community It reveals that Marketing Capabilities
Desire to join virtual business 0.48 insignificantly mediated between information
community technology and innovative enterpreneurial
Innovative Enterpreneurial 0.94 towards business performance. IT and IE have
Hult et al. (2004) no direct influence on business performance
Ability to develop new ideas 0.92 which are represented by the loading factor
Team are capable to create 0.79 only 0.32 and 0.17. Otherwise, implementing
new product MC variable between them indicates that,
Capability to compete against 0.97 technology and innovation encourages
competitors Marketing Capabilities.
Marketing Capabilities 0.66
(Kamboj & Rahman, 2015) Figure 4. Full Model SEM Analysis
Have featured product in 0.70
market
Receive good responses from 0.67
customer
Promoting product through ad 0.50
Business Performance 0.87
(Yunis & Tarhini, 2017)
Gain the Customer 0.62
Satisfaction
Turnover per year increases 0.92
Market share increases 0.96

The loading factor of each construct has fulfilled Table IV. Direct, Indirect and Total Effects of
the required limit (> 0.5). Based on the reliability Latent Variables
construct value of each latent variable of which its Direct Indirect Total
cut off value is 0.6 – 0.7, it can be concluded that Effect on Endogenous Variable
Effect Effect Effect
the statistic model is reliable and fit to continue to
Effect on Marketing Capabilities
the advanced analytics
H1 : Information Technology 0.458 - 0.458
Table IV. Goodness of Fit Statistic H2 : Innovative Enterpreneurial 0.446 - 0.446
CMIN/ Effect on Business Performance
Chi- Prob ≥ RMSEA GFI ≥ AGFI TLI ≥ CFI≥
df DF ≤ H3 : Information Technology 0.324 0.178 0.502
Square 0.05 ≤ 0.08 0.90 ≥ 0.90 0.95 0.90
2.00
H4 : Innovative Enterpreneurial 0.177 0.173 0.350
54.580 0.062 40 1.364 0.060 0.923 0.850 0.958 0.975 H5 : Marketing Capabilities 0.389 - 0.389
Source : Primary data processed.
The value of goodness of fit statistic based on
table above can be concluded that each value are By implementing Marketing Capability as a
fit above the standard except the AGFI value moderator between Information Technology
which below the standard 0.85 ≤ 0.90. If there is and Business Performance, the total effect value
1 value that is less fit according to the standard it is 0.502. This also happen between Innovative
will be tolerated, because the other value are fulfil Enterpreneurial and Business Performance
the other standard requirements of Goodness of within MC as a moderator give 0.350 as the
Fit (Ferdinand, 2014). result. In addition, although adding the MC
variable as a moderator did not give significant
indirect influence towards business
performance.
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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