The role of Tri Hita Karana-based business strategy and digital marketing to improve sustainable business performance

Abstract

This study aims to explain the role of Tri Hita Karana-based business strategies and digital marketing strategies in improving sustainable business performance. The population of this study was traditional tai-weaving SMEs in Bali. The sample size was 195 managers of traditional tie weaving SMEs with a purposive sampling method. The analysis technique used is Path Analysis using SEM-PLS. The results show that government and environmental orientation had a positive and significant effect on sustainable business performance, while digital orientation had no significant effect on sustainable business performance. Environmental orientation had a positive and significant effect on Tri Hita Karana's business strategy, and environmental orientation had an insignificant effect on digital marketing strategy. Furthermore, Tri Hita Karana's business and digital marketing strategies positively and significantly affected sustainable business performance. Therefore, it is essential for traditional tai-weaving SMEs in Bali to intensify the implementation of Tri Hita Karana and digital marketing strategies to improve sustainable business performance.