Entrepreneurial Competence and Digital Literacy in Enhancing Sales Performance: The Moderating Role of Digital Literacy

Conny Conny

doi:10.31004/riggs.v5i2.10879

Authors

Conny Conny Halu Oleo University Kendari

DOI:

https://doi.org/10.31004/riggs.v5i2.10879

Keywords:

Entrepreneurial Competence, Digital Literacy, Sales Performance, Sales Supervisor

Abstract

This study aims to analyze the influence of entrepreneurial competence on sales performance, the influence of digital literacy on sales performance, and the role of digital literacy as a moderation variable in the relationship between entrepreneurial competence and sales performance. The research uses a quantitative approach with a survey method. Data was collected through a structured questionnaire to 113 sales supervisors at consumer goods distribution companies in the Sulawesi region. Respondents were selected because they had responsibilities in managing the sales team, monitoring sales performance, and utilizing digital-based sales and reporting systems. The measurement was carried out using a five-point Likert scale, while the data analysis used Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the help of SmartPLS. The results of the study show that digital literacy has a positive but not significant influence on sales performance. These findings show that digital capabilities have not been directly able to improve sales performance. On the other hand, entrepreneurial competence has been shown to have a positive and significant effect on sales performance, which shows that the ability to recognize opportunities, think strategically, and build business relationships plays an important role in improving sales performance. This study also found that digital literacy plays a significant role as a moderation variable in strengthening the relationship between entrepreneurial competence and sales performance. These findings confirm that entrepreneurial competence will result in higher sales performance if supported by an adequate level of digital literacy. This research provides the implication that companies need to develop entrepreneurial competencies and digital capabilities of salespeople simultaneously to improve the effectiveness of sales performance in an increasingly digitized business environment.

Downloads

Download data is not yet available.

References

[1] S. Habib, N. N. Hamadneh, and A. Hassan, "The relationship between digital marketing, customer engagement, and purchase intention via OTT platforms," Journal of Mathematics, vol. 2022, no. 1, p. 5327626, 2022.

[2] T. Mulla, "Assessing the factors influencing the adoption of over-the-top streaming platforms: A literature review from 2007 to 2021," Telematics and Informatics, vol. 69, p. 101797, 2022.

[3] C. Barker and M. Wiatrowski, The age of Netflix: Critical essays on streaming media, digital delivery and instant access. McFarland, 2017.

[4] C. H. Ong, H. W. Lee, and T. Ramayah, "Impact of brand experience on loyalty," Journal of Hospitality Marketing & Management, vol. 27, no. 7, pp. 755-774, 2018.

[5] A. H. Roslan and T. Rahayuningsih, "E-Service Quality in Mobile Banking and E-Loyalty: Corporate Image Mediation and User Experience Moderation," RIGGS: Journal of Artificial Intelligence and Digital Business, vol. 4, no. 4, pp. 8840-8846, 2026.

[6] N. Nasrul, N. Rommy, I. Hapsari, L. P. Jurumai, and A. H. Roslan, "The Role of Destination Brand Love in Mediating Destination Brand Authenticity on Destination Loyalty," Jurnal Manajemen Industri dan Logistik, vol. 7, no. 2, pp. 295-307, 2023.

[7] Y. W. Lee, H.-C. Moon, and W. Yin, "Innovation process in the business ecosystem: the four cooperations practices in the media platform," Business Process Management Journal, vol. 26, no. 4, pp. 943-971, 2020.

[8] N. Badr, S. Sharaf, and A. A. Mahrous, "Streaming wars: an analysis of the growth and competitive landscape of the subscription video-on-demand services market," EuroMed Journal of Management, vol. 6, no. 1, pp. 23-41, 2024.

[9] K. Yum and J. Kim, "The influence of perceived value, customer satisfaction, and trust on loyalty in entertainment platforms," Applied Sciences, vol. 14, no. 13, p. 5763, 2024.

[10] A. Masse, A. Nurhayati, A. H. Roslan, and N. Supriaddin, "Forging Brand Commitment through Service Quality and Customer Experience: The Moderating Role of Customer Trust," Al-Kharaj: Journal of Islamic Economic and Business, vol. 8, no. 2, 2026.

[11] A. H. Roslan, "Digital Marketing Innovation And Marketing Capability Moderating Effects On Sme Sales Performance," Jurnal Pustaka Cendekia Hukum dan Ilmu Sosial, vol. 3, no. 3, pp. 767-777, 2025.

[12] H. Yusuf and A. Roslan, "Service quality, corporate image, and customer trust: Revealing interconnected dynamics among hotel customers," Journal of Community Service and Society Empowerment, vol. 2, no. 03, pp. 365-373, 2024.

[13] I. Akbar, R. A. Rasyid, and A. H. Roslan, "Auditor Competence and Audit Quality on Organizational Performance: The Moderating Role Of Extrinsic Rewards," Al-Kharaj: Journal of Islamic Economic and Business, vol. 8, no. 2, 2026.

[14] A. A. Soren and S. Chakraborty, "Examining the brand trust and willingness to subscribe to third-party add-on services in over-the-top platforms: a brand trust transfer perspective," Asia Pacific Journal of Marketing and Logistics, vol. 37, no. 5, pp. 1155-1174, 2025.

[15] H. E. Akoglu and O. Özbek, "The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers," Asia pacific journal of marketing and logistics, vol. 34, no. 10, pp. 2130-2148, 2022.

[16] C. M. Bairrada, F. Coelho, and A. Coelho, "Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities," European Journal of Marketing, vol. 52, no. 3-4, pp. 656-682, 2018.

[17] R. Batra, A. Ahuvia, and R. P. Bagozzi, "Brand love," Journal of marketing, vol. 76, no. 2, pp. 1-16, 2012.

[18] M. Santos and W. Schlesinger, "Does age affect love? Exploring the antecedents and outcomes of brand love and the influence of generational cohorts on streaming services," Journal of Marketing Analytics, vol. 14, no. 1, pp. 138-157, 2026.

[19] M. Santos and W. Schlesinger, "When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services," Spanish Journal of Marketing-ESIC, vol. 25, no. 3, pp. 374-391, 2021.

[20] M. Guo, "The impacts of service quality, perceived value, and social influences on video streaming service subscription," International Journal on Media Management, vol. 24, no. 2, pp. 65-86, 2022.

[21] P. Wenzel, I. Mahle, and J. U. Pätzmann, "Streaming services & service design: An analysis of Netflix and Amazon video based on the Gap Model by Parasuraman, Berry & Zeithaml," Markenbrand, no. 5/2016, pp. 20-31, 2016.

[22] F. P. M. Soputan, R. H. Walean, and D. W. Mandagi, "Perceived Value and Pricing as Determinants of Loyalty Intention in Music Streaming Subscription Services: Mediating Role of Customer Satisfaction," Jurnal Economic Resource, vol. 9, no. 1, pp. 2421-2437, 2026.

[23] A. H. Roslan, I. Akbar, N. Supriaddin, and S. Syafitri, "Understanding How Airport Facilities and Positive Emotions Shape Passenger Satisfaction and Travel Intention," Jurnal Mebis (Manajemen dan Bisnis), vol. 11, no. 1, pp. 25-44, 2026.

[24] M. T. Khan, "Customers loyalty: Concept & definition (a review)," International Journal of Information, Business and Management, vol. 5, no. 3, pp. 168-191, 2013.

[25] S. Atulkar, "Brand trust and brand loyalty in mall shoppers," Marketing Intelligence & Planning, vol. 38, no. 5, pp. 559-572, 2020.