The impact of changes in online marketing information systems for business products

Abstract

This study examines the rapid evolution of information technology and digital transformation, particularly the challenges faced by small and medium enterprises (SMEs) in adapting to these dynamic technological changes which are critical to modern business operations. The study highlights the problem of limited utilization of digital media technology by SME managers as a promotional tool for market expansion. A quantitative analysis was conducted using structural equation modeling (SEM) based on Partial Least Squares (PLS) version 4.0. The study employed a simple random sampling technique with 421 participants. The findings indicate that business managers and technology play a significant role in change management. However, digital entrepreneurship and OMISBP do not have a direct impact. Additionally, OMISBP is not as a mediating variable, whereas technology serves as a partial mediator. From a theoretical perspective, the study identifies technology and OMISBP as crucial for SMEs. However, additional factors must address rapid technological changes and adaptation theories. In terms of practical implications, enhancing digital entrepreneurship transformation through online product marketing information system applications can help SMEs expand their market reach while improving marketing and operational efficiency.