Fostering Business Resilience Through Business Experience And Marketplace Utilization With The Mediating Role Of Agile Marketing. A Mixed-Method Research. Evidence In Msmes In The Fashion Sub Sector In West Java

This study explores how MSMEs in West Java’s fashion subsector can enhance their resilience. The objective is to examine the effects of business experience and marketplace utilization on business resilience, with agile marketing serving as a mediator. A mixed-method approach was applied, combining qualitative and quantitative analyses. In-depth interviews with selected MSME owners provided nuanced insights, while a questionnaire survey of 96 MSMEs was statistically validated using SMART PLS 4.0. The findings reveal that business experience significantly strengthens agile marketing, which in turn enhances business resilience. Marketplace utilization directly contributes to resilience but does not significantly influence agile marketing. However, agile marketing successfully mediates the effects of both business experience and marketplace utilization on resilience. Overall, the study underscores the importance of agile marketing strategies in enabling MSMEs to remain resilient and competitive in a dynamic market environment.