Development of a Consumer Behavior-Based Digital Marketing Model to Improve Tourism SME Performance in Kupang City

Digital marketing has become increasingly important for tourism small and medium-sized enterprises, yet its contribution to business performance may depend on how consumers respond to digital marketing activities. This study aims to examine the effects of digital marketing on consumer behavior and tourism small and medium-sized enterprise performance, as well as the mediating role of consumer behavior in Kupang City. A quantitative explanatory survey was conducted using structured questionnaires and analyzed using partial least squares structural equation modeling. The study involved 33 tourism small and medium-sized enterprise actors and 180 consumers selected through purposive sampling. The results show that digital marketing has a positive and significant effect on consumer behavior and small and medium-sized enterprise performance. Consumer behavior also has a positive and significant effect on small and medium-sized enterprise performance. Furthermore, consumer behavior significantly mediates the relationship between digital marketing and small and medium-sized enterprise performance, indicating complementary mediation. These findings suggest that digital marketing contributes to tourism small and medium-sized enterprise performance both directly and through consumer responses. The contribution of this study lies in integrating digital marketing, consumer behavior, and small and medium-sized enterprise performance within a single empirical model in the tourism context.