Human–Technology Symbiosis Linking Digitalization and Marketing 5.0 for Responsible MSME Transformation

Syaifuddin; Taufiq Ramdani

doi:10.15408/etk.v25i2.50439

Authors

Syaifuddin Universitas Sebelas April Sumedang https://orcid.org/0009-0004-3629-1679
Taufiq Ramdani Universitas Mataram

DOI:

https://doi.org/10.15408/etk.v25i2.50439

Keywords:

Responsible business transformation, human-technology symbiosis, human-centric orientation, Marketing 5.0, digitalisation

Abstract

Research Originality: This study examines how digitalization and Marketing 5.0 influence responsible business transformation in MSMEs. The novelty of this study lies in positioning human–technology symbiosis as the main mechanism linking digitalization and responsible transformation.

Research Objectives: This study aims to examine how digitalization and Marketing 5.0 influence responsible business transformation through human-centric orientation and human–technology symbiosis in MSMEs.

Research Method: A quantitative explanatory approach was employed using survey data collected from 200 MSME owners and managers in Indonesia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).

Empirical Results: The findings reveal that digitalization and Marketing 5.0 significantly strengthen human-centric orientation and human–technology symbiosis. However, human-centric orientation does not significantly affect responsible business transformation. In contrast, human–technology symbiosis has a strong positive effect and significantly mediates the relationship between digitalization, Marketing 5.0, and responsible transformation. These findings indicate that responsible transformation depends more on effectively integrating technology with human judgment than on value orientation alone.

Implications: This study implies that MSMEs and policymakers should strengthen human–technology collaboration, digital capability, and responsible data governance to support ethical, accountable, and sustainable business transformation.

JEL Classification: M31, O33, L26

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