Digital Marketing and Strategic Planning as Drivers of Organizational Performance: The Mediating Role of Marketing Agility and the Moderating Role of Crisis Management

Small, and Medium Enterprises ( SMEs) are considered the engine of employment and economic growth; however, in the Fourth Industrial Revolution, they are increasingly required to become digital and resilient. This research examines the influence of digital marketing and strategic planning on organizational performance with marketing agility as a mediator and crisis management as a moderator, and uses a descriptive quantitative design with 280 respondents in the food sector SMEs, testing the hypotheses using Smart-PLS.. The findings show that both digital marketing and strategic planning have strong positive effects on organizational performance; marketing agility partially mediates these relationships; and crisis management enhances the effect of marketing agility on organizational performance under turbulent conditions. Therefore, it becomes imperative that SMEs employ digital marketing and strategic planning, develop agility, and integrate crisis management capabilities to maintain performance in the face of volatility. .