Andriani, R., Heirunissa, H., Harun, M., & Herlan, H. (2025).

DynamicManagement Journal, 9(2),481–501.

https://doi.org/10.31000/dmj.v9i2.13862

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This article proposes a conceptual model integrating brand reputation, influencer marketing, organizational agility, and strategic leadership to explain business performance, particularly for Indonesian SMEs. Through a systematic literature review of sources indexed in Scopus, Google Scholar, and SINTA, the authors argue that brand reputation and influencer marketing positively influence organizational agility, which mediates business performance by enhancing responsiveness and efficiency.

Brand reputation is positioned as a strategic intangible asset that shapes consumer trust and loyalty, directly affecting purchasing decisions. Studies cited show that reputation increases purchase intention by 25% and retention rates by 23%. Influencer marketing is highlighted as an effective tool for shaping consumer perceptions, especially when influencer credibility, authenticity, and alignment with brand values are strong. However, the authors also caution about risks, such as controversies arising from influencer misbehavior, which can harm brand equity.

Organizational agility—defined as adaptability in dynamic markets—is framed as the critical link between external branding strategies and internal performance outcomes. Strategic leadership moderates this relationship by leveraging market dynamics, fostering innovation, and ensuring cultural alignment. Leaders with high strategic orientation enhance agility’s impact, particularly in digital transformation contexts.

The study contributes by offering a holistic model that captures both external market-facing strategies and internal capabilities. It emphasizes the ethical application of influencer marketing and robust leadership as drivers of sustainable competitive advantage. While conceptual, the model provides a strong foundation for future empirical testing in emerging markets.