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All Journal Dinasti International Journal of Education Management and Social Science Jurnal Locus Penelitian dan Pengabdian
Desma Erica Maryati Manik
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya, Indonesia
Aerospace Engineering Automotive Engineering Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Mathematics

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Digital Marketing Transformation in SMEs: Its Impact on Competitive Advantage Desma Erica Maryati Manik; Sri Rezeki; Elisabeth Nainggolan; Susan Nainggolan
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i4.6733

Abstract

This study aims to examine the impact of digital marketing transformation on the competitive advantage of small and medium-sized enterprises, with digital capability and customer engagement as supporting constructs, with marketing managerial competence as a mediating variable and digital marketing capability as a moderating variable. A quantitative approach with an explanatory research design was employed. Data were collected from MSME owners and managers using a structured questionnaire and analyzed using SEM-PLS. The findings reveal that market orientation and product differentiation have a positive and significant effect on marketing managerial competence, while marketing innovation does not show a significant effect. Product differentiation is identified as the most dominant factor influencing managerial competence. Furthermore, marketing managerial competence and digital marketing capability significantly enhance MSME marketing performance. In terms of indirect effects, marketing managerial competence mediates the relationship between product differentiation and marketing performance but does not mediate the effects of market orientation and marketing innovation. The moderating role of digital marketing capability is not supported, indicating that it functions primarily as a direct determinant of performance. This study contributes to the integration of competitive strategy and resource-based perspectives in explaining MSME performance. The findings highlight the importance of strengthening managerial competence and product differentiation as key drivers of sustainable marketing performance in MSMEs.
Pengaruh Promosi dan Kepercayaan Konsumen terhadap Keputusan Pembelian pada Usaha Dagang Deni Motor Edison Simamora; Sri Rezeki; Desma Erica Maryati Manik; Isra Rafika Sihombing; Dian Setyorini
Jurnal Locus Penelitian dan Pengabdian Vol. 5 No. 6 (2026): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v5i6.5782

Abstract

Penurunan efektivitas kegiatan promosi dan berkurangnya kepercayaan konsumen, yang dipicu oleh ketatnya persaingan di industri perdagangan sepeda motor, memberikan dampak nyata terhadap keputusan pembelian di Usaha Dagang Deni Motor. Oleh karena itu, penelitian ini dilakukan dengan tujuan untuk menguji bagaimana promosi dan tingkat kepercayaan konsumen memengaruhi keputusan pembelian di tempat usaha tersebut. Sebanyak 130 responden telah berpartisipasi dalam penelitian kuantitatif ini melalui teknik pengambilan sampel kebetulan atau accidental sampling. Informasi dan data dikumpulkan melalui kuesioner dengan pengukuran skala Likert, yang selanjutnya dianalisis dengan alat statistik regresi linier berganda. Temuan penelitian mengungkapkan bahwa baik secara individu maupun bersama-sama, variabel promosi dan kepercayaan konsumen memiliki pengaruh yang signifikan terhadap keputusan pembelian. Berdasarkan nilai koefisien determinasi (R²) yang mencapai 0,976, dapat disimpulkan bahwa 97,6% variabilitas keputusan pembelian dipengaruhi oleh kedua faktor tersebut, dengan kepercayaan konsumen memberikan kontribusi yang sedikit lebih dominan dibandingkan promosi. Maka dari itu, pembenahan pada strategi pemasaran yang efektif serta penguatan rasa percaya pelanggan merupakan kunci utama untuk meningkatkan keputusan pembelian pada Usaha Dagang Deni Motor.
Co-Authors Dian Setyorini Edison Simamora Elisabeth Nainggolan Isra Rafika Sihombing Sri Rezeki Susan Nainggolan