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All Journal JURNAL ECONOMINA
Kembara Sopather
Universitas Palangka Raya, Indonesia
Economics, Econometrics & Finance

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The Mediating Role of Competitive Advantage in the Effects of Digital Marketing and Product Innovation on the Marketing Performance of MSMEs in Kotawaringin Timur Doni Aprianto; Vivy Kristinae; Peridawaty; Kembara Sopather
JURNAL ECONOMINA Vol. 5 No. 9 (2026): JURNAL ECONOMINA, September 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i9.4419

Abstract

This study examines the effects of digital marketing and product innovation on the marketing performance of kerupuk and amplang MSMEs in Kotawaringin Timur Regency, with competitive advantage as a mediating variable. A quantitative cross-sectional survey design was employed, involving 120 MSME owners or managers selected through purposive sampling. The instrument comprised 20 indicators measured on a five-point Likert scale, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The simulated structural model indicates that all direct effects are positive and statistically significant: digital marketing and product innovation on competitive advantage; digital marketing and product innovation on marketing performance; and competitive advantage on marketing performance. The indirect-effect analysis shows that competitive advantage significantly mediates the effect of digital marketing on marketing performance, whereas its mediating role in the relationship between product innovation and marketing performance is not statistically significant. These findings suggest that digital marketing should be managed as a strategic capability that creates visible differentiation and superior customer value, while product innovation may enhance marketing performance directly without necessarily operating through competitive advantage
Co-Authors Doni Aprianto Peridawaty Vivy Kristinae