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All Journal Surya Teknika: Jurnal Ilmiah Teknik Mesin Dinamika Surya Teknika: Jurnal Ilmiah Teknik Mesin
Novianto, Rizki
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Aerospace Engineering Automotive Engineering Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences Transportation

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Journal : Dinamika

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PERAN TRANSFORMASI DIGITAL DAN ORIENTASI PASAR DALAM MEMPENGARUHI KEUNGGULAN BERSAING DAN KINERJA PEMASARAN UMKM Kusumo, Haryo; Achmad Solechan; Susatyono, Jarot Dian; Andriana, Myra; Novianto, Rizki
Dinamika: Jurnal Manajemen Sosial Ekonomi Vol. 4 No. 2 (2024): DINAMIKA : Jurnal Manajemen Sosial Ekonomi
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/6fhbdq11

Abstract

This study aims to examine the influence of digital transformation and market orientation on the marketing performance of MSMEs, with competitive advantage as an intermediary, in MSMEs in Semarang Regency. The sample of this study consists of 70 MSMEs selected through purposive sampling, based on the following criteria: MSMEs that use digital marketing, have been operating for at least 2 years, and are willing to complete the questionnaire. Data were collected through questionnaires and analyzed using SmartPLS software. The results of the study indicate that digital transformation and market orientation significantly enhance the competitive advantage of MSMEs. Additionally, digital transformation, market orientation, and competitive advantage have a positive and significant impact on the marketing performance of MSMEs. Competitive advantage is proven to mediate the influence of digital transformation and market orientation on the marketing performance of MSMEs.
Co-Authors Achmad Solechan Andriana, Myra Hermawan, Setiyo Kusumo, Haryo Susatyono, Jarot Dian