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All Journal Jurnal Teknobisnis IJCAS (International Journal of Creative and Arts Studies) AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat JURNAL DIVERSITA International Journal of Supply Chain Management Share : Journal of Service Learning PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat EKUITAS (Jurnal Ekonomi dan Keuangan) MABIS: Manajemen dan Bisnis Media Karya Kesehatan International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Pengabdian Masyarakat IPTEKS Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Community Engagement and Emergence Journal (CEEJ) Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis Budimas : Jurnal Pengabdian Masyarakat Jurnal Ilmu Manajemen Terapan (JIMT) ABDI MOESTOPO: Jurnal Pengabdian pada Masyarakat ETNIK : Jurnal Ekonomi dan Teknik Eduvest - Journal of Universal Studies Journal of Economics and Management Scienties
J.E. Sutanto
Universitas Ciputra Surabaya
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering Medicine & Pharmacology Neuroscience Nursing Public Health Social Sciences Transportation Other

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THE IMPACT OF MARKETING STRATEGY, PRODUCT INNOVATION, AND DIGITAL LITERACY ON IMPROVING THE PERFORMANCE OF SMEs IN PALANGKARAYA CITY WITH COMPETITIVE ADVANTAGE AS A MEDIATION VARIABLE I Made Irham Muhammad; J.E. Sutanto
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10i2.20368

Abstract

Most SMEs in Palangkaraya City still rely heavily on traditional marketing methods. This situation indicates that most SMEs have not yet been able to adapt to developments in modern marketing technology, resulting in limited competitiveness, low market penetration, and slow business growth compared to businesses in other regions. The objective of this study is to examine the influence of marketing strategies, product innovation, digital literacy, and competitive advantage on SME performance, as well as to determine the influence of marketing strategies, product innovation, and digital literacy on SME performance through competitive advantage as a mediating variable. This study includes a sample of 230 SMEs in Palangkaraya City across the handicrafts, food and beverages, and retail sectors. The research method used is quantitative, employing Partial Least Squares. The findings indicate that marketing strategies, product innovation, digital literacy, and competitive advantage have a significant and positive impact on SME performance; furthermore, competitive advantage mediates the relationship between marketing strategies, product innovation, and digital literacy and SME performance.
Co-Authors Adityo Tri Wicaksono Amelia Almira Anna Baroroh, Badik Arya Asraf Danarkusuma Bagus Yossy Harnawan Baswara Yua Kristama Caecillia Hartatdji Charly Hongdiyanto Chelsea Jeffriani Gunawan Christian Yohandoyo Christina Whidya Utami Clarensia Sharlyn Wijaya Clyde Morita Halim Damelina B. Tambunan David Sukardi Kodrat Dicky Junartha Wirawan Eko Budi Santoso Eric Harianto Evan Tanadi Farida Pulansari Feliciana Sulimto Felisa Amelia Candra Fiktor Tandi Pasapan Florensia Vivin Ardisa Gervasius Herry Purwoko Gladys Rebecca Hana Faizah Fadilah Hardianto Kusuma Hardiawan Wicaksono Hari Minantyo Hermeindito Hermeindito I Made Irham Muhammad Intan Suksma Dewi Jessica Laurentia Jimmy Indomora Kezia Caroline Livia Putri Kusuma Liya Dwi Ernawati M Sobih Almuayyat M. Iqbal Wiradilaga Madeline Fanny Effensia Marcelina Dinata Maritha Nilam Kusuma Maritha Nilam Kusuma Melinda Alfiani Rosida Dewi Metta Padmalia Michael Ricky Sondak Minarni Wartiningsih Mochammad Haris Firdaus Mohammad Isma Lazuardi Moses Soediro Murpin Josua Sembiring Natalia Yuwono Noah Jonathan Satria Wicaksono Nursaid Nursaid Pangestu Maulana Bramanti Putra, Galang Ramadhan Gunawan Rachmanu Eko Handriyanto Rachmanu Eko Handriyono Rani Juniar Hartono Regina Tuinesia Ricky Austin Setiabudi Rismawati br Sitepu Samuel Lie Soetedja, Venny SRIE MULJANI Sukirmayadi Sukirmayadi Tina Melinda Tri Noviyanto Puji Utomo Valencia Vanessa Timisela Wahyu Nilam Sari Wendra Hartono Yessica Vallentine