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All Journal Jurnal Penelitian Ilmiah INTAJ EQIEN - JURNAL EKONOMI DAN BISNIS eCo-Buss Jurnal EK dan BI BAKTI BANUA : JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Ekonomi Efektif Jurnal Abdi Masyarakat Indonesia CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia eCo-Fin The Eastasouth Management and Business Maneggio Mandalika Journal of Community Services Jurnal Ekonomi, Manajemen, Akuntansi
Diany, Adista Anjar
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Journal : The Eastasouth Management and Business

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Market Orientation, Digital Marketing Capabilities, and Product Innovation on Competitive Advantage through Customer Engagement: Evidence from the Creative Economy Sector in Indonesia Sucidha, Irma; Diany, Adista Anjar; Irayana, Ika
The Eastasouth Management and Business Vol. 3 No. 03 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i03.744

Abstract

This study examines the influence of market orientation, digital marketing capabilities, and product innovation on competitive advantage through customer engagement in the Indonesian creative economy sector. A quantitative approach was employed, with data collected from 250 respondents using a five-point Likert scale. Structural Equation Modeling–Partial Least Squares (SEM-PLS 3) was used for data analysis. The results demonstrate that market orientation, digital marketing capabilities, and product innovation significantly enhance customer engagement, which in turn strongly contributes to competitive advantage. Customer engagement also mediates the relationships between these strategic factors and competitive advantage, emphasizing its role as a critical pathway to sustainable competitiveness. The findings highlight the importance of aligning market-oriented strategies, leveraging digital platforms, and fostering continuous innovation to build stronger customer relationships and long-term market advantage. The study contributes to both academic understanding and managerial practices in strengthening the creative economy sector in Indonesia.
Co-Authors Amrulloh, Rifqi Amrulloh, Rifqi Amrulloh Firda Nosita Huda, Isra Ul Irayana, Ika Melania, Melania Nico Kosasih Oen, Hengky Agustinus Rarin, Faizal Maulidhany Risanta, Muhammad Suchida, Irma Sucidha, Irma Taqwa Sultan Tina Lestari Yuliani Yuliani Yuliyanti, Rika