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I Gusti Agung Sasih Gayatri
Universitas Triatma Mulya
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Smart International Management Journal (SIMJ)

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The Strategic Role of Content Management in Building Competitive Advantage through Digital Marketing: A Study on SME Products A. St. Fatmawaty; I Gusti Agung Sasih Gayatri
Smart International Management Journal Vol 2 No 4 (2025): December 2025
Publisher : CV. HEI PUBLISHING INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70076/simj.v2i4.128

Abstract

This research investigates the structural relationship between Strategic Content Management and Competitive Advantage among SMEs in West Sumatra, specifically examining the mediating function of Digital Marketing Integration. Grounded in the Relational View Theory, the study utilizes official secondary data from BPS and KKP, analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM) to ensure robustness in handling non-normal distributions. The findings reveal that Strategic Content Management significantly impacts Digital Marketing Integration ( = .72; p < .001) and Competitive Advantage ( = .25; p = .002). Notably, Digital Marketing Integration is confirmed as a strong partial mediator with a Variance Accounted For (VAF) value of 75.3%. This empirical evidence underscores that the strategic value of internal content is effectively realized only through synchronized digital processes. This study advances the body of knowledge by clarifying the causal mechanisms that transform operational data into sustainable market dominance within the SME digital ecosystem.
Co-Authors A. St. Fatmawaty Antari, Ni Luh Sili Donna Meilia Indirawati Helena Ni Gusti Ayu Putu Pusparini I Dewa Ayu Tita Permata Tabita I Dewa Ayu Tita Permata Tabita I Nengah Subadra I Putu Febriyana Eka Saputra I Wayan Arta Artana Ida Gede Aninditha Negarakertawijaya Komang Sudarsana Komang Sudarsana Luh Gede Putri Kusuma Pekerti Ni Kadek Erika Wiyanjani Ni Luh Ketut Dewi Aryasari Ni Luh Sili Antari Ni Luh Yuni Astuti Ni Made Ayu Apriliana Ni Made Ignityas Prima Astuti Ni Nyoman Rusmiati Ni Putu Lidia Marini Putra, Putu Guntur Pramana Putu idia Marini Tabita, I Dewa Ayu Tita Permata Windrayuni, I Gusti Ayu Nina Sri