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All Journal JURNAL MANAJEMEN ARSY : Jurnal Aplikasi Riset kepada Masyarakat Jurnal Ekonomi Bisnis dan Manajemen
Winaika Irawati
Universitas Hasyim Asy’ari
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : JURNAL MANAJEMEN

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THE ANALYSIS OF DIGITAL MARKETING IN EFFORTS TO IMPROVE COMPETITIVE ADVANTAGES IN MSMEs Winaika Irawati; Rohmad Prio Santoso
JPIM (Jurnal Penelitian Ilmu Manajemen) Vol 8 No 1 (2023): JPIM (JURNAL PENELITIAN ILMU MANAJEMEN)
Publisher : Universitas Islam Lamongan

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Abstract

The purpose of the research is to find out, 1) the effect of implementing digital marketing through interactive indicators on competitive advantage, 2) the effect of implementing digital marketing through incentive program indicators on competitive advantage, 3) the effect of implementing digital marketing through site design indicators on competitive advantage. 4) the effect of applying digital marketing through cost/transaction indicators on competitive advantage This research is a quantitative research, which uses multiple linear regression analysis as its approach. The research population is culinary business actors in the sugarcane area of ??Sokosari. The research sample was 30 respondents. The research findings show: digital marketing indicators, namely interactive, incentive programs, site design, cost/transactions have partial or simultaneous effects on competitive advantage in the culinary business of the Sokosari area. seen from the simultaneous test where sig 0.00 <0.05
Co-Authors Choirun Nisful Laili Lik Anah Lilis Sugi Rahayu Ningsih Mahfudiyanto Mahfudiyanto Rohmad Prio Santoso Tony Seno Aji Yuni Febrianti putri