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All Journal International Journal of Social Service and Research
Aditia, Oriza
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium Enterprises Asikin, Muhamad Zaenal; Fadilah, Muhamad Opan; Saputro, Wahyu Eko; Aditia, Oriza; Ridzki, Mohamad Maulana
International Journal of Social Service and Research Vol. 4 No. 03 (2024): International Journal of Social Service and Research (IJSSR)
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v4i03.749

Abstract

This study aimed to determine the influence of Digital Marketing on Competitive Advantage and MSME Performance. The research employed a Quantitative Method utilizing SPSS and SEM (Structural Equation Model) assisted analysis tools with the Lisrel program. The analysis results reveal that digital marketing exerts a positive and significant effect on competitive advantage, digital marketing significantly impacts MSME performance positively, competitive advantage significantly influences MSME performance positively, and Digital Marketing positively affects MSME performance through competitive advantage.
Co-Authors Asikin, Muhamad Zaenal Fadilah, Muhamad Opan Ridzki, Mohamad Maulana Wahyu Eko Saputro, Wahyu Eko