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All Journal Jurnal Ekonomi : Journal of Economic Jurnal Ilmiah Manajemen Kesatuan Neo Journal of economy and social humanities Jurnal Sosial dan Sains Innovative: Journal Of Social Science Research
Diatmika, Anak Agung Ketut
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Humanities Astronomy Computer Science & IT Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Library & Information Science Physics Public Health Social Sciences Other

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Journal : Neo Journal of economy and social humanities

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The Influence of Market Orientation and Digital Marketing on the Performance of Micro, Small, and Medium Enterprises through Competitive Advantage Purbasari, U.K.; Ramli, Abdul Haeba; Mariam, Siti; Diatmika, Anak Agung Ketut
Neo Journal of economy and social humanities Vol 4 No 4 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i4.353

Abstract

This research analyzes the influence of market orientation and digital marketing on the performance of small and medium enterprises (SMEs), considering the role of competitive advantage as a factor that strengthens that relationship. The study was conducted on SMEs located in Tangerang Regency, involving 140 business actors as main respondents. The results indicate that market orientation has a positive impact on competitive advantage, and digital marketing also positively affects competitive advantage. Furthermore, market orientation positively influences the performance of SMEs, while digital marketing has a positive effect on the performance of SMEs. Competitive advantage can mediate the influence of market orientation on the performance of SMEs. Additionally, competitive advantage can mediate the influence of digital marketing on the performance of SMEs. Thus, all relationships studied in this research show results that are consistent with initial assumptions and provide a positive impact.
Co-Authors Abdul Haeba Ramli, Abdul Haeba Arief, Muhammad Larasati, Febri Ratna Primasatria Edastama, Primasatria Priyo Handoko, Priyo Purbasari, U.K. Purnama, Jesicha Aulya Santi, Lidia Chris SITI MARIAM Sofyan, Joel Faruk