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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Ardy Fimansyah
Universitas Wisnuwardhana Malang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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THE EFFECT OF DIGITAL MARKETING AND LEARNING ORIENTATION ON MARKETING PERFORMANCE: MEDIATING COMPETITIVE ADVANTAGE Ardy Fimansyah; M. Taufiq Noor Rokhman; Novita Rifaul Kirom
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 2 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v6i2.4903

Abstract

This study examines how digital marketing, market orientation, and competitive advantage enable batik MSMEs in Proppo Sub-District, Pamekasan Regency, enhance their marketing performance using a resource-based viewpoint. The research population, which was chosen using a census sampling technique, consists of 59 MSME batik business players who use digital marketing. The data was analysed using partial least squares (PLS) modelling of variance-based structural equations. The results show that digital marketing and market orientation greatly increase competitive advantage, which enhances marketing performance.
Co-Authors M. Taufiq Noor Rokhman Novita Rifaul Kirom, Novita Rifaul