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All Journal Jurnal Ilmu Manajemen METHONOMIX
Mutmainah Mutmainah
Universitas Muhammadiyah Palu
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Teknologi Digital, Strategi Pemasaran Online, dan Inovasi Produk Terhadap Keunggulan Kompetitif UMKM di Kota Palu Mutmainah Mutmainah; Armawati Armawati; Tovan Tovan
Jurnal Ilmu Manajemen METHONOMIX Vol 7 No 2 (2024): Jurnal Ilmu Manajemen METHONOMIX
Publisher : Universitas Methodist Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46880/mtx.Vol7No2.pp82-96

Abstract

This research aims to determine the simultaneous and partial influence of digital technology, online marketing strategies, and product innovation on the competitive advantage of MSMEs in Palu City, Central Sulawesi Province. This research uses a quantitative approach with survey methods. The relationship between variables was examined and analyzed using SPSS software.Questionnaires were distributed to 50 MSME respondents and explained. The results of this research show that (1) digital technology, online marketing strategies, and product innovation simultaneously have a significant effect on competitive advantage. (2) digital technology has a significant effect on competitive advantage. (3) online marketing strategy has a significant effect on competitive advantage. (4) product innovation has a significant effect on the competitive advantage of MSMEs in Palu City
Co-Authors Armawati Armawati Tovan Tovan