PENGARUH DIGITAL CONTENT MARKETING DAN E-SERVICE QUALITY TERHADAP DAYA SAING UMKM SAVA JAMBI - Dedi Handoko; Andel Hopi Candra; Eri Bestary Al Haitamy; Nur Rahmat Agis (Smart Education, 2026)
Abstract: This study examines the effects of Digital Content Marketing and E-Service Quality on the competitiveness of micro, small, and medium enterprises (MSMEs) affiliated with the SAVA UMKM Jambi digital aggregator platform, addressing the limited attention given to these two constructs when tested simultaneously within a local digital MSME ecosystem. A quantitative verificative design was used, involving 132 MSME actors selected through purposive sampling among active SAVA Jambi members with at least six months of platform use. Data were collected through a validated 39-item Likert-scale questionnaire and analyzed using multiple linear regression in SPSS following instrument validity, reliability, and classical assumption testing. All 39 items were declared valid (r-count > r-table = .361) and reliable, with Cronbach's Alpha of .900 (Digital Content Marketing), .908 (E-Service Quality), and .889 (MSME competitiveness). The classical assumption tests indicated normally distributed residuals, no multicollinearity (VIF = 1.17), and no heteroscedasticity. The t-test showed that both Digital Content Marketing (b = .415; t = 5.997; p < .001) and E-Service Quality (b = .350; t = 4.697; p < .001) had a significant positive effect on MSME competitiveness, while the F-test confirmed a significant simultaneous effect (F = 46.475; p < .001), with both variables jointly explaining 41.9% of the variance in MSME competitiveness (R² = .419). The results are discussed within a Resource-Based View perspective, in which digital content and electronic-service capabilities are positioned as strategic resources for sustainable MSME competitiveness, offering practical implications for strengthening the SAVA UMKM Jambi digital ecosystem. Keywords: digital content marketing; e-service quality; MSME competitiveness; multiple linear regression; SAVA Jambi. Abstrak: Penelitian ini menganalisis pengaruh Digital Content Marketing dan E-Service Quality terhadap daya saing Usaha Mikro, Kecil, dan Menengah (UMKM) yang tergabung dalam platform agregator digital SAVA UMKM Jambi, sebagai respons atas minimnya kajian yang menguji kedua konstruk tersebut secara simultan pada ekosistem UMKM digital lokal. Penelitian menggunakan desain kuantitatif deskriptif-verifikatif dengan melibatkan 132 pelaku UMKM yang dipilih melalui teknik purposive sampling di antara anggota aktif SAVA UMKM Jambi dengan masa penggunaan platform minimal enam bulan. Data dikumpulkan melalui kuesioner berskala Likert sebanyak 39 item yang telah diuji validitas dan reliabilitasnya, kemudian dianalisis menggunakan regresi linear berganda dengan SPSS setelah memenuhi uji asumsi klasik. Seluruh 39 item dinyatakan valid (r-hitung > r-tabel = 0,361) dan reliabel, dengan Cronbach's Alpha sebesar 0,900 (Digital Content Marketing), 0,908 (E-Service Quality), dan 0,889 (daya saing UMKM). Uji asumsi klasik menunjukkan data berdistribusi normal, tidak terjadi multikolinearitas (VIF = 1,17), dan tidak terjadi heteroskedastisitas. Hasil uji t menunjukkan bahwa Digital Content Marketing (b = 0,415; t = 5,997; Sig. = 0,000) dan E-Service Quality (b = 0,350; t = 4,697; Sig. = 0,000) masing-masing berpengaruh positif dan signifikan, sedangkan uji F menunjukkan pengaruh simultan yang signifikan (F = 46,475; Sig. = 0,000), dengan kedua variabel secara bersama-sama menjelaskan 41,9% variasi daya saing UMKM (R² = 0,419). Hasil penelitian dibahas dalam perspektif Resource-Based View, yang memposisikan kapabilitas konten digital dan layanan elektronik sebagai sumber daya strategis bagi daya saing UMKM yang berkelanjutan, sekaligus memberikan implikasi praktis bagi penguatan ekosistem digital SAVA UMKM Jambi. Kata kunci: digital content marketing; e-service quality; daya saing UMKM; regresi linier berganda; SAVA Jambi.