International Journal of Social Service and Research
Vol. 4 No. 03 (2024): International Journal of Social Service and Research (IJSSR)

The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium Enterprises

Asikin, Muhamad Zaenal (Unknown)
Fadilah, Muhamad Opan (Unknown)
Saputro, Wahyu Eko (Unknown)
Aditia, Oriza (Unknown)
Ridzki, Mohamad Maulana (Unknown)

Article Info

Publish Date
20 Mar 2024

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.

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Journal Info
International Journal of Social Service and Research
Website

Abbrev

ijssr

Publisher

Ridwan Institute

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

Description

International Journal of Social Service and Research is a double-blind, peer-reviewed academic journal with open access to social and scientific fields. The journal is published monthly by Ridwan Institute. International Journal of Social Service and Research provides a means for sustained ...