<![CDATA[This research aims to explore the role of adaptive capabilities, innovation in digital marketing, and technology adaptation in improving company competitiveness in the digital competitive era. Using a quantitative approach with a survey method, data was collected from respondents involved in digital marketing in various companies. This study utilizes regression analysis to identify the influence of the three variables on the competitiveness of companies. The results of the study show that adaptive capabilities, digital marketing innovation, and technology adaptation play a significant role in supporting the competitiveness of companies. Adaptive capabilities allow companies to respond flexibly to market changes, innovations in digital marketing facilitate resource optimization, and adaptation to technology strengthens the company's position in a dynamic market. This research concludes that companies that are able to develop these three elements will be better prepared to face challenges in digital marketing. The managerial implications of this study suggest that managers need to foster a culture of innovation and technology adaptation as a sustainable competitive strategy. Theoretically, this study fills the gap regarding digital marketing strategies amid limited resources, and provides a basis for more in-depth follow-up research in different contexts]]>
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