MDP Student Conference
Vol 4 No 2 (2025): The 4th MDP Student Conference 2025

Value Positioning Advantage: A Resource Advantage Theory of Competition Perspective

Salsabila, Cika Tania (Unknown)
Ferdinand, Augusty Tae (Unknown)

Article Info

Publish Date
30 Apr 2025

Abstract

This study aims to bridge previous inconsistent research regarding the role of social media marketing on business performance. The design in this study is applied with a quantitative approach. The theoretical model was tested on 200 samples of Coffeeshop businesses in Semarang City, Indonesia. Data analysis was carried out with AMOS software. The novelty of this study lies in the variables and indicators that are deduced from the resource advantage theory of competition. We combine simple mediation effect testing that produces destination competitiveness to be a good intermediary in the influence of social media marketing on business performance. The rejection of the two hypotheses leaves a gap for future studies to be able to be explored further.

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Journal Info
MDP Student Conference
Website

Abbrev

msc

Publisher

Universitas Multi Data Palembang

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering

Description

MDP Student Conference is a one-year national conference organized by the Universitas Multi Data Palembang. We are inviting teachers, lecturers, researchers, scholars, students, and or other key stakeholders to present and discuss their latest findings, innovations, and best practices as well as ...