STRATEGI DIGITAL MARKETING DALAM MEMBANGUN KEUNGGULAN KOMPETITIF BERKELANJUTAN UMKM BOLU UBI UNGU: PENDEKATAN RESOURCE-BASED VIEW

T.A, Samuel
A.F , Philip Invokavid
Pandie , Bernard V.S
Dillak , Alfrin S

Mount Hope Management International Journal
Vol. 3 No. 3 (2025)

This study examines the role of digital marketing strategy as an internal resource supporting sustainable competitive advantage in the Purple Sweet Potato Bolu (Bolu Ubi Ungu) MSME using the Resource-Based View (RBV) approach. Amidst intense digital market competition, MSMEs often lack measurable online marketing capabilities. A descriptive qualitative approach using the Bongu case study was used to map strategies such as social media content, SEO, and influencer marketing. The results show that unique digital marketing capabilities (valuable, rare, inimitable, organized/VRIO) increased brand awareness, customer loyalty, and sales by up to 40% in six months. The implication is that MSMEs must integrate digital marketing as a strategic asset for business sustainability.