<![CDATA[This study aims to analyze the impact of digital marketing on the competitive advantage of Coffee Shop Roxy in Rantauprapat. Advancements in information technology and the rising use of digital media have driven business owners to utilize digital marketing as an effective strategy to enhance business competitiveness. Operating amidst increasingly fierce competition in the coffee shop industry, Coffee Shop Roxy is required to leverage various digital platforms to attract customers, boost consumer loyalty, and strengthen its competitive market position. A quantitative research method with descriptive and associative approaches was employed. The study population consisted of all Coffee Shop Roxy Rantauprapat customers, while the sample was selected using a purposive sampling technique. Data were collected by distributing questionnaires to respondents who had previously made a purchase and followed Coffee Shop Roxy on social media. Data analysis techniques included validity and reliability tests, simple linear regression analysis, the t-test, and the coefficient of determination (R²). The results indicate that digital marketing has a positive and significant impact on the competitive advantage of Coffee Shop Roxy Rantauprapat. This suggests that the more optimally digital marketing is implemented—through social media, online promotions, high-quality digital content, customer interaction, and easy access to information the greater the company's competitive advantage. Digital marketing enhances brand visibility, expands market reach, fosters better customer relationships, and creates added value that distinguishes Coffee Shop Roxy from its competitors.]]>
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