1Fitri Yusnita, 2Maya Panorama, 3Maftukhatusolikhah
1,2,3Universitas Islam Negeri Raden fatah Palembang, South Sumatera, Indonesia
DOI : https://doi.org/10.47191/ijmra/v7-i01-43Google Scholar Download Pdf
ABSTRACT:
This research departs from the problem that whether competitive advantage as an intervening variable has an influence on the marketing performance of Songket Melayu MSM Enterprises, Indonesia. The purpose of this study was to determine and analyze how much the effect of competitive advantage mediates the marketing performance of Songket Melayu MSM Enterprises, then to see whether competitive advantage can mediate digital marketing, product innovation and product quality on marketing performance. The primary data collection technique is in the form of distributing questionnaires using a Likert scale. The population in this study were of Songket Melayu MSM Enterprise that have innovated and carried out digital marketing. The sampling technique was purposive sampling, which is based on predetermined criteria. The criteria in this study are: a) Owner of Songket Melayu MSME’s who have been doing digital marketing for at least the last 2 years, b) Songket Melayu MSMEs who innovate their products, c) Songket Melayu MSM Enterprises that have been established for at least the last 5 years. Based on these criteria, a sample of 68 Songket MSMEs was obtained. The data analysis technique uses quantitative analysis with path analysis. The analysis tool uses the SmartPLS 4 application. The results showed that: 1) competitive advantage has a positive and significant effect on marketing performance with a T-Statistic value of 2.066> 1.96 and a P-Value of 0.019 0.05. 2) competitive advantage is able to mediate digital marketing on marketing performance with a T-statistic value of 2.359 1.96 and a p-value of 0.047. 3) competitive advantage is able to mediate product innovation on marketing performance with a T- statistic value of 4.234> 1.96 and a p-value of 0.001 0.05. 4) competitive advantage is able to mediate product quality on marketing performance with a T-statistic value of 3.755 1.96 and a p-value of 0.040 0.05. Overall, the results of this study indicate that competitive advantage has a direct positive influence on marketing performance, and also serves as an important mediator in the relationship between factors such as digital marketing, product innovation, and product quality and marketing performance. These findings can provide important insights for business practitioners in optimizing their strategies to improve marketing performance.
KEYWORDS:Digital Marketing, Product Innovation, Product Quality, Marketing Performance, Competitive Advantage
REFERENCES1) Achadyah prabawati dan Melia handayani. (2019). ORIENTASI PASAR DAN INOVASI PRODUK PENGARUHNYA TERHADAP KINERJA PEMASARAN DENGAN VARIABEL INTERVENING KEUNGGULAN BERSAING PADA UMKM KECAMATAN KALIWATES. Majalah Ilmu.
2) Arumsari, F. A. D. (2020). Pengaruh Kualitas Produk Terhadap Kinerja Bisnis Melalui Keunggulan Bersaing (STUDI PADA UMKM BATIK D.I. YOGYAKARTA). Angewandte Chemie International Edition.
3) Bagas sunu pratama. (2017). Analisis pengaruh brand image, kualitas produk dan harga terhadap keputusan pembelian produk kartu perdana telkomsel. Jurnal Manajemen.
4) Chin w.w. (1998). The Partial Least Squares Approach for Structural Equation Modeling, Cleveland, Ohio.
5) Ferdinand, A. (2003). Keunggulan Diferensiasif dan Kinerja Pemasaran . In Fakultas Ekonomi universitas di ponegoro .
6) Fred R. David. (2017). Management strategies: Strategik Manajemen Concepts and cases. Strategik Manajemen Concepts and Cases 4.
7) Hudha, N., Rahadhini, M. D., & Sarwono, A. E. (2022). Keunggulan Bersaing Sebagai Mediator Antara Digital Marketing dan Kinerja Pemasaran (Survei Pada UKM Tenun Lurik di Desa Mlese, Cawas, Klaten). BALANCE: Economic, Business, Management and Accounting Journal.
8) Hunger, J. D. + T. L. W. (2003). Management Strategis.
9) Irham Fahmi. (2013). Manajemen Kinerja, Teori dan Aplikasi.
10) Kurniawan, D., & Mudiantono, M. (2018). … Inovasi Dan Keunggulan Bersaing Sebagai Variabel Intervening Orientasi Pasar Dan Penggunaan Erp Terhadap Kinerja Pemasaran.
11) Rahmad Hudapi Purba, M. I. I. dan R. (2022). Pengaruh Keunggulan Kompetitif Dan Pasar Orientasi Kinerja Pemasaran Pada Usaha..
12) Sasmita, S. A. (2021). PERPUSTAKAAN PERGURUAN TINGGI NEGERI DI JAKARTA.
13) Sekardwiwangi, B. Y., Graciafernandy, M. A., Ekonomi, F., & Semarang, U. (2023). PENGARUH KEUNGGULAN BERSAING SEBAGAI VARIABEL MEDIASI PADA HUBUNGAN DIGITAL MARKETING DAN KINERJA.
14) Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D.
15) Suryani & Hendryadi. (2015). Metode Riset Kuantitatif : Teori dan Aplikasi Pada Penelitian Bidang Manajemen dan Ekonomi Islam.
16) Wiyadi, W., Nuryulia Praswati, A., Trisnawati, R., & Chuzaimah, C. (2021). Strategi Peningkatan Kinerja UKM. Abdi Psikonomi.
Volume 07 Issue 01 January 2024
There is an Open Access article, distributed under the term of the Creative Commons Attribution – Non Commercial 4.0 International (CC BY-NC 4.0) (https://creativecommons.org/licenses/by-nc/4.0/), which permits remixing, adapting and building upon the work for non-commercial use, provided the original work is properly cited.
Our Services and Policies
Authors should prepare their manuscripts according to the instructions given in the authors' guidelines. Manuscripts which do not conform to the format and style of the Journal may be returned to the authors for revision or rejected.
The Journal reserves the right to make any further formal changes and language corrections necessary in a manuscript accepted for publication so that it conforms to the formatting requirements of the Journal.
International Journal of Multidisciplinary Research and Analysis will publish 12 monthly online issues per year,IJMRA publishes articles as soon as the final copy-edited version is approved. IJMRA publishes articles and review papers of all subjects area.
Open access is a mechanism by which research outputs are distributed online, Hybrid open access journals, contain a mixture of open access articles and closed access articles.
International Journal of Multidisciplinary Research and Analysis initiate a call for research paper for Volume 07 Issue 12 (December 2024).
PUBLICATION DATES:
1) Last Date of Submission : 26 December 2024 .
2) Article published within a week.
3) Submit Article : editor@ijmra.in or Online
Why with us
1 : IJMRA only accepts original and high quality research and technical papers.
2 : Paper will publish immediately in current issue after registration.
3 : Authors can download their full papers at any time with digital certificate.
The Editors reserve the right to reject papers without sending them out for review.
Authors should prepare their manuscripts according to the instructions given in the authors' guidelines. Manuscripts which do not conform to the format and style of the Journal may be returned to the authors for revision or rejected. The Journal reserves the right to make any further formal changes and language corrections necessary in a manuscript accepted for publication so that it conforms to the formatting requirements of the Journal.