The Role  of Competitive Advantage as a Mediation of Digital Marketing on Marketing Performance

Firdaus Yuni Dharta; Luh Komang Candra Dewi; Rulyenzi Rasyid; Ratnawita Ratnawita; Mokhamad Arwani

doi:10.37385/ijedr.v5i2.4697

Authors

Firdaus Yuni Dharta Universitas Singaperbangsa Karawang
Luh Komang Candra Dewi Universitas Triatma Mulya
Rulyenzi Rasyid Institut Teknologi Indonesia
Ratnawita Ratnawita Universitas Mitra Bangsa
Mokhamad Arwani Universitas Wahid Hasyim

DOI:

https://doi.org/10.37385/ijedr.v5i2.4697

Keywords:

Batik MSMEs, competitive advantage, digital marketing, marketing perfomance

Abstract

The objective of this study is to investigate, through an empirical case study of Batik MSMEs in Semarang City, how competitive advantage functions as a mediator between digital marketing and marketing performance. The study's participants were Semarang City's Batik MSME owners. In this study, there were up to 100 respondents in each sample. Data analysis using PLS-SEM is used in this study. The study's findings demonstrate the considerable impact that digital marketing has on competitive advantage. Moreover, there is a notable impact of digital marketing on marketing performance. For There is a noticeable impact of competitive advantage on marketing performance. Additionally, the impact of digital marketing on marketing performance, through the medium of competitive advantage, is particularly noteworthy for Batik MSMEs in Semarang City.

References

Barreto, J. S., Dewi, L. K. C., & Ximenes, L. (2023). The Influence of Brand Image and Product Quality on Purchase Decisions of Packaged Drinking Water in Liquiça District, DILi – Timor Leste. International Journal of Multicultural and Multireligious Understanding, 10(1), 332–340. http://ijmmu.comhttp//dx.doi.org/10.18415/ijmmu.v10i1.4399

Dewi, L. K. C., Widagdo, S., Martini, L. K. B., & Suardana, I. B. R. (2022). Pengaruh Digital Marketing Dan Customer Relationship Marketing Terhadap Keputusan Wisatawan Dengan Brand Image Sebagai Variabel Mediasi. EKUITAS (Jurnal Ekonomi Dan Keuangan), 6(2). https://doi.org/10.24034/j25485024.y2022.v6.i2.5205

Dewi, L. K. C., Widagdo, S., Martini, L. K. B., Suardana, I. B. R., I Gusti Ngurah Khrisna Siwa Putra, Luh Komang Candra Dewi, Dewi, L. K. C., Antari, S., Aardana, T. D., Xaiver, J., Candra Dewi, L. K., Conçeicão Soares, A. da, Barreto, H. M., Dewi, L. K. C., Ximenes, L., Putra, M. A. A., & Dewi, L. K. C. (2022). The Effect of Customer Relationship Marketing (CRM) and Service Quality on Customer Satisfaction Mediated by the Brand image at Bank of BNCTL, Dili Branch, Timor-Leste. EKUITAS (Jurnal Ekonomi Dan Keuangan), 1(2), 243–270. https://doi.org/10.46799/jss.v4i5.711

Freddy Rangkuti. (2017). Customer Care Excellent Meningkatkan Kinerja Perusahaan melalui Pelayanan Prima Plus Analisis Kasus Jasa Raharja. In Jakarta: Gramedia Pustaka Utama (p. 174).

Ghozali, I. (2016). Model Persamaan Struktural Konsep dan Aplikasi dengan Program AMOS 24 Update Bayesian SEM. Badan Penerbit Universitas Dipenogoro.

Ghozali, I. (2021a). Partial Least Squares?: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9 Untuk Penelitian Empiris, 3/E. Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2021b). Partial Least Squares Konsep, Teknik Dan Aplikasi Smartpls 3.2.9. Fakultas Ekonomi Dan Bisnis Universitas Diponegoro. https://doi.org/10.1002/9780470517253.ch10

Ifana, N., & Yuliarini, S. (2020). Penerapan Metode Variable Costing Dalam Penetapan Harga Pokok Produksi Pada Pelaku Umkm ( Studi Kasus Pada Umkm Alpujabar Yang Tergabung Dalam Rumah Batik Putat Jaya ). Liability, 2(1), 24–28.

Informasi, J., Sudirjo, F., Komang, L., Dewi, C., Febrian, W. D., Sani, I., Dharmawan, D., Nusantara, U. D., Asia, I. T. B., & Krisnadwipayana, U. (2024). The Measurement Analysis of Online Service Quality Toward State Banking Customers Using Structural Equation Modeling. 6, 50–56. https://doi.org/10.60083/jidt.v6i1.471

Jonathan, S. (2010). Pengertian Dasar Structural Equation Modeling (SEM). Jurnal Ilmiah Manajemen Bisnis Ukrida, 10(3), 98528.

Kawiana, I. G. P., Dewi, L. K. C., Hartati, P. S., Setini, M., & Asih, D. (2021). Effects of Leadership and Psychological Climate on Organizational Commitment in the Digitization Era. Journal of Asian Finance, Economics and Business, 8(1), 1051–1062. https://doi.org/10.13106/jafeb.2021.vol8.no1.1051

Kotler Philip dan Gerry Armstrong. (2016). Prinsip-prinsip Pemasaran, Edisi 13 Jilid 1. In Jakarta?: Erlangga.

Muhtarom, A., Syairozi, M. I., & Rismayati, R. D. (2022). Analisis Citra Merek, Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Dimediasi Minat Beli. Derivatif?: Jurnal Manajemen, 16(1), 36–47.

Sasmita, A., Ambarita, Y. M., & Putri, A. M. (2021). Strategi Pemasaran Tokopedia dalam Persaingan Antar E- Commerce dengan Analisis SWOT. 5, 3397–3404.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.

Tjiptono, F. (2015). Strategi Pemasaran, Edisi 4,. In Andi Offset, Yogyakarta (p. 22).

Vera Sylvia Saragi Sitio. (2019). Pengaruh Kualitas Pelayanan Dan Citra Merek Terhadap Keputusan Pembelian Pada Jasa Pengiriman Pt. Tiki. Jurnal Ilmiah M-Progress, 9(1), 21–31. https://doi.org/10.35968/m-pu.v9i1.266

Yanti, K. M., & Ferayani, M. D. W. I. (2023). Pengaruh Keragaman Produk , Kualitas Pelayanan dan Lokasi Terhadap Minat Beli Ulang Pada UD Santia II. 11.