Effectiveness of Digital Marketing and Product Innovation on Marketing Performance with Competitive Advantage as an Intervening Variable in Small Industries

Rita Setyaningsih; Nur Novia Wati; Rika Marlina; Yusuf

doi:10.55927/ijba.v4i3.9123

Authors

Rita Setyaningsih Universitas Swadaya Gunung Jati Cerebon
Nur Novia Wati Universitas Swadaya Gunung Jati Cirebon
Rika Marlina Universitas Swadaya Gunung Jati Cirebon
Yusuf Universitas Swadaya Gunung Jati Cirebon

DOI:

https://doi.org/10.55927/ijba.v4i3.9123

Keywords:

Digital Marketing, Product Innovation, Marketing Performance, Competitive advantage, Small Industry

Abstract

This research aims to improve the marketing performance of rattan SMEs to create advantages for small industries and is expected to be useful for the Cirebon district government so that it can develop the small industrial economy. This type of research uses quantitative descriptive methods and the population in this research is 1,200 people. The type of sample used was 220 people taken as samples using the Slovin formula. This research obtained research instrument method data using questionnaires, then the data was processed using Smart-PLS3. The results of this research show that digital marketing has a positive effect on competitive advantage because value 0.000 < 0.5 digital marketing has a positive effect on marketing performance 3.09 > than 1.96. Competitive advantage has a positive effect on marketing performance because table is 14.305 > 1.96.

Downloads

Download data is not yet available.

References

Abdillah, RMF (2016). Analysis of Market Orientation, Business Environment and Organizational Culture on Marketing Performance with Innovation as an Intervening Variable (Empirical Study of Micro, Small and Medium Enterprises in the Culinary Sector of Padang Restaurants in South Jakarta. Perbanas Review, 2(2), 61–75.

Aksara, P., & Rosmayani, MS (nd). IMPLEMENTATION OF SMALL INDUSTRIES BASED ON MARKETING PERFORMANCE INNOVATION. www.pustakaaksara.co.id

Amin, M., Sudarwati, S., & Maryam, S. (2019). Analysis of the Influence of Product Innovation, Market Orientation, Competitive Advantage on Marketing Performance in the Sembungan Village Furniture Industry Center. Edunomics Scientific Journal, 3(02), 501–510. https://doi.org/10.29040/jie.v3i02.664

anatan lina, ellitan lina. (2009). management innovation, transformation towards a world-class organization. alphabet. https://books.google.co.id/books?id=k9StEAAAQBAJ&pg=PA55&dq=buku+management+innovation+transformation+menuju+class+dunia&hl=en&newbks=1&newbks_redir=0&source=gb_mobile_search&sa=X&ved=2ahUKEwjiqNzF__eDAxU13jgGHYD5BVIQ6wF6BAgFEAU# v=one page&q = inova management book

Cahya, A.D., Aqdella, F.A., Jannah, A.Z., & Setyawati, H. (2021). Utilizing the Marketplace as a Promotional Media to Increase Sales in the Midst of the Covid-19 Pandemic. REFLECTIONAL SCIENTIFIC JOURNAL: Economics, Accounting, Management and Business, 4(3), 503–510. https://doi.org/10.37481/sjr.v4i3.329

Dan, K., Author, S., Rauf, A., Orba, S., Tri, M., Ardiansyah, E., Diba, F., Akbar, I., Awaluddin, R., Muniarty|, P. , Firmansyah, H., Mundzir|, A., Gloriman, V., Genesis, M., Depari, S., Rahajeng, E., Dwi, M., Sri, A., Riorini, V., … Sudarmanto, E. (2021). Digital Marketing: Book Copyright Ministry of Law and Human Rights Number: 000259901. http://insaniapublishing.com

Fatimah, S.E., & Fadhilah, H.R. (2022). Increasing the Competitive Advantage of Culinary MSMEs. JEBM: Journal of Management: Journal of Management, 14(4), 801–806.

Naninsih, N. (2022). The Influence of Competitive Advantage on Marketing Performance Through Digital Marketing. Journal of Management, 5(2), 479–490. https://doi.org/10.2568/yum.v5i2.2672

Phillip, K., & Kevin, K. (2007). MARKETING MANAGEMENT (12th ed.). Erlangga. https://onesearch.id/Record/IOS4680.JATIM000000000041228/Description

Pudyastuti, E., & Saputra, A. (2021). Efforts to Increase the Competitive Advantage of Micro, Small and Medium Enterprises (MSMEs) in Medan City during the Covid-19 Pandemic. INOBIS: Indonesian Journal of Business and Management Innovation, 4(3), 437–449. https://doi.org/10.31842/jurnalinobis.v4i3.195

Putri, A., & Arif, M. (2023). The Influence of Digital Marketing and Product Innovation on Revenue. Jesya, 6(1), 194–208. https://doi.org/10.36778/jesya.v6i1.915

Ridwan, B., Ahmad, E., & et al. (2021). INNOVATION MANAGEMENT IN BUSINESS. AE publishing. https://books.google.co.id/books?id=6Z9KEAAAQBAJ&pg=PR4&dq=innovation+in+management+bisnis&hl=en&newbks=1&newbks_redir=0&source=gb_mobile_search&ovdme=1&sa=X&ved=2ahUKEwiijcyTiPiDAxU1bGwGHXkVApcQ6wF6BAgLEAU#v=onepage&q =innovation in business management&f =false

Romadlon, A., Marlien, R. A., & Widyasari, S. (n.d.). THE INFLUENCE OF DIGITAL MARKETING, TRUST AND PRODUCT QUALITY ON PURCHASE INTENTIONS (STUDY ON BROWN KAWAII INSTAGRAM ACCOUNT).

Sunarto, A., & Apriansyah, M. (2022). COMPETITIVE ADVANTAGES BASED ON DIGITAL MARKETING AND PRODUCT INNOVATION IN PRODUCTIVE MSMEs IN SOUTH TANGERANG CITY. In SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management and Business (Vol. 5, Number 3).

Utaminingsih, A. (2016). THE INFLUENCE OF MARKET ORIENTATION, INNOVATION, AND CREATIVITY OF MARKETING STRATEGIES ON MARKETING PERFORMANCE IN RATTAN CRAFT SMEs IN TELUK WETAN VILLAGE, WELAHAN, JEPARA Adijati. economics and management media, 31 no 2, 87. https://doi.org/10.24856

Wardhani, A. K., & Romas, A. N. (2022). Analysis of Digital Marketing Strategies in the Covid-19 Pandemic. EXERO: Journal of Research in Business and Economics, 4(1), 29–53. https://doi.org/10.24071/exero.v4i1.5025

Joseph. (2022). A Empirical Literature The Role of Product Innovation for Companies. 10(1), 8–13.

Aksoy, H. (2017). How do culture innovation, marketing innovation and product innovation affect the market performance of small and medium-sized enterprises (SMEs)? Technology in Society, 51, 133–141. https://doi.org/10.1016/j.techsoc.2017.08.005

Amin, M., Sudarwati, & Maryam, S. (2019). ANALYSIS OF THE INFLUENCE OF PRODUCT INNOVATION, MARKET ORIENTATION, COMPETITIVE ADVANTAGE ON MARKETING PERFORMANCE IN THE FURNITURE INDUSTRY CENTER OF SEMBUNGAN VILLAGE. Edunomics, 03(02).

Barati, M., Taheri-Kharameh, Z., Farghadani, Z., & Rásky, É. (2019). Validity and reliability evaluation of the Persian version of the heart failure-specific health literacy scale. International Journal of Community Based Nursing and Midwifery, 7(3), 222–230. https://doi.org/10.30476/IJCBNM.2019.44997

Chin, W. W. (1988). The Partial Least Squares Approach to Structural Equation Modeling. Advances in Hospitality and Leisure · , 277–319. https://www.researchgate.net/publication/311766005

Denga, E. M., Vajjhala, N. R., & Rakshit, S. (2021). The Role of Digital Marketing in Achieving Sustainable Competitive Advantage. In IGI Global (pp. 44–60). https://doi.org/10.4018/978-1-7998-8169-8.ch003

Ghozali, I. (2014). Structural Equation Modeling Alternative Method with Partial Least Squares (PLS) (Vol. 4). Diponegoro University Publishing Agency.

Gotz, O., Liehr-Gobbers, K., & Krafft, M. (2010). Handbook of Partial Least Squares. In Handbook of Partial Least Squares. Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-540-32827-8

Hair, J. F., Black, W. C., Babin, B. J. , & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). . Cengang. https://doi.org/https://doi.org/10.1002/9781119409137.ch4

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equations modeling (PLS-SEM). European Journal Of Tourism Research, 211–213.

Harina, & Pahlevi, R. W. (2023). THE INFLUENCE OF DIGITAL MARKETING ON THE TIKTOK APPLICATION AND FINANCIAL LITERACY ON MSME PERFORMANCE. JEMBA Journal of Economics, Management, Business and Accounting, 2(4).

Haryanto, A. T., & Dewi, S. N. (2020). Digital Marketing Development Strategy, Brand Equity Orientation, Intermediary Marketing and Marketing Performance in Sharia Banking. Scientific Journal of Islamic Economics, 6(2), 163. https://doi.org/10.29040/jiei.v6i2.1065

Numat, M., Lukitaningsih, A., & Hutami, L. T. H. (2022). The Influence of Marketing Strategy Creativity, Innovation and Entrepreneurial Orientation on Marketing Performance through Competitive Advantage as a Mediating Variable in Batik MSMEs in Yogyakarta City during the Covid-19 Pandemic. Reslaj: Religion Education Social Laa Roiba Journal, 4(4). https://doi.org/10.47476/reslaj.v4i4.1079

Nuseir, M. T., & Aljumah, A. (2020). The Role of Digital Marketing in Business Performance with the Moderating Effect of Environmental Factors among SMEs of UAE View project. International Journal of Innovation, Creativity and Change., 11(3). www.ijicc.net

Safri, N. A., & Pudjoprastyono, H. (2023). Analysis of Product Innovation and Competitive Advantage on Marketing Performance of Rabbani Store Products in Surabaya. Widya Management, 5(1), 32–42. https://doi.org/10.32795/widyamanajemen.v5i1

Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Treating Unobserved Heterogeneity in PLS-SEM: A Multi-method Approach. In: Latan, H., Noonan, R. (eds) Partial Least Squares Path Modeling. Springer Champ.

Sugiyono. (2017). Quantitative, Qualitative and Combination Research Methods (Mixed Methods). . Alphabeta CV.

Sugiyono. (2019). Quantitative Qualitative Research Methods and R&D. . Alphabet. https://scholar.google.com/citations?view_op=view_citation&hl=en&user=MGOs5rkAAAAJ&citation_for_view=MGOs5rkAAAAJ:yD5IFk8b50cC

Main, G. B. R. (2016). Sampling technique and determining sample size. . Dhyana Pura University.

Weerawardena, J., & Mavondo, F. T. (2011). Capabilities, innovation and competitive advantage. Industrial Marketing Management, 40(8), 1220–1223. https://doi.org/10.1016/j.indmarman.2011.10.012

Wibawa, G. R., Firmansyah, H., Patimah, T., Kastury, L., Pratama, A. K., Aulia, S., & Ferbianti, F. (2023). IMPLIKASI DIGITAL MARKETING UNTUK KEUNGGULAN BERSAING UMKM BIDANG KONVEKSI DI KOTA TASIKMALAYA DI ERA ENDEMI. Among Makarti , 16(2).

Wongsansukcharoen, J., & Thaweepaiboonwong, J. (2023). Effect of innovations in human resource practices, innovation capabilities, and competitive advantage on small and medium enterprises’ performance in Thailand. European Research on Management and Business Economics, 29(1). https://doi.org/10.1016/j.iedeen.2022.100210