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The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium Enterprises

Year: 2024

Type: article

Abstract: This study aimed to determine the influence of Digital Marketing on Competitive Advantage and MSME Performance. The research employed a Quantitative Method utilizing SPSS and SEM (Structural Equation Model) assisted analysis tools with the Lisrel program. The analysis results reveal that digital marketing exerts a positive and significant effect on competitive advantage, digital marketing significantly impacts MSME performance positively, competitive advantage significantly influences MSME performance positively, and Digital Marketing positively affects MSME performance through competitive advantage.

Source: International Journal of Social Service and Research

DOI: 10.46799/ijssr.v4i03.749

Authors: Muhamad Zaenal Asikin, Muhamad Opan Fadilah, Wahyu Eko Saputro, Oriza Aditia, Mohamad Maulana Ridzki

Institution: Politeknik Siber Cerdika Internasional

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: diamond

OpenAlex ID: W4393131298

FWCI: 18.08

Cites: 28

Cited by: 21

Related to: 10