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The Influence of Marketing Strategy on SME Performance in the Global Market Mediated by Competitive Advantage

Year: 2025

Type: article

Abstract: This research examines the direct and indirect influence of marketing intelligence, product innovation, and pricing on the performance of SMEs in Batam City through competitive advantage. Using a sample of 195 fashion SMEs in Batam, researchers used the partial Least Squares (PLS) structural equation modeling method to analyze. The results show that marketing intelligence, product innovation, and pricing significantly contribute to competitive advantage and SME performance. The results of the mediation test show that competitive advantage is proven to mediate marketing intelligence on SME performance and competitive advantage is not proven to mediate product innovation and pricing on SME performance. These findings have an important impression on SMEs and startups who are interested in developing or exploiting opportunities in the global market.

Source: EKOMBIS REVIEW Jurnal Ilmiah Ekonomi dan Bisnis

DOI: 10.37676/ekombis.v13i2.7193

Authors: Yandi Suprapto, Caroline Angelina, Wisnu Yuwono

Institution: International University of Batam

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

SDGs: Industry, innovation and infrastructure, Decent work and economic growth

Open Access status: diamond

OpenAlex ID: W4409838117

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