Pengaruh Digital Marketing dan Product Innovation Terhadap Marketing Performance dengan Competitive Advantage sebagai Variabel Mediasi
DOI:
https://doi.org/10.55606/jurima.v5i3.5783Keywords:
Digital Marketing, Product Innovation, Competitive Advantage, Marketing Performance, Culinary SMEsAbstract
This study aims to analyze the influence of digital marketing and product innovation on the marketing performance of culinary SMEs in Semarang City, with competitive advantage as a mediating variable. Digital marketing is considered effective in expanding market reach, building consumer interactivity, and trust. Product innovation plays a crucial role in creating differentiation and unique value, thereby strengthening the competitive position of SMEs. The research employs a quantitative method with a survey approach and data collection through questionnaires distributed to 100 culinary SME actors in Semarang City. Data analysis was conducted using multiple regression models and mediation tests. The results indicate that digital marketing and product innovation have a significant positive effect on competitive advantage. However, the direct impact of digital marketing, product innovation, and competitive advantage on marketing performance was not significant. Competitive advantage acts as a mediating variable linking these factors to marketing performance. These findings underscore the importance of building competitive advantage through effective digital marketing strategies and market-responsive product innovation to enhance sustainable marketing performance. The practical implications of this study recommend SMEs optimize the use of digital marketing and product innovation to strengthen competitiveness and business growth
Downloads
References
Binarwati, A., & Yamit, Z. (2022). Analisis Pengaruh Kualitas Produk dan Inovasi Produk terhadap Keunggulan Kompetitif pada Hokben Daerah Istimewa Yogyakarta. Jurnal Indonesia Sosial Sains, 3(5), 810–821.
Cherroun, R. (2021). Competitive advantage’ strategies: focus on innovation strategy. National Conference about Companies Competitiveness. University of Annab-Algeria, 1–22.
Dharta, F. Y., Chaerudin, & Ramdani, D. (2023). Using Digital Marketing Communications to Boost SMEs’ Local Economic Growth in Karawang Regency. ICEMBA 2022: Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia, 1–6.
Elwisam, E., & Lestari, R. (2019). Penerapan Strategi Pemasaran, Inovasi Produk Kreatif Dan Orientasi Pasar Untuk Meningkatkan Kinerja Pemasaran UMKM. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(2), 277–286.
Hunger, J. D., & Wheelen, T. L. (2010). Strategic Management. Yogyakarta : Andi.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed.). New York : Pearson Education.
Lestari, W. A., Budianto, A., & Setiawan, I. (2020). Pengaruh Inovasi Dan Kualitas Produk Terhadap Keunggulan Bersaing (Suatu Studi Pada Payung Geulis Mandiri Tasikmalaya). Business Management and Entrepreneurship Journal, 2(1), 38–48.
Naninsih, N., Alam, S., & Indriasari, D. P. (2022). Pengaruh Keunggulan Bersaing Terhadap Kinerja Pemasaran Melalui Digital Marketing. YUME: Journal of Management, 5(2), 479–490.
Ningrum, S., Fitra, V. D., & Sanjaya, V. F. (2020). Pengaruh inovasi Produk, Keunggulan Bersaing, dan Strategi Pemasaran Terhadap Kinerja Pemasaran. Jurnal Mutiara Manajemen, 5(2), 1–9.
Ramadhani, F., Kusumah, A., & Hardilawati, W. L. (2022). Pengaruh Inovasi Produk, Orientasi Pasar Dan Marketing Digital Terhadap Kinerja Pemasaran UMKM Pada Masa Pandemi COVID-19 Di Pekanbaru. ECOUNTBIS: Economics, Accounting and Business Journal, 2(2), 344–354.
Sidi, A. P., & Yogatama, A. N. (2019). Mediasi Intellectual Capital atas Pengaruh Digital Marketing Terhadap Kinerja Pemasaran. Iqtishoduna, 15(2), 129–152.
Sudirjo, F., Rukmana, A. Y., Wandan, H., & Hakim, M. L. (2023). Pengaruh Kapabilitas Pemasaran, Digital Marketing Dalam Meningkatkan Kinerja Pemasaran UMKM Di Jawa Barat. Jurnal Bisnisman : Riset Bisnis Dan Manajemen, 5(1), 55–69.
Susanti, R., & Amelia, D. (2022). Digital Marketing and Product Quality on Consumer Loyalty of Embroidery and Embroidery Products. Jurnal Ipteks Terapan, 16(4), 739–754.
William, A. A., Oktaviani, R., & Matthew, S. (2023). Pengaruh Orientasi Pasar Dan Inovasi Produk Terhadap Kinerja Pemasaran Umkm Kota Bekasi Di Rawalumbu. Jurnal Kewirausahaan, Akuntansi Dan Manajemen Tri Bisnis, 5(1), 78–90.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Riset Manajemen dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
