Digital Marketing and Innovation Effects on Marketing Performance

A Competitive Advantage as a Mediator

DOI

10.2991/assehr.k.220407.034How to use a DOI?

Keywords

digital marketing; innovation; competitive advantage; marketing performance; micro business

Abstract

Effects of Digital Marketing (DM) and Innovation (Inn) on Marketing Performance (MP), mediated by Competitive Advantage (CA) in the context of food and beverage micro businesses are not widely discussed and well understood. This study aims to describe Digital Marketing, Innovation, Competitive Advantage and Marketing Performance and examine the effects of Digital Marketing and Inn on Marketing Performance mediated by Competitive Advantage. The unit analysis is food and beverage micro business owners in Bekasi Municipality, West Java Province, Indonesia. The respondents are 100 owners of food and beverage micro businesses and the sampling technique is the simple random sampling. The data analysis uses the PLS technique. The results show that Digital Marketing and Inn had a positive effect on Competitive Advantage. Digital Marketing had also a positive direct effect on Marketing Performance. Competitive Advantage, however, did not mediate the Digital Marketing and Marketing Performance relationship. Competitive Advantage had less effect on Marketing Performance (<0.3). Innovation had no effect on Marketing Performance. For the operational implications, food and beverage micro business owners need to implement Digital Marketing to improve Marketing Performance. They also need to implement Digital Marketing and Innovation to improve Competitive Advantage. As a conclusion, business owners need to maintain communication with customers through internet- based media, make customers experience speed and efficiency in information access about the products, make products content popular and relevant to current trends, deliver the products as promised and update information about the products on the market places. Besides, business owners also need to make some changes in the way they do business in more efficient and productive way to meet the customers’ needs and wants.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Indra Muis
AU  - Triyogo Mulyo Adhi
AU  - Ramadienna Fachrunnisa Kamalia
PY  - 2022
DA  - 2022/04/23
TI  - Digital Marketing and Innovation Effects on Marketing Performance
BT  - Proceedings of the 4th Social and Humanities Research Symposium (SoRes 2021)
PB  - Atlantis Press
SP  - 180
EP  - 188
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220407.034
DO  - 10.2991/assehr.k.220407.034
ID  - Muis2022
ER  -