The  Influence of Market Orientation and Digital Marketing on the Performance of Micro, Small, and Medium Enterprises through Competitive Advantage

U.K. Purbasari; Abdul Haeba  Ramli; Siti  Mariam; Anak Agung Ketut  Diatmika

doi:10.56403/nejesh.v4i4.353

Authors

U.K. Purbasari Universitas Esa Unggul
Abdul Haeba Ramli Universitas Esa Unggul
Siti Mariam Universitas Esa Unggul
Anak Agung Ketut Diatmika Universitas Esa Unggul

DOI:

https://doi.org/10.56403/nejesh.v4i4.353

Keywords:

market orientation, digital marketing, MSME performance, competitive advantage

Abstract

This research analyzes the influence of market orientation and digital marketing on the performance of small and medium enterprises (SMEs), considering the role of competitive advantage as a factor that strengthens that relationship. The study was conducted on SMEs located in Tangerang Regency, involving 140 business actors as main respondents. The results indicate that market orientation has a positive impact on competitive advantage, and digital marketing also positively affects competitive advantage. Furthermore, market orientation positively influences the performance of SMEs, while digital marketing has a positive effect on the performance of SMEs. Competitive advantage can mediate the influence of market orientation on the performance of SMEs. Additionally, competitive advantage can mediate the influence of digital marketing on the performance of SMEs. Thus, all relationships studied in this research show results that are consistent with initial assumptions and provide a positive impact.

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