The Effect of Innovation, Customer Orientation and Digital Marketing on Business Performance Through Competitive Advantage as An Intervening Variable
Keywords:
Innovation, Customer Orientation, Digital Marketing, Competitive Advantage, Business PerformanceAbstract
This study aims to determine the role of Competitive Advantage in mediating the influence of Innovation, Customer Orientation with Digital Marketing on Business Performance (MSMEs). This research is included in quantitative research with explanatory research. The type of data used is primary data from questionnaires distributed to MSME Fashion and Craft business actors assisted by PT.XYZ in the Central Java region amounting to 104 people. The analysis technique used in this research is Partial Least Square-Structural Equation Modeling (PLS-SEM) with the SmartPLS approach. Hypothesis testing was carried out using the Bootstrap resampling method developed by Geisser and Stone, while the test statistic was the t statistic or t-test. The results of this study indicate that Competitive Advantage successfully mediates between Innovation and Customer Orientation on business performance (MSMEs). However, Competitive Advantage did not succeed in mediating between Digital Marketing and Business Performance (MSMEs).
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