THE EFFECT OF DIGITAL MARKETING AND LEARNING ORIENTATION ON MARKETING PERFORMANCE: MEDIATING COMPETITIVE ADVANTAGE
DOI:
10.54443/morfai.v6i2.4903Published:
2026-01-17Downloads
Abstract
This study examines how digital marketing, market orientation, and competitive advantage enable batik MSMEs in Proppo Sub-District, Pamekasan Regency, enhance their marketing performance using a resource-based viewpoint. The research population, which was chosen using a census sampling technique, consists of 59 MSME batik business players who use digital marketing. The data was analysed using partial least squares (PLS) modelling of variance-based structural equations. The results show that digital marketing and market orientation greatly increase competitive advantage, which enhances marketing performance.
Keywords:
digital marketing market orientation competitive advantage marketing performanceReferences
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