Analysis of Digital Marketing Implementation, 7P Marketing Mix Strategy, and Product Innovation to Increase Sales Volume through Competitive Advantage as an Intervening Variable in Sidoarjo Regency MSMEs
Analisis Implementasi Digital Marketing, Strategi Bauran Pemasaran 7P, dan Inovasi Produk Guna Meningkatkan Volume Penjualan Melalui Competitive Advantage Sebagai Variabel Intervening Pada UMKM Kabupaten Sidoarjo
DOI:
https://doi.org/10.32832/jm-uika.v16i1.18523Keywords:
Digital Marketing, Marketing Mix 7P, Product Innovation, Sales Volume, Competitive AdvantageAbstract
The purpose of this study is to test and determine the effect of digital marketing implementation, the use of marketing mix strategies, and the introduction of product innovation on increasing sales volume through gaining competitive advantage. This study focuses on the population of MSME participants in the culinary industry that have been registered in the data of the Sidoarjo Regency Cooperative and MSME Service in Sidoarjo Regency. The method in this study uses a quantitative method. Data collection uses a survey or questionnaire. Data analysis is a quantitative or statistical process that involves evaluating established hypotheses. Data sources used in this study include primary and secondary sources. The results obtained in this study are: 1) digital marketing, marketing mix strategies, and product innovation have a partial positive effect on increasing sales volume; 2) digital marketing, marketing mix strategies, and product innovation have a partial positive effect on competitive advantage; 3) competitive advantage has a partial positive effect on increasing sales volume; 4) digital marketing has a significant positive effect on sales volume through competitive advantage; 5) marketing mix strategies have a significant positive effect on sales volume through competitive advantage; 6) product innovation has a significant positive effect on sales volume through competitive advantage.
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