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September 10, 2025

The Influence of Digital Marketing, Price, and Product Quality on the Competitive Advantage of MSMEs Fashion in Yogyakarta

Key Points

Digital marketing significantly enhances competitive advantage for MSMEs, showing how crucial online presence is.
Analysis revealed that product quality and pricing strategies also contribute positively to MSME competitiveness.
The research utilized quantitative methods, primarily through questionnaires to gather essential data from the fashion sector.
These findings highlight the need for MSMEs to adapt strategies for better market positioning amid growing competition.

Abstract

This research seeks to explore how digital marketing strategies, pricing approaches, and product quality contribute to the competitive edge of Micro, Small, and Medium Enterprises (MSMEs) operating in Yogyakarta’s fashion sector. Due to the intensifying market competition, it is essential to understand the key elements that drive MSMEs' competitiveness. The research adopts a quantitative method by distributing questionnaires to fashion MSME practitioners in Yogyakarta to gather primary data. The analysis results reveal that all three factors digital marketing, price, and product quality all have a positive and significant impact on competitive advantage, with digital marketing emerging as the most dominant factor. Therefore, MSMEs are encouraged to improve their digital marketing strategies, set optimal pricing, and ensure product quality in order to strengthen their competitive positioning in the market.

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Cite This Study

Setiawati et al. (Mon,) studied this question.

synapsesocial.com/papers/68c1ac0954b1d3bfb60e4bd5 https://doi.org/https://doi.org/10.55927/eajmr.v4i7.273

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