Quantitative study investigates digital marketing and product innovation's impact on marketing performance in microfood enterprises, indicating competitive advantage's role.
Key Points
The study explores how digital marketing, market orientation, and product innovation affect marketing performance with competitive advantage as a mediator.
Quantitative research design using a survey of 98 micro food and beverage business owners.
Analyzed data through Structural Equation Modeling–Partial Least Squares (SEM-PLS).
Examined direct and indirect relationships among variables.
Digital marketing and product innovation significantly improve marketing performance.
Market orientation does not significantly impact marketing performance directly.