Pengaruh Digital Marketing terhadap Peningkatan Kualitas Produk UMKM di Kota Makassar dan Dampaknya pada Keunggulan Bersaing
DOI:
https://doi.org/10.47747/snfmi.v3i1.3200Abstract
This study aims to analyze the influence of digital marketing on MSME product quality in Makassar City and its implications for competitive advantage. The research method used is quantitative with an explanatory research approach. The research sample was 120 MSMEs in Makassar City selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using AMOS-based Structural Equation Modeling (SEM). The results show that digital marketing has a positive, significant effect on MSME product quality. Furthermore, improving product quality has been shown to positively and significantly enhance competitive advantage. Thus, digital marketing not only drives marketing effectiveness but also serves as an essential strategy for developing product quality, thereby supporting MSME competitiveness in the digital era.
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