The Influence of Product Innovation, Digital Marketing and Competitive Advantage in Improving the Marketing Performance of Small and Medium Industries in Bali

DOI

10.2991/aebmr.k.210510.040How to use a DOI?

Keywords

product innovation, digital marketing, advantage competitive, marketing performance

Abstract

This study aims to investigate the role of digital marketing in strengthening the relationship of product innovation to marketing performance through competitive advantage. The data were obtained using a survey approach to 196 Small Medium Industries (SMI) management respondents throughout Bali. The research hypothesis was tested using structural equation modelling with the help of Smart.PLS 3.0 software. The main finding is that all hypotheses can be tested for truth, that there is a direct influence relationship between product innovation, competitive advantage and digital marketing relationship with SMI marketing performance, then digital marketing is able to strengthen the relationship of product innovation in improving SMI marketing performance in Bali. In order for the relationship to product innovation to be real and stronger in marketing performance, the role of competitive advantage and digital marketing is important.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ni Made Wisni Arie Pramuki
AU  - Ni Putu Ayu Kusumawati
PY  - 2021
DA  - 2021/05/10
TI  - The Influence of Product Innovation, Digital Marketing and Competitive Advantage in Improving the Marketing Performance of Small and Medium Industries in Bali
BT  - Proceedings of the 2nd International Conference on Business and Management of Technology (ICONBMT 2020)
PB  - Atlantis Press
SP  - 248
EP  - 254
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210510.040
DO  - 10.2991/aebmr.k.210510.040
ID  - Pramuki2021
ER  -