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

Proceedings of the 2nd International Conference on Business and Management of Technology (ICONBMT 2020) Pub Date : 2021-05-10 DOI:10.2991/AEBMR.K.210510.040

Ni Made Wisni Arie Pramuki, N. Kusumawati

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引用次数: 8

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.

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产品创新、数字营销和竞争优势对提高巴厘中小企业营销绩效的影响

本研究旨在探讨数位行销在透过竞争优势强化产品创新与行销绩效的关系中所扮演的角色。数据是通过对巴厘岛各地196个中小型工业(SMI)管理层受访者的调查方法获得的。在Smart的帮助下，使用结构方程模型对研究假设进行了检验。PLS 3.0软件。研究的主要发现是，所有的假设都可以被检验为真，产品创新、竞争优势和数字营销关系与SMI营销绩效之间存在直接的影响关系，那么数字营销能够加强产品创新在提高巴厘岛SMI营销绩效中的关系。为了使产品创新的关系在营销绩效中更加真实和强大，竞争优势和数字营销的作用是重要的。

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Proceedings of the 2nd International Conference on Business and Management of Technology (ICONBMT 2020)

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