Analysis of Digital Marketing Implementation, 7P Marketing Mix Strategy, and Product Innovation to Increase Sales Volume through Competitive Advantage as an Intervening Variable in Sidoarjo Regency MSMEs
Analisis Implementasi Digital Marketing, Strategi Bauran Pemasaran 7P, dan Inovasi Produk Guna Meningkatkan Volume Penjualan Melalui Competitive Advantage Sebagai Variabel Intervening Pada UMKM Kabupaten Sidoarjo
DOI:
https://doi.org/10.21070/ups.6906Keywords:
Digital Marketing, 7P Marketing Mix, Product Innovation, Sales Volume, Competitive AdvantageAbstract
This study aims to analyze the effect of the implementation of digital marketing, marketing mix, and product innovation that have an impact on increasing sales volume through competitive advantage. In this study, the population is MSME actors registered with the Cooperatives and MSMEs Service of Sidoarjo Regency in the culinary sector. Data collection using questionnaires, data analysis is quantitative statistics with the aim of testing the established hypothesis. Data sources are primary and secondary. The results of this study are: 1) digital marketing, marketing mix strategy, and product innovation have a partial positive effect on increasing sales volume; 2) digital marketing, marketing mix, and product innovation have a partial positive effect on competitive advantage; 3) competitive advantage has a partial positive effect on increasing sales volume; 4) digital marketing has a significant positive effect on sales volume through competitive advantage; 5) marketing mix has a significant positive effect on sales volume through competitive advantage; 6) product innovation has a significant positive effect on sales volume through competitive advantage.
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