THE IMPACT OF DIGITAL MARKETING ON COMPETITIVE ADVANTAGE AND ITS CONSEQUENCES FOR MARKETING PERFORMANCE IN BAG-BASED SOCIAL MEDIA ENTERPRISES

Abstract

In addition, knowledge management plays a significant role in enhancing MSME performance by facilitating effective knowledge management. The role of MSMEs currently affects the post-pandemic economic recovery and a number of issues faced in the last three years on their business performance. Potential factors in their business performance include entrepreneurial orientation, knowledge management, and partnership strategies in increasing innovation and adaptability. Partnership tactics have the potential to improve market share and product exposure, particularly when they involve partners with extensive networks and market access. Thus, the goal of this research is to comprehend how each of these variables affects MSME marketing performance as well as how they interact with one another in the context of MSMEs in Bogor Regency. This study is innovative in that it examines the relationship between Partnership Strategies, Digital Marketing, and Internal Resources and Marketing Performance. The study's conclusion affirms the significance of effective internal resource management in the endeavor to succeed in the bag industry if an increase in internal resources has an effect on marketing performance behavior and offers competitive advantages. In addition, digital marketing can have an impact on bolstering products to be able to compete, and partner relationships will have an impact on products, services, and materials produced.  This study proposes limitations to the research as well as theoretical and practical consequences.

Keyword: Digital  marketing, competitive advantage, marketing performance,social media