The Role of Digital Marketing and Market Orientation on Marketing Performance by Utilizing Competitive Advantages (Banyumulek Pottery Industry)
DOI:
https://doi.org/10.36636/dialektika.v10i2.7734Keywords:
Digital Marketing, Market Orientation, Competitive Advantage, Marketing PerformanceAbstract
This study aims to examine the influence of digital marketing and market orientation on marketing performance, with competitive advantage as a moderating variable. The research adopts a quantitative approach. The population consists of the pottery industry, with a sample size of 100 respondents. The sampling technique employed was probability sampling. Data were collected through questionnaire distribution. The analysis was conducted using SmartPLS software. Hypothesis testing was based on a P-value threshold of<0.05, indicating hypothesis acceptance. The results reveal that digital marketing has a positive effect on marketing performance, whereas market orientation has a negative effect. Competitive advantage strengthens the relationship between digital marketing and marketing performance, while it weakens the relationship between market orientation and marketing performance. The findings suggest that enhancing digital literacy can reduce the industry’s reliance on traditional marketing, enabling pottery products to compete with modern crafts. Future research is recommended to include additional variables, such as marketing strategy and product quality.
References
Akbar, R. A., Priyambodo, T. K., Kusworo, H. A., & Fandeli, C. (2020). Digital Tourism Marketing 4.0 Collaborative Strategy for Banggai Brothers Area, Central Sulawesi, Indonesia. Journal of Education, Society and Behavioural Science, 33(June), 25–38. https://doi.org/10.9734/jesbs/2020/v33i1130269 DOI: https://doi.org/10.9734/jesbs/2020/v33i1130269
Akmal, A., Baso, A. B. A. N., Ilham, I., & Sulkifli, S. (2023). Digital Marketing, Inovasi Produk Dan Sosial Capital Pengaruhnya Terhadap Peningkatan Kinerja Pemasaran (Studi Kasus Pada UMKM Produk Koral dan Ikan Hias. Indo-Fintech Intellectuals: Journal of Economics and Business, 3(2), 90–100. https://doi.org/10.54373/ifijeb.v3i2.122 DOI: https://doi.org/10.54373/ifijeb.v3i2.122
Arbawa, D. L., & Wardoyo, P. (2018). Keunggulan Bersaing : Berpengaruh Terhadap Kinerja Pemasaran (Studi Pada UMKM Makanan Dan Minuman Di Kabupaten Kendal). Jurnal Riset Ekonomi Dan Bisnis, 11(1), 56. https://doi.org/10.26623/jreb.v11i1.1077 DOI: https://doi.org/10.26623/jreb.v11i1.1077
Atika, A. (2023). The Effect of Digital Marketing and Knowledge Management on the Marketing Sustainability of MSMEs in Indonesia. The Eastasouth Management and Business, 2(01), 83–92. https://doi.org/10.58812/esmb.v2i01.141 DOI: https://doi.org/10.58812/esmb.v2i01.141
Badan Pusat Statistik Provinsi Nusa Tenggara Barat. (2023). Statistik Ekspor-Impor Provinsi Nusa Tenggara Barat 2023. https://ntb.bps.go.id
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson Education. https://books.google.co.id/books?id=7GOGDwAAQBAJ
Choiriah, S., & Lysandra, S. (2022). Effect of Green Accounting, Intellectual Capital on Financial Performance, and Competitive Advantage as moderating variables. Technium Social Sciences Journal, 34(1), 362–373. https://doi.org/10.47577/tssj.v34i1.7083 DOI: https://doi.org/10.47577/tssj.v34i1.7083
Dahmiri, D., Junaidi, J., Johannes, J., Yacob, S., & Indrawijaya, S. (2024). The Impact of Market Orientation on Marketing Performance: Exploring the Moderating Role of Competitive Advantage. Business: Theory and Practice, 25(1). https://doi.org/10.3846/btp.2024.20174 DOI: https://doi.org/10.3846/btp.2024.20174
Darmawan, D. (2016). Metode Penelitian Kuantitatif (3rd ed.). Remaja Rosdakarya.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008 DOI: https://doi.org/10.2307/249008
de Almeida, L. B. F. (2022). How Much does the Firm’s Alliance Network Matter? Strategic Management Journal, 43(8), 1433–1468. https://doi.org/10.1002/smj.3379 DOI: https://doi.org/10.1002/smj.3379
Dinas Perindustrian Provinsi Nusa Tenggara Barat. (2024). Laporan Kinerja Dinas Perindustrian Provinsi NTB tahun 2023. Mataram: Dinas Perindustrian Provinsi NTB. https://ppid.lombokbaratkab.go.id
Elrod, J. K., & Fortenberry, J. L. (2018). Target Marketing in the Health Services Industry: the Value of Journeying off the Beaten Path. BMC Health Services Research, 18(3), 923. https://doi.org/10.1186/S12913-018-3678-5 DOI: https://doi.org/10.1186/s12913-018-3678-5
Fadhillah, Y., Yacob, S., & Lubis, T. A. (2021). Orientasi Kewirausahaan, Inovasi Produk, Dan Media Sosial Terhadap Kinerja Pemasaran Dengan Keunggulan Bersaing Sebagai Intervening Pada UKM Di Kota Jambi. Jurnal Manajemen Terapan Dan Keuangan, 10(01), 1–15. https://doi.org/10.22437/jmk.v10i01.12175 DOI: https://doi.org/10.22437/jmk.v10i01.12175
Hair, J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). DOI: https://doi.org/10.1007/978-3-030-80519-7
Hidayat, M., Salam, R., Hidayat, Y. S., Sutira, A., & Nugrahanti, T. P. (2022). Sustainable Digital Marketing Strategy in the Perspective of Sustainable Development Goals. Komitmen: Jurnal Ilmiah Manajemen, 3(2), 100–106. https://doi.org/10.15575/jim.v3i2.22687 DOI: https://doi.org/10.15575/jim.v3i2.22687
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson India Education Services. https://books.google.co.id/books?id=5-U5zgEACAAJ
Kusumo, H., Solechan, A., Susatyono, J. D., Andriana, M., & Novianto, R. (2024). Peran Transformasi Digital dan Orientasi Pasar Dalam Mempengaruhi Keunggulan Bersaing dan Kinerja Pemasaran. 4(2), 207–215. DOI: https://doi.org/10.51903/6fhbdq11
Li, S., Shi, Y. Y., Wang, L., & Xia, E. (2023). A Bibliometric Analysis of Brand Orientation Strategy in Digital Marketing: Determinants, Research Perspectives and Evolutions. Sustainability, 15(2), 1486. https://doi.org/10.3390/su15021486 DOI: https://doi.org/10.3390/su15021486
Lopes, J. C., Gomes, S., Pacheco, R., de Souza de Aguiar Monteiro, E. C., & Santos, C. M. (2022). Drivers of Sustainable Innovation Strategies for Increased Competition among Companies. Sustainability, 14(9), 5471. https://doi.org/10.3390/su14095471 DOI: https://doi.org/10.3390/su14095471
Mamengko, D. G., Tawas, H. N., & Raintug, M. C. (2023). Pengaruh Orientasi Pasar dan Inovasi Produk terhadap Kinerja Pemasaran dengan Keunggulan Bersaing Sebagai Variabel Intervening (Studi Kasus Pada Usaha Mikro Kecil dan Menengah di Kecamatan Kawangkoan). Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(1), 486–499. https://doi.org/10.35794/emba.v11i1.45937 DOI: https://doi.org/10.35794/emba.v11i1.45937
Muis, I., Adhi, T. M., & Kamalia, R. F. (2022). Digital Marketing and Innovation Effects on Marketing Performance BT - Proceedings of the 4th Social and Humanities Research Symposium (SoRes 2021). Proceedings of the 4th Social and Humanities Research Symposium (SoRes 2021), 180–188. https://doi.org/10.2991/assehr.k.220407.034 DOI: https://doi.org/10.2991/assehr.k.220407.034
Narver, John C, & Slater, Stanley F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20–35. https://doi.org/10.1177/002224299005400403 DOI: https://doi.org/10.1177/002224299005400403
Oliver, R. L. (2010). Satisfaction: A Behavioral Perspective on the Consumer. M.E. Sharpe.
Papademetriou, C., Anastasiadou, S., & Papalexandris, S. (2023). The Effect of Sustainable Human Resource Management Practices on Customer Satisfaction, Service Quality, and Institutional Performance in Hotel Businesses. Sustainability, 15(10), 8251. https://doi.org/10.3390/su15108251 DOI: https://doi.org/10.3390/su15108251
Pellemans, P. A. (1971). The Consumer Decision-Making Process. European Journal of Marketing, 5(2), 8–21. https://doi.org/10.1108/EUM0000000005155 DOI: https://doi.org/10.1108/EUM0000000005155
Permadi, L. A., Arifah Tara, N. A., & Oktariyani, G. A. S. (2022). Identifikasi Faktor-Faktor Penentu Strategi Pemasaran Desa Wisata Banyumulek. Jmm Unram - Master of Management Journal, 11(4), 331–345. https://doi.org/10.29303/jmm.v11i4.751 DOI: https://doi.org/10.29303/jmm.v11i4.751
Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press.
Prifti, R., & Alimehmeti, G. (2017). Market Orientation, Innovation, and Firm Performance—an Analysis of Albanian Firms. Journal of Innovation and Entrepreneurship, 6(1). https://doi.org/10.1186/s13731-017-0069-9 DOI: https://doi.org/10.1186/s13731-017-0069-9
Prihadi, D., & Susilawati, A. D. (2018). Pengaruh Kemampuan E-Commerce dan Promosi di Media Sosial terhadap Kinerja Pemasaraan. Benefit: Jurnal Manajemen Dan Bisnis, 3(1), 15. https://doi.org/10.23917/benefit.v3i1.5647 DOI: https://doi.org/10.23917/benefit.v3i1.5647
Ramadhani, F., Kusumah, A., & Hardilawati, W. L. (2022). Pengaruh Inovasi Produk, Orientasi Pasar Dan Marketing Digital Terhadap Kinerja Pemasaran Umkm Pada Masa Pandemi Covid-19 Di Pekanbaru. Economics, Accounting and Business Journal, 2(2), 344–354. https://jom.umri.ac.id/index.php/ecountbis/article/view/153
Saleh, Y., Rahmalia, D., Tantriadisti, S., & Sari, I. R. M. (2021). Pemanfaatan Digital Marketing Dalam Pemasaran Produk Para Pelaku Umkm Di Desa Paguyuban Kecamatan Way Lima Kabupaten Pesawaran. Jurnal Pengabdian Kepada Masyarakat Sakai Sambayan, 5(3), 213. https://doi.org/10.23960/jss.v5i3.318 DOI: https://doi.org/10.23960/jss.v5i3.318
Shin, Y., & Park, J.-M. (2023). The Effect of a Company’s Sustainable Competitive Advantage on Their Tax Avoidance Strategy—Focusing on Market Competition in Korea. Sustainability, 15(10), 7810. https://doi.org/10.3390/su15107810 DOI: https://doi.org/10.3390/su15107810
Taiminen, H. M., & Karjaluoto, H. (2015). The Usage of Digital Marketing Channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/JSBED-05-2013-0073 DOI: https://doi.org/10.1108/JSBED-05-2013-0073
Trapero, J. R., Kourentzes, N., & Fildes, R. (2015). On the Identification of Sales Forecasting Models in the Presence of Promotions. Journal of the Operational Research Society, 66(2), 299–307. https://doi.org/10.1057/JORS.2013.174 DOI: https://doi.org/10.1057/jors.2013.174
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122(September 2019), 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022 DOI: https://doi.org/10.1016/j.jbusres.2019.09.022
Yang, S., & Chai, J. (2022). The Influence of Enterprises’ Green Marketing Behavior on Consumers’ Green Consumption Intention—Mediating Role and Moderating Role. Sustainability, 14(22), 15478. https://doi.org/10.3390/su142215478 DOI: https://doi.org/10.3390/su142215478
Yusnita, F., Panorama, M., & Maftukhatusolikhah, M. (2024). Competitive Advantage as Intervening Variable on Marketing Performance of Songket Melayu MSM Enterprises. International Journal of Multidisciplinary Research and Analysis, 7(1). https://doi.org/10.47191/ijmra/v7-i01-43 DOI: https://doi.org/10.47191/ijmra/v7-i01-43
Yuvanda, S., Rachmad R., M., & Hidayat, M. S. (2022). Strategy in Developing Priority Craft Industry by Using SAWSWOT Model in Jambi Province. Jurnal Perspektif Pembiayaan Dan Pembangunan Daerah, 10(5), 287–296. https://doi.org/10.22437/ppd.v10i5.16654 DOI: https://doi.org/10.22437/ppd.v10i5.16654
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Dewi Rispawati, Lale Puspita Kembang, Herawati Khotmi, Yeldi Dwi Genadi, Mahameru Nur Ikhsan Ramadhan, Dian Mila Safitri
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
