Peran Competitive Advantage Sebagai Pemediasi E-Commerce dan Product Innovation Terhadap Kinerja Pemasaran UMKM Food and Beverage di Pontianak

Abstract

This study aims to analyze the role of competitive advantage as a mediator between e-commerce and product innovation on the marketing performance of Food & Beverage MSMEs in Pontianak. A quantitative approach was used with a causal associative research design. Primary data were collected through questionnaires distributed to 150 business actors selected using a purposive sampling technique. Data analysis was conducted using the structural equation modeling (SEM) method using AMOS. The results of the study indicate that e-commerce has a positive and significant effect on competitive advantage, but does not have a direct impact on marketing performance. Conversely, product innovation is proven to have a positive and significant effect on both competitive advantage and marketing performance. Meanwhile, competitive advantage has a positive effect on marketing performance. However, the results of the Sobel test confirm that competitive advantage is unable to mediate the influence of e-commerce and product innovation on marketing performance. This finding indicates that the improvement in marketing performance of F&B MSMEs in Pontianak is more determined by product innovation strategies and the direct creation of differentiating value, while the utilization of e-commerce is not optimal due to limitations of the platform algorithm. The results of this study provide implications that business actors need to strengthen product innovation and branding strategies to strengthen their competitive position in the digital market.

Keywords

E-commerce; Product Innovation; Competitive Advantage; Marketing Performance