Pengaruh Kecepatan Inovasi dan Digital Marketing terhadap Daya Saing pada Wirausaha Penjahit Perempuan Berbasis UMKM Home Industry  di Kota Makassar

Nurjaya Nurjaya; Asmawiyah Asmawiyah; Megawhati Artiyani

doi:10.30603/ab.v20i2.5266

Penulis

Nurjaya Nurjaya STIE Tri Dharma Nusantara
Asmawiyah Asmawiyah STIE Tri Dharma Nusantara
Megawhati Artiyani STIE Tri Dharma Nusantara

DOI:

https://doi.org/10.30603/ab.v20i2.5266

Kata Kunci:

Speed of innovation, Digital marketing, Competitiveness

Abstrak

This research aims to examine the effect of: (1) speed of innovation on competitiveness, (2) digital marketing on competitiveness, (3) speed of innovation on digital marketing, (4) speed of innovation on competitiveness through digital marketing. The analysis method used is path analysis using Partial Least Square (PLS). The object of this research is female tailor entrepreneurs in the MSME home industry in Makassar City, totaling 133 entrepreneurs. The research results show that: (1) speed of innovation has a positive but not significant effect on competitiveness, (2) digital marketing has a positive and significant effect on competitiveness, (3) speed of innovation has a positive and significant effect on digital marketing, (4) speed of innovation has a positive and significant effect on competitiveness through digital marketing.

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