The Influence of Digital Marketing, Price, and Product Quality on the Competitive Advantage of MSMEs Fashion in Yogyakarta
DOI:
https://doi.org/10.55927/eajmr.v4i7.273Keywords:
Digital Marketing, Price, Product Quality, Competitive Advantage, MSMEs in FashionAbstract
This research seeks to explore how digital marketing strategies, pricing approaches, and product quality contribute to the competitive edge of Micro, Small, and Medium Enterprises (MSMEs) operating in Yogyakarta’s fashion sector. Due to the intensifying market competition, it is essential to understand the key elements that drive MSMEs' competitiveness. The research adopts a quantitative method by distributing questionnaires to fashion MSME practitioners in Yogyakarta to gather primary data. The analysis results reveal that all three factors digital marketing, price, and product quality all have a positive and significant impact on competitive advantage, with digital marketing emerging as the most dominant factor. Therefore, MSMEs are encouraged to improve their digital marketing strategies, set optimal pricing, and ensure product quality in order to strengthen their competitive positioning in the market.
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Porter, M.E. (1985). Competitive Advantage: Creating and Sustaining Superior Perfor-mance. Free Press.
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