ANALISIS STRATEGI BRANDING DAN DIGITAL MARKETING TERHADAP KEUNGGULAN KOMPETITIF UMKM DIMODERASI TINGKAT ADOPSI TEKNOLOGI

Putri Surya Wisnu Wirdiyani, . (2026) ANALISIS STRATEGI BRANDING DAN DIGITAL MARKETING TERHADAP KEUNGGULAN KOMPETITIF UMKM DIMODERASI TINGKAT ADOPSI TEKNOLOGI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to examine the effect of branding strategy and digital marketing on the competitive advantage of Micro, Small, and Medium Enterprises (MSMEs), with technology adoption as a moderating variable. A quantitative approach was employed using a survey of 100 MSMEs in South Jakarta selected through purposive sampling. Data were collected using Likert-scale questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results indicate that both branding strategy and digital marketing have a positive and significant impact on competitive advantage. Furthermore, technology adoption significantly strengthens these relationships. Branding strategy shows a more dominant effect than digital marketing, highlighting the importance of brand differentiation, identity, and uniqueness in achieving sustainable competitive advantage. These findings emphasize the need for integrating branding and digital marketing strategies supported by technology to enhance MSMEs’ competitiveness in the digital era.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2210111143] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Guntur Syahputra Saragih] [Ketua Penguji : Miguna Astuti]
Uncontrolled Keywords:	Branding Strategy, Digital Marketing, Competitive Advantage, Technology Adoption, MSMEs
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	PUTRI SURYA WISNU WIRDIYANI
Date Deposited:	24 Aug 2026 04:21
Last Modified:	24 Aug 2026 04:21
URI:	http://repository.upnvj.ac.id/id/eprint/52346

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