Andini, Aisyah Putri (2026) Pengaruh Digital Marketing, Inovasi Produk, dan Ekuitas Merek Terhadap Keunggulan Bersaing pada UMKM Sambal Dede Satoe. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
ABSTRACT This study was conducted at UMKM Sambal Dede Satoe in Surabaya. The high level of competition among chili sauce micro-enterprises and packaged chili products serves as the background of this research, focusing on the aspects of digital marketing, product innovation, and brand equity. The purpose of this study is to analyze the influence of digital marketing, product innovation, and brand equity on competitive advantage at UMKM Sambal Dede Satoe. This research employs a quantitative approach by distributing questionnaires to 65 consumers of Sambal Dede Satoe. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results indicate that digital marketing and brand equity have a positive and significant effect on competitive advantage, while product innovation shows a positive but not significant effect. These findings suggest that digital marketing and brand equity are the strongest factors in enhancing competitive advantage at UMKM Sambal Dede Satoe, whereas product innovation remains incremental and has yet to produce a significant impact.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Aisyah Putri Andini | ||||||||||||
| Date Deposited: | 26 Feb 2026 07:32 | ||||||||||||
| Last Modified: | 26 Feb 2026 07:32 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/49898 |
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