Analysis of consumer preferences towards digital marketing and its implications on the competitive advantage of SMEs in Banyuasin Regency

https://doi.org/10.35912/ahrmr.v3i2.1838
Published: Jan 3, 2024

Abstract:

Purpose: The purpose of this research is to analyze consumer preferences towards digital marketing and its implications for the competitive advantage of Small and Medium Enterprises (SMEs) in Banyuasin Regency.

Research Methodology: The population of this study consists of consumers of SMEs residing in the Banyuasin Regency. Random sampling was used to select respondents, with a sample size of 150 respondents. The data analysis technique used in this research was Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique.

Results: Consumer preferences have a positive and significant influence on the competitive advantage of SMEs in Banyuasin Regency. Digital marketing acts as an intermediary factor between consumer preferences and competitive advantage. SMEs can expand their market share and achieve success in the digital market by understanding consumer preferences and implementing effective digital marketing strategies.

Limitations: Each region has unique characteristics and local context. Factors such as culture, customs, local preferences, and technological infrastructure can influence consumer preferences and the competitive advantage.

Contribution: This research provides valuable insights to SMEs in the Banyuasin Regency regarding consumer preferences for digital marketing. By understanding consumer preferences, SMEs can develop more effective marketing strategies and optimize the use of digital platforms to enhance their competitive advantage.

Novelty: The novelty of this research lies in emphasizing the implications of digital marketing on the competitive advantage. This research identifies factors that can enhance the competitive advantage of SMEs through the implementation of appropriate digital marketing strategies. It provides practical contributions to SMEs facing an increasingly competitive market.

Keywords:
1. Consumer Preferences
2. Digital Marketing
3. Competitive Advantage
4. SMEs
5. Banyuasin Regency
Authors:
1 . Hendra Hadiwijaya
Palcomtech Technology and Business Institute, Palembang, Indonesia
2 . Tien Yustini
Indo Global Mandiri University, Palembang, Indonesia
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How to Cite
Hadiwijaya, H., & Yustini, T. (2024). Analysis of consumer preferences towards digital marketing and its implications on the competitive advantage of SMEs in Banyuasin Regency. Annals of Human Resource Management Research, 3(2), 83–96. https://doi.org/10.35912/ahrmr.v3i2.1838
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Issue & Section
Vol. 3 No. 2 (2023): September
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Azeem, M., Ahmed, M., Haider, S., & Sajjad, M. (2021). Expanding competitive advantage through organizational culture, knowledge sharing and organizational innovation. Technology in Society, 66, 101635.

    Bentivoglio, D., Finco, A., Bucci, G., & Staffolani, G. (2020). Is there a promising market for the A2 milk? Analysis of Italian consumer preferences. Sustainability, 12(17), 6763.

    Budianto, R., Praptapa, A., Herwiyanti, E., Puji, P., Suyono, E., & Rusmana, O. (2022). Technological innovation in Small and Medium Enterprises: A bibliometric analysis. Journal of Sustainable Tourism and Entrepreneurship, 3(4), 271-285.

    Cantillo, J., Martín, J. C., & Román, C. (2020). Discrete choice experiments in the analysis of consumers’ preferences for finfish products: A systematic literature review. Food Quality and Preference, 84, 103952.

    Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet marketing: strategy, implementation and practice: Pearson education.

    Choi, H., Park, J., Kim, J., & Jung, Y. (2020). Consumer preferences of attributes of mobile payment services in South Korea. Telematics and Informatics, 51, 101397.

    Clauss, T., Kraus, S., Kallinger, F. L., Bican, P. M., Brem, A., & Kailer, N. (2021). Organizational ambidexterity and competitive advantage: The role of strategic agility in the exploration-exploitation paradox. Journal of Innovation & Knowledge, 6(4), 203-213.

    Coviello, N., Milley, R., & Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, 15(4), 18-33.

    De Marchi, E., Pigliafreddo, S., Banterle, A., Parolini, M., & Cavaliere, A. (2020). Plastic packaging goes sustainable: An analysis of consumer preferences for plastic water bottles. Environmental Science & Policy, 114, 305-311.

    Distanont, A., & Khongmalai, O. (2020). The role of innovation in creating a competitive advantage. Kasetsart Journal of Social Sciences, 41(1), 15-21.

    Djakasaputra, A., Wijaya, O., Utama, A., Yohana, C., Romadhoni, B., & Fahlevi, M. (2021). Empirical study of Indonesian SMEs sales performance in digital era: The role of quality service and digital marketing. International Journal of Data and Network Science, 5(3), 303-310.

    Djerdjouri, M. (2020). Data and Business Intelligence Systems for Competitive Advantage: prospects, challenges, and real-world applications. Mercados y Negocios(41), 5-18.

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    Hodaei, M., Alvani, S. M., Yazdani, H. R., & Zarei Matin, H. (2020). Coopetitive (Cooperation and Competition) Advantage in Public Organizations: Synergy of People and Process. Public Administration Perspaective, 11(2), 15-33.

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    Hu, Z., Sarfraz, M., Khawaja, K. F., Shaheen, H., & Mariam, S. (2022). The influence of knowledge management capacities on pharmaceutical firms competitive advantage: the mediating role of supply chain agility and moderating role of inter functional integration. Frontiers in public health, 10, 953478.

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    Ketter, E., & Avraham, E. (2021). # StayHome today so we can# TravelTomorrow: tourism destinations’ digital marketing strategies during the Covid-19 pandemic. Journal of Travel & Tourism Marketing, 38(8), 819-832.

    Khan, U., Yamamoto, T., & Sato, H. (2020). Consumer preferences for hydrogen fuel cell vehicles in Japan. Transportation Research Part D: Transport and Environment, 87, 102542.

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    Kryscynski, D., Coff, R., & Campbell, B. (2021). Charting a path between firm?specific incentives and human capital?based competitive advantage. Strategic management journal, 42(2), 386-412.

    Lestari, S. D., Leon, F. M., Widyastuti, S., Brabo, N. A., & Putra, A. H. P. K. (2020). Antecedents and consequences of innovation and business strategy on performance and competitive advantage of SMEs. The Journal of Asian Finance, Economics and Business, 7(6), 365-378.

    Li, L., Wang, Z., Chen, L., & Wang, Z. (2020). Consumer preferences for battery electric vehicles: A choice experimental survey in China. Transportation Research Part D: Transport and Environment, 78, 102185.

    Liu, R., Gao, Z., Snell, H. A., & Ma, H. (2020). Food safety concerns and consumer preferences for food safety attributes: Evidence from China. Food Control, 112, 107157.

    Mashizha, M., Gumbo, L., & Chimwe, E. (2023). Addressing Barriers to entry into international trade by SMEs in Zimbabwe. Annals of Management and Organization Research, 4(4), 309-323.

    Mayes, C.-L., & Govender, K. K. (2019). Exploring uplift modelling in direct marketing. International Journal of Financial, Accounting, and Management, 1(2), 69-79.

    Melovic, B., Cirovic, D., Dudic, B., Vulic, T. B., & Gregus, M. (2020). The analysis of marketing factors influencing consumers’ preferences and acceptance of organic food products—Recommendations for the optimization of the offer in a developing market. Foods, 9(3), 259.

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    Viciunaite, V., & Alfnes, F. (2020). Informing sustainable business models with a consumer preference perspective. Journal of cleaner production, 242, 118417.

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  2. Arsawan, I. W. E., Koval, V., Rajiani, I., Rustiarini, N. W., Supartha, W. G., & Suryantini, N. P. S. (2022). Leveraging knowledge sharing and innovation culture into SMEs sustainable competitive advantage. International Journal of productivity and Performance management, 71(2), 405-428.
  3. Azeem, M., Ahmed, M., Haider, S., & Sajjad, M. (2021). Expanding competitive advantage through organizational culture, knowledge sharing and organizational innovation. Technology in Society, 66, 101635.
  4. Bentivoglio, D., Finco, A., Bucci, G., & Staffolani, G. (2020). Is there a promising market for the A2 milk? Analysis of Italian consumer preferences. Sustainability, 12(17), 6763.
  5. Budianto, R., Praptapa, A., Herwiyanti, E., Puji, P., Suyono, E., & Rusmana, O. (2022). Technological innovation in Small and Medium Enterprises: A bibliometric analysis. Journal of Sustainable Tourism and Entrepreneurship, 3(4), 271-285.
  6. Cantillo, J., Martín, J. C., & Román, C. (2020). Discrete choice experiments in the analysis of consumers’ preferences for finfish products: A systematic literature review. Food Quality and Preference, 84, 103952.
  7. Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet marketing: strategy, implementation and practice: Pearson education.
  8. Choi, H., Park, J., Kim, J., & Jung, Y. (2020). Consumer preferences of attributes of mobile payment services in South Korea. Telematics and Informatics, 51, 101397.
  9. Clauss, T., Kraus, S., Kallinger, F. L., Bican, P. M., Brem, A., & Kailer, N. (2021). Organizational ambidexterity and competitive advantage: The role of strategic agility in the exploration-exploitation paradox. Journal of Innovation & Knowledge, 6(4), 203-213.
  10. Coviello, N., Milley, R., & Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, 15(4), 18-33.
  11. De Marchi, E., Pigliafreddo, S., Banterle, A., Parolini, M., & Cavaliere, A. (2020). Plastic packaging goes sustainable: An analysis of consumer preferences for plastic water bottles. Environmental Science & Policy, 114, 305-311.
  12. Distanont, A., & Khongmalai, O. (2020). The role of innovation in creating a competitive advantage. Kasetsart Journal of Social Sciences, 41(1), 15-21.
  13. Djakasaputra, A., Wijaya, O., Utama, A., Yohana, C., Romadhoni, B., & Fahlevi, M. (2021). Empirical study of Indonesian SMEs sales performance in digital era: The role of quality service and digital marketing. International Journal of Data and Network Science, 5(3), 303-310.
  14. Djerdjouri, M. (2020). Data and Business Intelligence Systems for Competitive Advantage: prospects, challenges, and real-world applications. Mercados y Negocios(41), 5-18.
  15. Febrianty, F., & Hadiwijaya, H. (2019). Optimalisasi Omset UKM Melalui Digital Marketing: Penerbit NEM.
  16. Ferreira, J., Coelho, A., & Moutinho, L. (2020). Dynamic capabilities, creativity and innovation capability and their impact on competitive advantage and firm performance: The moderating role of entrepreneurial orientation. Technovation, 92, 102061.
  17. Ghahremani-Nahr, J., & Nozari, H. (2021). A Survey for Investigating Key Performance Indicators in Digital Marketing. International journal of Innovation in Marketing Elements, 1(1), 1-6.
  18. Goldfarb, A., & Tucker, C. (2019). Digital marketing Handbook of the Economics of Marketing (Vol. 1, pp. 259-290): Elsevier.
  19. Grasso, S., & Asioli, D. (2020). Consumer preferences for upcycled ingredients: A case study with biscuits. Food Quality and Preference, 84, 103951.
  20. Hadiwijaya, H., & Octafian, D. T. (2022). The Service and Security Quality for The Trust and Implication in Online Purchasing Decision. LC International Journal of STEM (ISSN: 2708-7123), 3(4), 61-71.
  21. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM): Sage publications.
  22. Herhausen, D., Mio?evi?, D., Morgan, R. E., & Kleijnen, M. H. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90, 276-290.
  23. Hertati, L., & Syafarudin, A. (2018). How the implementation of the industrial revolution 4.0 management information system influenced innovation: the case of small and medium enterprises in Indonesia. Journal of Asian Business Strategy, 8(2), 52-62.
  24. Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: Theory & cases: An integrated approach: Cengage Learning.
  25. Hodaei, M., Alvani, S. M., Yazdani, H. R., & Zarei Matin, H. (2020). Coopetitive (Cooperation and Competition) Advantage in Public Organizations: Synergy of People and Process. Public Administration Perspaective, 11(2), 15-33.
  26. Hossain, M. A., Agnihotri, R., Rushan, M. R. I., Rahman, M. S., & Sumi, S. F. (2022). Marketing analytics capability, artificial intelligence adoption, and firms' competitive advantage: evidence from the manufacturing industry. Industrial Marketing Management, 106, 240-255.
  27. Hu, Z., Sarfraz, M., Khawaja, K. F., Shaheen, H., & Mariam, S. (2022). The influence of knowledge management capacities on pharmaceutical firms competitive advantage: the mediating role of supply chain agility and moderating role of inter functional integration. Frontiers in public health, 10, 953478.
  28. Kennedy, P. S. J., Tobing, S. J. L., & Toruan, R. L. (2022). Marketing strategy with marketing mix for Lake Toba tourism destination. Journal of Sustainable Tourism and Entrepreneurship (JoSTE), 3(3), 157-174.
  29. Ketter, E., & Avraham, E. (2021). # StayHome today so we can# TravelTomorrow: tourism destinations’ digital marketing strategies during the Covid-19 pandemic. Journal of Travel & Tourism Marketing, 38(8), 819-832.
  30. Khan, U., Yamamoto, T., & Sato, H. (2020). Consumer preferences for hydrogen fuel cell vehicles in Japan. Transportation Research Part D: Transport and Environment, 87, 102542.
  31. Kotler, P., & Armstrong, G. (2020). Principles of Marketing, Global Edition: Pearson.
  32. Kotler, P., & Keller, K. (2021). Marketing Management (15th global edition): Pearson Education Limited.
  33. Kryscynski, D., Coff, R., & Campbell, B. (2021). Charting a path between firm?specific incentives and human capital?based competitive advantage. Strategic management journal, 42(2), 386-412.
  34. Lestari, S. D., Leon, F. M., Widyastuti, S., Brabo, N. A., & Putra, A. H. P. K. (2020). Antecedents and consequences of innovation and business strategy on performance and competitive advantage of SMEs. The Journal of Asian Finance, Economics and Business, 7(6), 365-378.
  35. Li, L., Wang, Z., Chen, L., & Wang, Z. (2020). Consumer preferences for battery electric vehicles: A choice experimental survey in China. Transportation Research Part D: Transport and Environment, 78, 102185.
  36. Liu, R., Gao, Z., Snell, H. A., & Ma, H. (2020). Food safety concerns and consumer preferences for food safety attributes: Evidence from China. Food Control, 112, 107157.
  37. Mashizha, M., Gumbo, L., & Chimwe, E. (2023). Addressing Barriers to entry into international trade by SMEs in Zimbabwe. Annals of Management and Organization Research, 4(4), 309-323.
  38. Mayes, C.-L., & Govender, K. K. (2019). Exploring uplift modelling in direct marketing. International Journal of Financial, Accounting, and Management, 1(2), 69-79.
  39. Melovic, B., Cirovic, D., Dudic, B., Vulic, T. B., & Gregus, M. (2020). The analysis of marketing factors influencing consumers’ preferences and acceptance of organic food products—Recommendations for the optimization of the offer in a developing market. Foods, 9(3), 259.
  40. Melovi?, B., Jocovi?, M., Dabi?, M., Vuli?, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425.
  41. Menozzi, D., Nguyen, T. T., Sogari, G., Taskov, D., Lucas, S., Castro-Rial, J. L. S., & Mora, C. (2020). Consumers’ preferences and willingness to pay for fish products with health and environmental labels: Evidence from five European countries. Nutrients, 12(9), 2650.
  42. Migliore, G., Thrassou, A., Crescimanno, M., Schifani, G., & Galati, A. (2020). Factors affecting consumer preferences for “natural wine” An exploratory study in the Italian market. British Food Journal, 122(8), 2463-2479.
  43. Mogaji, E., Soetan, T. O., & Kieu, T. A. (2020). The implications of artificial intelligence on the digital marketing of financial services to vulnerable customers. Australasian Marketing Journal, j. ausmj. 2020.2005. 2003.
  44. Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business horizons, 64(2), 285-293.
  45. Pandey, N., Nayal, P., & Rathore, A. S. (2020). Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing, 35(7), 1191-1204.
  46. Piñeiro-Otero, T., & Martínez-Rolán, X. (2016). Understanding digital marketing—basics and actions. MBA: Theory and application of business and management principles, 37-74.
  47. Porter, M. (1990). The competitive advantage of nations. Harvard Business Review, 68(2), 73-93.
  48. Qiu, L., Jie, X., Wang, Y., & Zhao, M. (2020). Green product innovation, green dynamic capability, and competitive advantage: Evidence from Chinese manufacturing enterprises. Corporate Social Responsibility and Environmental Management, 27(1), 146-165.
  49. Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102.
  50. Saura, J. R., Palacios-Marqués, D., & Ribeiro-Soriano, D. (2023). Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of small business management, 61(3), 1278-1313.
  51. Saura, J. R., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2021). Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research. Industrial Marketing Management, 98, 161-178.
  52. Sellitto, M. A., Camfield, C. G., & Buzuku, S. (2020). Green innovation and competitive advantages in a furniture industrial cluster: A survey and structural model. Sustainable Production and Consumption, 23, 94-104.
  53. Setkute, J., & Dibb, S. (2022). “Old boys' club”: Barriers to digital marketing in small B2B firms. Industrial Marketing Management, 102, 266-279.
  54. Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of research in Marketing, 39(2), 541-565.
  55. Skordoulis, M., Ntanos, S., Kyriakopoulos, G. L., Arabatzis, G., Galatsidas, S., & Chalikias, M. (2020). Environmental innovation, open innovation dynamics and competitive advantage of medium and large-sized firms. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 195.
  56. Smith, J. S. (2019). International trade promotion methods for SMEs in low and lower-middle-income economies. International Journal of Financial, Accounting, and Management, 1(3), 131-145.
  57. Sugiyono, P. (2018). Quantitative, qualitative, and R&D research methods. Bandung:(ALFABETA, Ed.).
  58. Thiele, G., Dufour, D., Vernier, P., Mwanga, R. O., Parker, M. L., Schulte Geldermann, E., . . . Kikulwe, E. (2021). A review of varietal change in roots, tubers and bananas: consumer preferences and other drivers of adoption and implications for breeding. International Journal of Food Science & Technology, 56(3), 1076-1092.
  59. Tu, Y., & Wu, W. (2021). How does green innovation improve enterprises’ competitive advantage? The role of organizational learning. Sustainable Production and Consumption, 26, 504-516.
  60. Van Loo, E. J., Caputo, V., & Lusk, J. L. (2020). Consumer preferences for farm-raised meat, lab-grown meat, and plant-based meat alternatives: Does information or brand matter? Food Policy, 95, 101931.
  61. Viciunaite, V., & Alfnes, F. (2020). Informing sustainable business models with a consumer preference perspective. Journal of cleaner production, 242, 118417.
  62. Wagner III, J. A., & Hollenbeck, J. R. (2020). Organizational behavior: Securing competitive advantage: Routledge.
  63. Zameer, H., Wang, Y., & Yasmeen, H. (2020). Reinforcing green competitive advantage through green production, creativity and green brand image: implications for cleaner production in China. Journal of cleaner production, 247, 119119.