ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPengaruh Strategi Digital Marketing Dan Penerapan Teknologi Informasi Terhadap Pengambilan Keputusan Go Global Implikasi Pada Keunggulan Bersaing (Survey Pada UMKM Di Kota Palu) |
| Nama: RENA AYU PURNIATIN |
| Tahun: 2026 |
| Abstrak Thisstudyaimstoexaminetheinfluenceofdigitalmarketing strategies and the application ofinformation technology on competitiveadvantage,with thedecision to go globalasan interveningvariableinMSMEsinPaluCity.Theapproachusedis quantitativewiththePathAnalysismethod,involving100MSME actors selected using purposive sampling techniques.Data collection was carried out through the distribution of questionnairesdirectlytorespondents.Theresultsoftheanalysis show thatdigitalmarketing strategiesand theapplication of informationtechnologyhaveapositiveandsignificantinfluence on the decision to go globaland competitive advantage.In addition,thedecisiontogoglobalhasbeenproventobeableto actasamediatingvariableintherelationshipbetweenthetwo variablestocompetitiveadvantage.Thesefindingsconfirm that theimplementationofdigitalstrategiesandtheintegrateduseof informationtechnologyareimportantfactorsinincreasingthe competitivenessofMSMEsinasustainablemanner. |