An Analysis of The Influence of Digital Marketing And Ecopreneurial Marketing on The Marketing Performance of Culinary Smes In Cimahi City With Competitive Advantage As An Intervening Variable

Abstract

This study investigates the influence of digital marketing and ecopreneurial marketing on the marketing performance of Batik SMEs in Cirebon City, with competitive advantage acting as a mediating variable. The research is motivated by the increasing need for Batik entrepreneurs to adopt digital technologies and environmentally sustainable marketing strategies to remain competitive in a rapidly evolving market. A quantitative approach was employed, involving 160 Batik SME owners as respondents. Data were collected through structured questionnaires and direct interviews, using a purposive sampling technique based on the criteria of business operation for at least two years and the application of digital or eco-friendly marketing practices. The data were analyzed using Structural Equation Modeling (SEM) with AMOS software to test the relationships among variables. The results indicate that digital marketing positively influences marketing performance, although its effect on competitive advantage is not statistically significant. In contrast, ecopreneurial marketing has a strong and significant impact on both competitive advantage and marketing performance, demonstrating that environmentally conscious business practices contribute substantially to business growth and differentiation. Moreover, competitive advantage serves as an effective mediating variable, enhancing the overall relationship between marketing strategies and performance outcomes. This research highlights that the integration of digital transformation and ecological marketing innovation is essential for improving the competitiveness and long-term sustainability of Batik SMEs. The findings provide valuable implications for SME managers and policymakers in promoting eco-digital strategies within Indonesia’s creative industries.