PENGARUH INOVASI, DIGITAL MARKETING, DAN GREEN MARKETING TERHADAP KEUNGGULAN BERSAING (STUDI KASUS TAS JALI HANDMADE MASYARAKAT PONOROGO)

The Influence of Innovation, Digital Marketing, and Green Marketing on Competitive Advantage: A Case Study of Handmade Jali Bags from the Ponorogo Community. Kurnia Saljunasari 21415485 Faculty of Economics, Muhammadiyah University of Ponorogo This study aims to determine the influence of innovation, digital marketing, and green marketing on competitive advantage in handmade jali bags from the Ponorogo community. The method used in this study is a quantitative method. Data from this study were obtained from distributing Google Form questionnaires which were later analyzed using SPSS. The population in this study was consumers of handmade jali bags from the Ponorogo community whose number was unknown. The sample in this study amounted to 85 respondents obtained using the accidental sampling method. The results of this study indicate that: (1) Innovation does not have a significant influence on competitive advantage in handmade jali bags from the Ponorogo community. (2) Digital marketing has a significant influence on competitive advantage in handmade jali bags from the Ponorogo community. (3) Green marketing has a significant influence on competitive advantage in handmade jali bags from the Ponorogo community.
Keywords: Innovation, Digital Marketing, Green Marketing, Competitive Advantage