PENGARUH DIGITAL MARKETING, INOVASI DAN KUALITAS PRODUK TERHADAP KEUNGGULAN BERSAING HOME INDUSTRI MANCO DI KEBONSARI MADIUN

In today's era, home industries continue to experience increasingly intense growth. This also encourages increased competition between home industry players.
This competitive condition requires every business actor to strengthen the foundation of their business and be responsive to various challenges and increasingly complex competition in order to be able to compete with other businesses in this industry. This study uses a quantitative method. The purpose of this study is to
find out and analyze the influence of digital marketing, innovation and product quality on the competitive advantage of the Manco home industry in Kebonsari Madiun. The population in this study were Manco home industry business actors in Kebonsari Madiun with a sample of 30 respondents taken using saturated sampling techniques. Data collection using primary data obtained from the results of distributing questionnaires, and
analyzed using multiple linear regression analysis, coefficient of determination (R2) analysis and hypothesis testing using the T test (partial) and
F test (simultaneous). The results of partial research on digital marketing, innovation and product quality have a significant influence on the competitive advantage of Manco's home industry in Kebonsari Madiun. Simultaneously, digital marketing, innovation and product quality together have a significant influence on the competitive advantage of Manco's home industry in Kebonsari Madiun.

Keywords: Digital Marketing, Innovation, Product Quality, Competitive Advantage