Pengaruh Strategi Digital Marketing Dan Penerapan Teknologi Informasi Terhadap Pengambilan Keputusan Go Global Implikasi Pada Keunggulan Bersaing (Survey Pada UMKM Di Kota Palu)

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.