Pengaruh Pemasaran Digital terhadap Keunggulan Bersaing pada Coffee Shop Roxy di Rantauprapat
DOI:
https://doi.org/10.59059/jupiekes.v4i3.3335Keywords:
Coffee Shop, Competitive Advantage, Customer Loyalty, Digital Marketing, Social MediaAbstract
This study aims to analyze the impact of digital marketing on the competitive advantage of Coffee Shop Roxy in Rantauprapat. Advancements in information technology and the rising use of digital media have driven business owners to utilize digital marketing as an effective strategy to enhance business competitiveness. Operating amidst increasingly fierce competition in the coffee shop industry, Coffee Shop Roxy is required to leverage various digital platforms to attract customers, boost consumer loyalty, and strengthen its competitive market position. A quantitative research method with descriptive and associative approaches was employed. The study population consisted of all Coffee Shop Roxy Rantauprapat customers, while the sample was selected using a purposive sampling technique. Data were collected by distributing questionnaires to respondents who had previously made a purchase and followed Coffee Shop Roxy on social media. Data analysis techniques included validity and reliability tests, simple linear regression analysis, the t-test, and the coefficient of determination (R²). The results indicate that digital marketing has a positive and significant impact on the competitive advantage of Coffee Shop Roxy Rantauprapat. This suggests that the more optimally digital marketing is implemented—through social media, online promotions, high-quality digital content, customer interaction, and easy access to information the greater the company's competitive advantage. Digital marketing enhances brand visibility, expands market reach, fosters better customer relationships, and creates added value that distinguishes Coffee Shop Roxy from its competitors.
References
Barney, J. (2022). Gaining and sustaining competitive advantage. Pearson Education.
Chaffey, D. (2022). Digital business and e-commerce management (8th ed.). Pearson.
Firdaus, A., Rofi'i, A., Rohman, A. N., & Tsrif, M. (2024). Pemanfaatan media sosial sebagai sarana promosi untuk meningkatkan daya saing dan tingkat penjualan di Swalayan Surya Ponorogo. Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA), 4(1), 107–115. https://doi.org/10.47709/jebma.v4i1.3481
Gurning, R. P., Batubara, S. K., Sipahutar, A. N. Q., & Sianipar, Y. J. P. (2025). Analysis of marketing mix strategy in increasing brand awareness: Case study at Partukkoan Coffee Shop Balige. International Journal Administration, Business & Organization, 6(3), 292–304. https://doi.org/10.61242/ijabo.25.643
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2021). Multivariate data analysis (8th ed.). Cengage Learning.
Hanifah, H. (2025). Pengaruh pemasaran digital terhadap loyalitas pelanggan di era pasca-pandemi: Studi kasus pada UMKM di Kota Bandung. Jurnal Minfo Polgan, 14(1), 643–649. https://doi.org/10.33395/jmp.v14i1.14831
Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson Education.
Krilić, A., Sinanović, M., Makaš, M., Toroman, A., & Falan, V. (2025). Influence of social media on consumer decisions regarding the purchase of food products. Maso International – Journal of Food Science and Technology, 14, 37–44. https://doi.org/10.2478/mjfst-2024-0005
Rasyid, F., Septiani, D., Aditya, B., & Hasan, F. (2026). Pemasaran digital coffee shop dalam menarik minat beli customer. Jurnal Pendidikan Tambusai, 10(1), 3654–3662. https://doi.org/10.31004/jptam.v10i1.36646
Ryan, D. (2021). Understanding pemasaran digital: Marketing strategies for engaging the digital generation. Kogan Page.
Sanjaya, G. A. G., & Wicaksono, D. S. (2026). Strategi digital marketing sebagai bagian dari strategi bisnis untuk menciptakan keunggulan bersaing dan meningkatkan kinerja UMKM. Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, 25(3). https://doi.org/10.2324/ks80t996
Siregar, A. (2024). Digital marketing dalam menghadapi persaingan bisnis di era digital: Kajian konseptual. Jurnal Ilmiah Universitas Batanghari Jambi, 24(3), 2921. https://doi.org/10.33087/jiubj.v24i3.5678
Sudirjo, F., Purwati, T., Widyastuti, Budiman, Y., & Manuhutu, M. (2023). Analisis dampak strategi pemasaran digital dalam meningkatkan loyalitas pelanggan: Perspektif industri e-commerce. Jurnal Pendidikan Tambusai, 7(2), 7524–7532.
Sussanti, Damayanti, V., & Amin, M. (2024). Penerapan pemasaran digital sebagai media promosi. CEMERLANG: Jurnal Manajemen dan Ekonomi Bisnis, 4(4), 288–295. https://doi.org/10.55606/cemerlang.v4i4.3278
Vironika, N., Dahmiri, D., & Indrawijaya, S. (2024). Pengaruh inovasi produk dan kualitas produk terhadap keunggulan bersaing dengan di mediasi kepuasan konsumen pada Toko Roti dan Kue Onoy di Kota Jambi. Jurnal Riset Manajemen, 2(1), 355–378. https://doi.org/10.54066/jurma.v2i1.1671
Widiasyih, A., Syafiruddin, Nasution, K., Siregar, D., & Aswan, N. (2024). Digital marketing sebagai strategi pemasaran kopi pada era Revolusi Industri 4.0 dan Society 5.0. Jurnal Pengabdian Masyarakat Bangsa, 1(11), 2847–2854. https://doi.org/10.59837/jpmba.v1i11.613
Wijaya, & Kusuma. (2022). Branding digital sebagai strategi keunggulan bersaing pada UMKM. Jurnal Manajemen dan Kewirausahaan, 9(2), 156–168.
Yulistiawan, B., Hananto, B., Dewi, C., & Handayani, L. (2024). Pemanfaatan teknologi digital dalam upaya meningkatkan daya jual produk UMKM. Jurnal Abmas Negeri (JAGRI), 5(1), 141–149. https://doi.org/10.36590/jagri.v5i1.847
Zikri, H. (2024). Transformasi ekonomi digital untuk meningkatkan produktivitas dan daya saing UMKM di Indonesia. Glossary: Jurnal Ekonomi Syariah, 2(1), 16–25. https://doi.org/10.52029/gose.v2i1.206
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
