| Abstrak/Abstract |
This study aims to determine the effect of the e-marketing mix (i.e., product, price, place, promotion, people, process)
on the level of competitive positional advantage achieved by Micro, Small and Medium Enterprises (MSMEs) in the
food sector in the e-marketplaces. The e-marketplaces chosen as the sample areas were e-marketplaces in
Indonesia, i.e., Tokopedia, Shopee, and Bukalapak. Respondents involved as samples were food MSMEs that sold
snack products in the e-marketplaces, with a total of 174 respondents. The analytical technique employed for this
study was Structural Equation Modeling (SEM) analysis. The results of this study indicate that the combination of six
e-marketing mix variables (i.e., price and process) did not increase the competitive positional advantage. Meanwhile,
other e-marketing mix variables (i.e., product, place, promotion, and people) positively and significantly increased
competitive positional advantage. The e-marketing mix variable with the most dominant influence on increasing the
competitive positional advantage of food MSMEs in the e-marketplace was the product. Therefore, food MSMEs must
pay attention to the product elements, such as optimizing product photos, product variations, product descriptions,
and product update information to build a high level of competitive positional advantage in e-marketplaces.
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