Implementation of Incremental Innovation and Radical Innovation Through Digital Marketing in Increasing the Competitive Advantage of UMKM Lampit in Wetland Areas of Hulu Sungai Utara Regency

Humaidi Humaidi; Rasyidi Rasyidi; Sugiharto Sugiharto; Ahmad Ehsan; Farah Amalia; Maulidia Fitria; Rahmawati Rahmawati

Humaidi Humaidi Business Administration Study Program, Lambung Mangkurat University
Rasyidi Rasyidi Business Administration Study Program, Lambung Mangkurat University
Sugiharto Sugiharto Business Administration Study Program, Lambung Mangkurat University
Ahmad Ehsan Business Administration Study Program, Lambung Mangkurat University
Farah Amalia Business Administration Study Program, Lambung Mangkurat University
Maulidia Fitria Business Administration Study Program, Lambung Mangkurat University
Rahmawati Rahmawati Business Administration Study Program, Lambung Mangkurat University

Keywords: Incremental Innovation, Radical Innovation, Digital Marketing, Competitive Advantage

Abstract

The purpose of this study is to analyze the Implementation of Incremental Innovation Analysis and Radical Innovation through Digital Marketing in Increasing the Competitive Advantage of UMKM Lampit Products in Wetland Areas of Hulu Sungai Utara Regency. The specific objectives of this study are 1. To analyze incremental innovation and radical innovation to the digital marketing of UMKM Lampit products in the wetland area of Hulu Sungai Utara Regency, 2. To analyze incremental innovation and radical innovation to the competitive advantage of UMKM Lampit products in the wetland area of Hulu Sungai Utara Regency , 3. Analyzing digital marketing on the competitive advantage of UMKM Lampit products in the wetland area of Hulu Sungai Utara Regency, and 4. Analyzing incremental innovation and radical innovation on competitive advantage through digital marketing of UMKM Lampit products in the wetland area of Hulu Sungai Utara Regency.

The research method using the research approach used is a quantitative approach which can be interpreted as a research method based on the philosophy of positivism, used to examine certain populations or samples with sampling techniques that can generally be classified, data collection uses research instruments, data analysis is quantitative/ statistics with the aim of testing the hypotheses that have been set. The collected data was then analyzed using the PLS (Partial Least Square) analysis model using the help of the SmartPLS package computer program. The results of data processing using the PLS (Partial Least Square) analysis model using the help of the SmartPLS package computer program, the result is that incremental innovation has a significant effect on digital marketing, radical innovation has a significant effect on digital marketing, incremental innovation has a significant effect on competitive advantage, radical innovation has a significant effect on competitive advantage, digital marketing has a significant effect on competitive advantage, incremental innovation has a significant effect on competitive advantage through digital marketing, and radical innovation has a significant effect on competitive advantage through digital marketing for Lampit MSMEs in the Wetland Area of Hulu Sungai Utara Regency.

Keywords: Incremental Innovation, Radical Innovation, Digital Marketing, Competitive Advantage

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