Digital Marketing, Product Quality, and Customer Satisfaction for Competitive Advantage in Makassar Culinary SMEs

Anggafar Anggafar ()
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Anggafar Anggafar: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 956-974 from Springer

Abstract: Abstract The rapid evolution of digital technology has transformed the competitive landscape for Small and Medium Enterprises (SMEs), particularly within Indonesia’s culinary sector. This study investigates the role of digital marketing strategies in strengthening business performance, with a specific focus on the mediating effect of customer satisfaction. Using a mixed-method approach combining quantitative data analysis and qualitative insights, this research explores how innovation, service quality, and online engagement contribute to brand loyalty and sustainable growth. The findings reveal that customer satisfaction plays a significant mediating role between digital marketing practices and overall business success, emphasizing its importance as a strategic component in modern marketing frameworks. Furthermore, the study identifies that SMEs that effectively integrate digital platforms such as social media, e-commerce, and online delivery systems achieve greater brand visibility and customer retention compared to those relying on traditional methods. This research contributes to the understanding of how digital transformation enhances competitiveness in developing economies and provides practical implications for SMEs seeking to adapt to evolving consumer behaviors in the digital era.

Keywords: SME’s; digital marketing; product quality; customer satisfaction; competitive advantage; brand loyalty (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-709-5_65

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