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

DOI

10.2991/978-94-6239-709-5_65How to use a DOI?

Keywords

SME’s; digital marketing; product quality; customer satisfaction; competitive advantage; brand loyalty

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.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Anggafar Anggafar
PY  - 2026
DA  - 2026/06/20
TI  - Digital Marketing, Product Quality, and Customer Satisfaction for Competitive Advantage in Makassar Culinary SMEs
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 956
EP  - 974
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_65
DO  - 10.2991/978-94-6239-709-5_65
ID  - Anggafar2026
ER  -