<![CDATA[ABSTRACT The Covid-19 pandemic impacts sales of lurik cloth in Mlese Village, Cawas, Klaten, which continues to decline due to people isolating themselves at home. This study aims to analyze the influence of digital marketing on marketing performance through competitive advantage. This research is survey research. The research population was 160 Lurik Weaving UKM artisans in Mlese Village, Cawas, Klaten. Collecting data using a questionnaire. Sampling technique with purposive sampling method, namely Lurik Weaving UKM who know online marketing and run their business for more than 5 years. The sample is 62 respondents. Validity testing uses Confirmatory Factor Analysis (CFA), and Cronbach's Alpha for reliability testing. Data analysis using Structural Equation Model (SEM) with Partial Least Squares (PLS). This study indicates that digital marketing affects competitive advantage, digital marketing has an effect on marketing performance, competitive advantage has no impact on marketing performance, and digital marketing does not mediate marketing performance on competitive advantage. The practical implication of this research is that it can contribute ideas for the artisans of Lurik Weaving SMEs in Mlese Village, Cawas, Klaten to continuously improve marketing performance by using digital marketing to achieve a competitive advantage in the market share.Keywords : Digital Marketing; Marketing Performance; Competitive Advantage Correspondence to : noor.hudha@unisri.ac.id ABSTRAKPandemi Covid-19 berdampak terhadap penjualan kain lurik yang ada di Desa Mlese, Cawas, Klaten yang terus menurun dikarenakan masyarakat mengisolasi diri dirumah. Penelitian ini bertujuan menganalisis pengaruh digital marketing terhadap kinerja pemasaran melalui keunggulan bersaing. Penelitian ini adalah penelitian survei. Populasi penelitian adalah 160 Pengrajin UKM Tenun Lurik di Desa Mlese, Cawas, Klaten. Pengumpulan data menggunakan kuesioner. Teknik sampling dengan metode purposive sampling, yaitu UKM Tenun Lurik yang mengetahui pemasaran online dan menjalankan lama usahanya lebih dari 5 tahun. Sampel sebanyak 62 responden. Pengujian validitas menggunakan Confirmatory Factor Analysis (CFA), dan Cronbach’s Alpha untuk pengujian reliabilitas. Analisis data menggunakan Structural Equation Model (SEM) dengan Partial Least Squares (PLS). Hasil penelitian ini menunjukkan digital marketing berpengaruh terhadap keunggulan bersaing, digital marketing berpengaruh terhadap kinerja pemasaran, keunggulan bersaing tidak berpengaruh terhadap kinerja pemasaran, dan digital marketing tidak memediasi kinerja pemasaran terhadap keunggulan bersaing. Implikasi praktis penelitian ini dapat memberikan sumbangan pemikiran bagi pengrajin UKM Tenun Lurik di Desa Mlese, Cawas, Klaten agar senantiasa meningkatkan kinerja pemasaran dengan menggunakan digital marketing guna mencapai keunggulan bersaing dipangsa pasar.Kata Kunci : Digital Marketing; Kinerja Pemasaran; Keunggulan Bersaing]]>
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