Strengthening Agribusiness Competitiveness through Business Innovation, Digital Marketing, and Environmental Sustainability in Bireuen
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Authors:Emalia Ariska1*, Agusni2, Ekamaida3
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Abstract
Agribusiness competitiveness requires adaptation to market, technological, and environmental changes, yet empirical studies integrating business innovation, digital marketing, and environmental sustainability within a single model remain limited, particularly in Bireuen Regency, Indonesia. This study examined the associations of these three factors with agribusiness competitiveness. A quantitative cross-sectional survey conducted in July 2026 involved 80 agribusiness actors selected through purposive sampling. Data were collected using a structured five-point Likert-scale questionnaire and analyzed through partial least squares structural equation modeling (PLS-SEM) in SmartPLS 4. All three factors were positively and significantly associated with agribusiness competitiveness. Environmental sustainability had the largest estimated path coefficient (β = 0.339, p < .001), followed by business innovation (β = 0.292, p = .003) and digital marketing (β = 0.251, p = .009). The model explained 40.6% of the variance in competitiveness (R² = .406). These findings highlight the relevance of business capabilities and sustainable practices to agribusiness competitiveness in this setting. The study contributes an integrated competitiveness model and identifies innovation, digital marketing, and environmental sustainability as relevant priorities for agribusiness development strategies in Bireuen.
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